International fashion brands target Vietnamese market
International brand names are starting to grab the attention of Ho Chi Minh City’s fashion-conscious people, clearing the way for more ready-to-wear clothing stores in Vietnam.
 |
More than 50 well-known brand names, such as Giordano, Mango, Zara, Topshop, Gap and Old Navy, have opened stores in HCM City.
While Old Navy opened its first store last month, H&M launched its brand name last weekend with a fashion show at a leading shopping centre in the city.
Other fashion companies, including Pull&Bear, Uniqlo and F21, will also enter the market this year with their own stores scheduled to open in Hanoi shopping centres.
“Before launching our designs in Vietnam, we spent time researching the country’s economic development, culture and living conditions," said a representative of Zara, who noted that the country would become one of the most important markets for the popular fashion brand from Spain.
Although their prices are higher than local products, ranging from VND300,000 (US$15) to over VND1.5 million (US$70) with accessories sell for an average of VND100,000 (US$4) per item yet customers, particularly young people, are thrilled they are here.
Customer Tran Thi Anh Nhung of district 3 spent almost VND5 million (US$230) on nine items at Zara after discounts last weekend, saying she was delighted she no longer had to go Singapore or Bangkok for the latest styles.
Nhung, a senior marketing executive for a foreign-owned advertising agency in district 1, said: “Zara and Topshop offer ready-to-wear products in the trendiest styles at reasonable prices. A mini-dress sells for VND500,000 (US$22) compared to a Vietnamese one at VND300,000 (US$15). Customers aged 18 to 30, who change their clothes every season, are interested in that kind of stores.”
Another customer, Vu Chi Hung, 32, said she was a fan of Topshop because their merchandises are both stylish and practical and can be purchased for around US$22 a piece.
“The foreign brands located in shopping centres like Diamond, Vincom and Takashimaya guarantee their services and quality are the best for customers,” he added.
Ho Tran Da Thao, brand name creative director of the Tsafari Fashion Company, said: "The appearance of international fashion houses in Vietnam and so-called ‘fast fashion’ or ’casual wear’ brand names is sure to create fierce competition in the country’s fashion industry."
“Vietnamese brands should try to capitalise on the shopping seasons and spend more money on advertising to grab the attention of consumers,” she added.
