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🌈 Abstract
The article discusses the growing popularity of Vietnamese fashion brands, particularly among young consumers and K-pop stars, as an alternative to dominant Chinese fast fashion brands like Shein and Temu. It highlights how social media, celebrity endorsements, and a focus on sustainable and unique designs have fueled the rise of Vietnamese fashion labels.
🙋 Q&A
[01] The "Jennie Effect" and the Rise of Vietnamese Fashion Brands
1. What is the "Jennie effect" and how did it impact the Vietnamese brand L Seoul?
- The "Jennie effect" refers to the surge in popularity and website traffic that the Vietnamese brand L Seoul experienced after Blackpink member Jennie posted pictures of their lace-edged miniskirt.
- This brought hundreds of new fans to the Ho Chi Minh City-based brand, cementing its reputation as a favorite of K-pop stars and fashionistas.
2. What factors have contributed to the growing popularity of Vietnamese fashion on social media?
- Viral TikTok videos of tourists showcasing their tailor-made clothes from Vietnam
- The "Made in Vietnam" label attracting curious tourists to local tailors and dressmakers
- The success of Vietnamese designers like Cong Tri, Le Thanh Hoa, and Phuong My in dressing up international celebrities
- Endorsements from young influencers and K-pop bands like Blackpink and Aespa
3. How are Vietnamese fashion brands differentiating themselves from dominant Chinese fast fashion brands?
- Vietnamese brands are using natural fabrics like cotton and linen, which are more sustainable and longer-lasting compared to the polyester used by fast fashion giants.
- They are offering chic, affordable designs that allow young consumers to stand out and feel like they've discovered something unique.
- Vietnamese fashion is seen as a safer and better choice compared to the controversies surrounding Shein and Temu, such as allegations of forced labor and environmental impact.
[02] The Growth and Challenges of the Vietnamese Fashion Industry
1. How are Vietnamese fashion brands expanding their reach beyond the domestic market?
- Many Vietnamese brands are now selling on major Southeast Asian e-commerce platforms like Shopee and Lazada to cater to their growing overseas clientele.
- Brands like L Seoul are opening physical stores in other countries, such as a shop in Bangkok to serve their Thai customers.
2. What are the challenges faced by Vietnamese fashion brands compared to the Chinese fast fashion giants?
- While gaining popularity, Vietnamese brands are still no match for the scale and revenues of Chinese fast fashion behemoths like Shein, which reportedly had over $30 billion in revenue last year.
- The Vietnamese e-commerce fashion industry is estimated to reach only around $3 billion this year, a fraction of Shein's size.
3. What is the future outlook for the growth of the Vietnamese fashion industry?
- Some experts suggest that Vietnamese brands should focus on their own unique, sustainable approach rather than trying to compete with the scale of Chinese fast fashion.
- Staying small and focused on quality, craftsmanship, and design may be to the advantage of Vietnamese fashion brands in the long run.