Coolmate – From a Basic T-Shirt to a Million-Order Brand: An Untold Story Through the RACE Lens

Contributor

In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

In today’s media landscape, where success is no longer about who spends more but about who understands the customer better, Coolmate,a Vietnamese DTC (Direct-to-Consumer) fashion startup, has proven that with a sharp strategy, even a local brand can win over the hearts of young consumers in a market flooded with global giants.

What’s particularly noteworthy is that Coolmate’s success didn’t result from luck or accidental virality. Rather, it stemmed from a meticulously crafted communication strategy built on the RACE framework- one of the most effective models for end-to-end digital marketing planning.

Note: This is an academic analysis, not an official statement by Coolmate. It is a hypothetical case study using the RACE framework and based on publicly available data from Coolmate Reports, Google Vietnam Ecom Report, iPrice Insights, and SimilarWeb.

Mô hình RACE

What is RACE and Why Does It Matter in Modern Communications?

RACE is a strategic framework that breaks down the digital marketing journey into four key stages:

  • R – Reach: Researching the market, identifying user needs, and uncovering emotional triggers
  • A – Act: Planning targeted, strategic communication actions
  • C – Communicate: Executing timely, creative content across the right platforms
  • E – Evaluate: Measuring outcomes to optimize in real-time

According to Smart Insights (2023), RACE is not just a planning framework—it’s a dynamic system for tracking and optimizing the customer journey. It is particularly well-suited for small to medium-sized businesses operating in today’s digital-first economy. Far from being just a theoretical model, RACE has become the go-to strategy tool for global brands like Coca-Cola and Zalo and in this analysis, we explore how Coolmate, Vietnam’s favorite “national T-shirt brand,” exemplifies RACE’s flexibility and real-world effectiveness in a highly competitive digital arena.

Hypothetical Case Study: COOLMATE – A Local Brand Winning Gen Z With a Strategic Mindset

In an age of content overload and fragmented attention spans, a successful communication campaign needs more than creativity, it demands strategic clarity. For DTC (Direct-to-Consumer) brands, where every customer touchpoint is direct and unmediated, a structured communication framework like RACE becomes essential.

Coolmate, a homegrown Vietnamese men’s fashion startup, is a strong example of how a local brand can apply the RACE model (Reach – Act – Convert – Engage) not just to attract target customers, but to build long-term loyalty and turn first-time buyers into brand advocates.

CEO thương hiệu COOLMATE

1. REACH – Brand Awareness and Visibility

This stage focuses on helping target customers, particularly Gen Z males entering the workforce, discover Coolmate amidst a saturated media environment.

Coolmate has successfully deployed the following tactics:

  • Meta Ads and TikTok Ads: Short-form videos with minimalist visuals promoting key products like the 365 Tee and seamless underwear, emphasizing convenience, hygiene, and fast delivery.
  • Gen Z KOLs: Collaborations with TikTokers and vloggers who promote minimalist, self-care lifestyles resonate strongly with modern young audiences, those who seek aesthetics without excess.
  • SEO & Digital PR: Product reviews on platforms like Vietcetera and Kenh14, as well as discussions in Facebook groups like Ở nhà vui thấy bà, have helped Coolmate organically infiltrate smart-living and lifestyle communities.

According to Decision Lab (2023), 72% of Gen Z in Vietnam first discover brands via short-form video platforms like TikTok and Instagram Reels. Thus, selecting the right channels and influencers isn’t just a tactic, it’s a necessity.

2. ACT – Driving Engagement and Exploration

This stage bridges awareness and conversion. The goal is to spark curiosity, encourage users to spend more time exploring, and form a purchase intent—even if they don’t hit “Buy” just yet.

Key engagement points Coolmate has (or should) prioritize include:

  • Male-friendly UX Design: A clean, mobile-first website with real product images and easy size selection. While simple, these features are crucial. According to Nielsen (2022), 78% of Gen Z men in Vietnam prefer “quick and clean” shopping experiences over endless scrolling.
  • “Coolmate 101” Blog: An effective dual-purpose content hub, boosting SEO while reinforcing brand identity as a source of fashion advice, sustainable consumption tips, and outfit suggestions. This is often overlooked by local brands.
  • Clear, Non-Pushy CTAs: Prompts like “Find your size” or “Subscribe for discounts” sustain user interest without pressure, aligning with Gen Z’s aversion to hard-sell tactics.

Coolmate’s streamlined web journey reflects a thoughtful “say less, deliver more” approach to DTC brand UX.

3. CONVERT – Turning Engagement into Sales

The journey from click to checkout is short but fragile. Coolmate appears to handle this phase smoothly through:

  • Smart Payment Integration: E-wallets like MoMo, ZaloPay, and ShopeePay facilitate seamless checkouts, especially important for mobile-savvy users.
  • First-Time Buyer Discounts: A familiar but effective tactic, offering 10–15% off for first-time shoppers, combined with a solid post-purchase experience can turn one-time buyers into repeat customers.
  • Timely Remarketing: Tools like Meta Pixel and email automation enable abandoned cart reminders and smart cross-sells. Based on industry estimates, this strategy helps Coolmate maintain an above-average conversion rate, reportedly 7–9%, compared to the national fashion brand average of just 2.5–4% (Shopify Vietnam, 2023).

This higher-than-average rate reflects Coolmate’s strength in delivering personalized and frictionless experiences.

4. ENGAGE – Building Long-Term Relationships

This is the most valuable (yet often neglected) phase in DTC because returning customers generate more value at a lower cost than new ones.

Coolmate’s loyalty-building initiatives include:

  • Post-Purchase Emails: Care tips, seasonal outfit suggestions, or simply a thank-you message ensure the customer journey doesn’t end at delivery.
    CoolClub Community: Through birthday gifts, mini-games, and invitations to Facebook/Discord groups, Coolmate fosters a sense of community, creating emotional proximity that’s hard to replicate.
  • Easy Returns Policy: A 60-day free two-way return guarantee is a bold promise. For male customers, who typically find return processes cumbersome, this creates confidence and peace of mind.

This relationship-building strategy isn’t flashy but it’s grounded and empathetic, tailored to a generation that is “quick to bore, slow to stay loyal.”

Conclusion: RACE Is More Than Just Theory

From a strategic communication perspective, Coolmate is a textbook example of how a local brand can effectively apply the RACE framework to craft a customer journey that is lean, focused, and impactful. It doesn’t require massive TVC campaigns or million-dollar KOLs. What matters is tapping into the right insights, right touchpoints, at the right moment.

My personal takeaways from Coolmate’s approach:

  • Don’t pour money into ads if you’re not investing in your website experience and after-sales service.
  • To retain customers, build a community not just a mailing list.
  • Track every step, don’t wait until the end to measure performance.

Discussion Questions for the Community

  1. In your opinion, which RACE phase is the most challenging for D2C brands like Coolmate to optimize and why?
  2. Why do so many brands succeed at “Reach” but fail at “Engage”? Have you struggled with customer retention, and how did you address it?

References (APA 7th)

Source: Brands Vietnam

Written by