Owing to the flood of international brands in Vietnamese retail market, the country’s homegrown fashion brands are facing struggle. The Spanish fast fashion brand, ZARA, opened its first store in Vietnam last month, receiving a tumultuous response. Many other moderate and budget fashion brands such as Mango, GAP, and Topshop are also now in Vietnam and are opening new stores at a great pace. Japanese casual wear designer, manufacturer and retailer – Uniqlo is also looking for a local franchisee to enter the Vietnamese retail market in the near future.
In contrast, many stores of domestic designers are reportedly struggling to attract and retain customers despite affordable prices and regular promotions. There is a clear segmentation of consumer fashion preferences in the country as younger generation of Vietnam are more inclined to select international brands.
Also Read – ZARA now in Vietnam
International brands introduce between 5,000 and 10,000 new designs every year on an average, which is the reason they appeal to a very wide base of customers. Providing apparel products for all ranges of customers – men, women, teenagers and children alike, these stores gather at one single retailing area spanning thousands of square meters, becoming an easy option for shoppers.
