Vietnamese fashion brands carve niche in domestic market

May 10 Corporation has continually launched new fashion brands

Although the market’s purchasing power has not fully recovered, several domestic textile and garment companies have continually introduced new fashion collections since the beginning of the year to serve customers. At the grand opening of the new S.PEARL fashion store in mid-July 2024, DUGARCO General Director Pham Tien Lam said his corporation has been supporting the Buy Vietnamese Goods campaign, and developing the domestic market is a key strategy of DUGARCO.

The fashion brands of DUGARCO have gradually affirmed their role in contributing to the overall development of both the corporation and the Vietnamese fashion industry, with their fashion and uniform business revenue reaching hundreds of billions of dong.

Despite the increasingly competitive retail market where conventional commerce is facing tough competition with e-commerce platforms and online businesses, customer consumption habits have significantly changed, and the market demand in the post-pandemic period has decreased, DUGARCO has introduced a new shopping space for its S.PEARL brand to consumers in the country, Lam said. This is a testament to the corporation’s commitment to developing the domestic market through providing consumers with high quality, demonstrating responsibility towards the community and the environment, he added.

The DUGARCO leader said his corporation has leveraged its strengths in design and production to continuously launch practical collections using eco-friendly, renewable materials, which have been highly welcomed by customers.

The “greening” of production is being implemented at DUGARCO through concrete actions such as acquisition of modern machinery and power-efficient equipment. Solar energy systems have been installed in most factories, and production chains are linked to each other to maximize the use of products made from recycled and natural fiber materials.

Earlier, during the opening of a new showroom for the corporation’s HeraDG fashion brand in May 2024, Lam noted that, following global trends, DUGARCO’s brands are moving towards green production, meeting partner requirements for using recycled and environmentally friendly materials while also strengthening the value chains and expanding the market.

This not only aims to meet the growing demand for fashion products, recycling, and emission reduction but also helps enhance the corporation’s position, increase market share, and add value to products.

Several major Vietnamese textile and garment businesses have been persistently pursuing branding development.

Apart from DUGARCO, Garment 10 Corporation has become a prominent, renowned domestic brand. Garment 10 Corporation has more than 30 designers and about 200 people working in product design. The corporation is applying modern technologies such as 3D and AI in design. According to Than Duc Viet, General Director of Garment 10 Corporation, Vietnamese designers have integrated into international designer communities and are by no means inferior to their foreign counterparts.

Garment 10 Corporation continues to collaborate with top designers from Italy, France, the US, and the UK to create international standard fashion collections for Vietnamese consumers.

Le Tien Truong, Chairman of the Board of Directors at the Vietnam National Textile and Garment Group (VINATEX), affirmed that branding in the fashion industry is challenging, and building a high-end women’s fashion brand is even more difficult. Those with sufficient income have a wide range of choices, making this journey extremely tough, Truong said./.

He added that doing business has become more difficult in recent years, and opening new fashion centers under current conditions should be considered a noteworthy effort. However, there are advantages compared to earlier periods. Ten years ago, fast fashion dominated the global market, but today, with the trend towards going green, waste reduction, and consumption minimization, fast fashion is gradually losing ground, making way for traditional, high-end, and circular fashion. This presents new opportunities for domestic textile and garment companies, Truong said.