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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.