1. About the Client
MONI is a fashion brand under the management of Sammoon International Trading Co., Ltd.
MONI was established to leverage Sammoon’s core strengths as a foundation for growth. With a strong supply chain in yarn and textile materials, Sammoon provides significant support to MONI in executing its fashion-related initiatives.
MONI is positioned around four key business directions:
- Designer fashion
- Wholesale & retail of fashion materials (blank apparel, fabrics, yarn, etc.)
- Uniform production
- FOB manufacturing
2. Project Information
Client: MONI
Industry: Fashion
Agency: Sky
Position (Role): Project Manager
Objective: Develop a multi-channel presence and operate the project
3. Process
Scope of Work:
- Defined the brand strategy for MONI to operate across multiple segments of the fashion industry
- Designed and developed the website
- Built and managed Fanpages
- Set up and operated Shopee store
- Built and managed TikTok channel
Timeline: April 1, 2024 – December 31, 2025
4. Results
4.1. Website
The interface of the website thoitrangmoni.com
Visit the website at thoitrangmoni.com
The website includes a complete structure:
- Home page: thoitrangmoni.com
- Single product page: Áo thun cotton 2 chiều oversize unisex mẫu Rabbit Thỏ
- Product page: ao-thanh-pham
- Single blogpost page: Khám phá xu hướng mới – Xưởng gia công áo thun chất lượng cao dành cho mọi doanh nghiệp
- Archive page: tin-tuc
- About us: gioi-thieu
- Contact page: lien-he
4.2. Fanpage
 MONI Wholesale Fashion Fanpage |  MONI FOB Manufacturing Fanpage |
Visit the fanpage at @moni.sithoitrang and @moni.giacongfob
4.3. Shopee
Official Shopee store for MONI
Visit the Shopee store of MONI at @thoitrangmoni
4.4. TikTok
Official TikTok channel for MONI
Visit the TikTok channel of MONI at @thoitrangmoni.com
4.5. Preliminary Evaluation
Marketing Performance – Key Challenges:
- Website: No significant traffic; no keywords ranked in Google’s top 10
- Fanpages: Paid ads generated leads (approx. 200 phone numbers and 150+ messages), but only ~20% were qualified
- Shopee: Advertising campaigns generated no orders
- TikTok: Achieved a decent follower base but stagnated and failed to convert into sales
Business Performance – Key Challenges:
- Designer fashion: Very low sales volume (fewer than 50 orders)
- Wholesale materials: Blank apparel and fabric sold relatively well, but profit margins were minimal due to price pressure
- Uniform production: Nearly 10,000 units produced, but limited customer base and lower-than-expected profitability (mainly factories and labor unions)
Key Success Area:
- FOB manufacturing: Strong and consistent performance with high and stable order volume
- To meet demand, MONI expanded operations by opening new workshops and adding multiple production lines
Note: This success was primarily driven by the leadership team’s network and efforts. My contribution in this area was minimal.
Lessons Learned & Key Challenges:
- Lack of industry experience: Limited understanding of the fashion sector at the early stage
- Overconfidence in transferable models: Attempted to apply strategies from aquaculture marketing without sufficient adaptation
- Lack of decisiveness: Inconsistent direction due to hesitation in advising leadership and making strategic decisions
- Team management limitations: Ineffective task delegation and team oversight due to insufficient understanding of team members
- Weak product management: As a Project Manager, responsibilities extend beyond marketing to product and service quality. Due to lack of industry expertise, product management was delegated entirely to others, resulting in inconsistencies between marketing messaging and actual product quality. This led to customer dissatisfaction and loss of potential clients
Thank you for reading my sharing, hopefully it has brought more or less useful value to you.
- Sky -