Meanwhile, foreign corporations highly appreciate the potential of the domestic market, considering this as a "fertile land", so there have been a series of foreign fashion brands landing in the Vietnamese market, making the weight is leaning towards foreign fashion, Vietnamese fashion is much weaker in the "home field" ...

Vietnam's garments have been present in many large and "fastidious" markets such as: CPTPP countries, ASEAN, the United States, EU, Russia, etc. Especially, in the national program on trade promotion this year. In 2022, the Trade Promotion Department - Ministry of Industry and Trade together with the Vietnamese Trade Offices in foreign countries organized and connected fashion enterprises in the country, looking for partners, business opportunities and exporting to the market. potential are African and South American countries. According to the Department of Trade Promotion, the African market has high consumer demand, while the textile and garment industry has not yet developed despite an abundant source of raw cotton, people's incomes have been improved, and people's tastes and tastes have improved. diverse fashion preferences... has become a promising consumer market for Vietnamese textiles.

African countries, especially South Africa, Nigeria, and Kenya, are countries with great demand for textiles and footwear. Vietnam is one of the eight major textile and garment exporting countries in the world, but the export value of this group of goods to Africa is still quite modest, while Vietnam can completely increase its exports of textiles to Africa. , because this item has competitive advantages such as lower labor costs than many Asian countries, while skills, good sewing workmanship and productivity, high quality.

Similarly, South America is also considered as a potential market for the export of many types of Vietnamese goods, including fashion, especially Brazil and Chile. Currently, textiles and footwear are two major groups of Vietnam's export products to Chile, but the turnover is still low, because the biggest "barrier" is price, having to compete strongly with Chinese goods...

The paradox is that Vietnamese garments are very popular in the world market, but in the domestic market, the big brands of Vietnamese enterprises are almost absent. Meanwhile, many foreign enterprises realize that Vietnam is a potential market for fashion garments.

In order to fill the gap of the market, in the past time, a series of foreign fashion brands such as Zara, H&M, Uniqlo ... have strongly landed in the Vietnamese market and the scene of "dragon snakes" customers queuing up for their turn to buy. Shopping on the opening day shows the increasingly strong attraction of foreign fashion to Vietnamese consumers. The most recent "storm" is the fashion brand Uniqlo, a joint venture from Japan.

The first retail store of Uniqlo Vietnam was opened in 2019 in Ho Chi Minh City and up to now, after 3 years, Uniqlo's retail distribution system in Vietnam has grown to 12 stores in Hanoi and Ho Chi Minh City. Ho Chi Minh City, Hai Phong and is expected to continue to open some more stores in the near future. Many consumers said that they like to buy fashion products of this brand because the fabric is soft - light - cool, the seams are sharp, especially the designs and fashion designs are very diverse and suitable suit the tastes of customers, but the new price is a surprise. Product prices are only slightly higher than the general level of domestically produced garments.

Similarly, Zara, a foreign fashion brand, has also been sought after and favored by Vietnamese consumers in recent years because the product has the same price compared to Vietnamese products of the same type, but the biggest difference is that most of the clothes. Zara's designs are modeled from the designs of high-end brands, fashion designs are always updated and changed, so customers feel that they can always buy trendy outfits. , but the price is not expensive like other fashion brands.

Mr. Pham Xuan Hong - Chairman of Ho Chi Minh City Textile, Embroidery and Knitting Association acknowledged: In the past, some foreign enterprises such as H&M, Zara... entered the Vietnamese market, the level of competition is not great, but recently Uniqlo brand Competition is very strong due to good product quality, relatively suitable designs for Vietnamese people, especially relative and moderate prices, so consumers are very interested. Faced with the strong competition of foreign brands in the domestic market, it is hoped that Vietnam's garment enterprises will also look at that and learn and improve themselves to develop and compete. Specifically, Vietnamese enterprises must improve product quality, design appropriate designs and especially moderate prices.

Thuy Ha