Using the 5C model and the funnel innovation model to analyze the fashion brand development in Vietnam: A case study of An Phuoc and Tuanbot
Published: July 23, 2026
Abstract
This study explores the fashion trademark and fashion trademark development of some Vietnamese and international brands. In this study, the 5C model and the funnel innovation model are used together to summarize, analyze, and assess the fashion trademarks of some famous fashion brands around the world and in Vietnam. Both the theoretical and empirical results of this study could lay the scientific groundwork for the development of Vietnamese fashion brands.
Keywords
fashion brandVietnamese fashion brand5C modelparallel model
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