In a modern time when more photographs are taken daily than ever before with digital photography reaching its highs, some people turned their heads towards the older form of photography, film, refusing to let the format die (Keats 2020). In recent years, the photography community in Vietnam has witnessed dramatic increases in interests in film photography, opening opportunities for new businesses to enter this niche market.
Understanding the Vietnamese film photography market
At the last three to five years, professionals working in the film photography industry reported a surge in interest in film photos in Vietnam. Younger people were discussing film photography, using film-coloured filters on their digital photographs, taking film photographs, and creating massive groups to share their interest. As explained by professionals, the newcomers also share interests in retro-style fashions and designs. In this sense, a film camera has become more than just a tool for photography. For many young newcomers, it is a fashion statement, an accessory that works as a status symbol. While having a vintage camera as a way to express themselves physically, film photography also allowed personal styles and aesthetics to be expressed online. With cheap and fast service from film labs across the country, film photographers can have their photos developed and scanned into a digital format, allowing them to share the works, sometimes on the same day they finished shooting their film rolls. (Vo 2021.)
Approaching the market
Understanding the clients and the market is key for a new film photographer who aims to enter the film photography market. Although the market was considered low in competition, the new film photography business should be able to catch up with the latest market trends. However, for the professionals, being able to offer a higher level of products and services with an equally high level of differentiation are better regarded. Furthermore, the social media platform played a major role in publishing works, creating promotions and connections since the majority of film photography audiences have a presence on either Facebook, Instagram, or YouTube. (Vo 2021.)
It is also important to understand that operating a film photography business is risky since the market is controlled by few film manufacturers whose decision can have great effects on the whole industry. If the production of film rolls stopped, the industry and the market will cease to exist. (Vo 2021.)
Overall, a new film photography business should create a barrier from competitions with high-quality products, a high level of specification, high entrance costs and skill requirements, strong customer connections, strong relationship with film distributors and suppliers, as well as a good understanding about the market. This barrier will protect the business from competitions while keeping the niche market sustainable. (Vo 2021; Toften & Hammervoll 2013.)
Authors
Hieu Vo is a bachelor’s degree student in Business Administration from LAB University of Applied Sciences. This article is based on his thesis.
Tiina Pernanen is the Marketing lecturer at Faculty of Business Studies and Tourism and Hospitality Management at LAB University of Applied Sciences. She was the supervisor guiding Hieu’s thesis.
References
Keats J. 2020. Film Photography Can Never be Replaced. [Cited on 28th May 2021]. Available at: https://www.wired.com/story/film-photography-can-never-be-replaced/
Toften & Hammervoll 2013. Niche marketing research: Status and Challenges. [Cited on 24th May 2021]. Available at: https://www.researchgate.net/publication/263719760_Niche_marketing_research_Status_and_challenges
Vo H. 2021. Niche Market Research. Case Study: Film Photography Industry in Vietnam. Retrieved on 24 May 2021. Bachelor thesis. LAB University of Applied Sciences. [Cited on 24th May 2021]. Available at: http://urn.fi/URN:NBN:fi:amk-2021060714865
Images
Image 1. Emmanuelle, B. 2020. Unsplash. [Cited on 28th May 2021]. Available at: https://unsplash.com/photos/jdRxqFpPWkU
Image 2. Han Do.
Image 3. Simpson, A. 2019. Unsplash. [Cited on 28th May 2021]. Available at: https://unsplash.com/photos/I9vjpkRB8XE
