Ms. Tu Anh, owner of a women's fashion store on Tran Hung Dao Street, Kinh Bac Ward, said: "Previously, I opened two fashion stores, one specializing in women's clothing and the other selling children's clothing. During the 'golden age,' I had to hire two employees at each store. But in recent years, business has become increasingly difficult, and I have now closed the children's clothing store to cut losses due to high employee salaries and rent."
In her other store, Ms. Tu Anh focuses on selling women's clothing in the affordable segment, targeting young graduates with low incomes, students, and others. However, her business is also facing many difficulties due to the dwindling number of customers.
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Customers choose to buy products at the store in Tu Son ward. |
Nguyen Thi Hong, a clothing retailer in Tu Son ward, has cleverly adapted to using social media to promote her products in hopes of maintaining sales, but the online fashion market is fiercely competitive. Hong shared: “I rented a space on Tran Phu street in Tu Son ward to open a clothing store nearly ten years ago. In the first few years, there were many customers, especially during rush hour and on weekends. But in recent years, the store has become less crowded, and sales have dropped sharply.”
During slow periods at her store, Ms. Hong diligently studied and researched online business methods and tried selling her products on social media platforms, but online orders were sporadic throughout the day. Facing difficulties in the fashion business, Ms. Hong is now considering switching to selling other items online.
| The reality is that traditional fashion businesses, in order to survive and thrive, must constantly update trends; diversify products, and at the same time develop additional product lines of accessories, jewelry, or household items featuring traditional motifs… |
Market observations show that, despite not being a holiday, fashion stores are continuously displaying signs advertising deep discounts and clearance sales. However, customer numbers remain quite low. Notably, some once-famous fashion stores have had to close down and transfer their premises to businesses selling other goods. The main reason given by store owners is the strong growth of e-commerce, with fashion items being widely sold online through social media and major e-commerce platforms like Shopee, Lazada, and TikTok at significantly lower prices compared to similar items sold directly in stores. Furthermore, the number of online groups and communities exchanging new and used fashion items from various brands is increasing. The number of people advertising and taking orders for fashion items from Guangzhou ( China ) and famous domestic and international fashion brands is also growing, attracting the attention of customers, especially civil servants, workers, students, and young people.
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Some fashion businesses in Kinh Bac ward have had to downsize or even give up their premises. |
Ms. Ngo Thi Huong from Bac Giang ward shared: “Now, most of my clothes and shoes, and those of my family members, are ordered online or on e-commerce platforms with many attractive promotions and discounts, plus free shipping. During many holidays and Tet (Lunar New Year), I even manage to find items on sale at half the price of buying directly at traditional retail stores.” According to Ms. Huong, online shopping offers a wide variety of goods at lower prices, and customers can exchange or return items if they are not satisfied, only paying a small shipping fee… Therefore, she and many of her friends no longer shop at traditional fashion retail stores as they used to.
This reality requires traditional fashion businesses that want to survive and thrive to constantly update trends; diversify products while also developing additional lines of accessories, jewelry, or household items featuring traditional motifs… In addition, they must improve quality and build and promote brand value; and utilize online platforms such as Facebook, Instagram, TikTok… to promote products and interact with customers.
Despite the strong growth of online channels, physical retail stores still play a crucial role in customer experience and connection. Therefore, traditional fashion retailers also need to enhance the customer experience through unique store design that reflects cultural and traditional elements, creating a friendly and comfortable atmosphere for customers.
Source: https://baobacninhtv.vn/bac-ninh-cua-hang-thoi-trang-chat-vat-tim-khach-postid422010.bbg
