Lingerie, sports, mother and baby: A billion-dollar 'niche market' waiting to be exploited

Although experts consider this an attractive billion-dollar niche, to conquer it, Vietnamese businesses still face big challenges in technology, raw materials and green supply chains.

Impressive lingerie designs on display at the exhibition - Photo: Organizing Committee

On November 13, at the Saigon Exhibition and Convention Center (SECC, Ho Chi Minh City), the Vietnam Textile and Apparel Association (VITAS) , the Ho Chi Minh City Textile and Fashion Association (AGTEK) and Informa Markets Vietnam Company opened a series of international exhibitions specializing in textiles and fashion, taking place until November 15.

The two main events include the International Exhibition of Products and Industries for Mothers, Babies and Children (CBME Vietnam 2025) and the International Exhibition of Technology and Materials for the Production of Sportswear and Underwear (SIUF Vietnam 2025) , bringing together hundreds of domestic and foreign enterprises to participate.

Decoding the billion dollar niche market

At the opening ceremony of the international textile and fashion exhibition series, Ms. Athena Gong - Vice President of Asia, Director of Informa Markets - commented that Vietnam is emerging as a creative manufacturing center thanks to its young, highly skilled design team and ability to quickly apply technology.

Ms. Gong believes that the mother and baby, lingerie, sportswear and functional fashion industries are growing rapidly in Vietnam.

In 2024, the mother and baby products market will reach about 1.8 billion USD . Vietnam is also among the three largest textile and garment exporting countries in the world with a turnover of 43.6 billion USD , and more than 7,000 businesses participating in the global supply chain.

Speaking to Tuoi Tre Online on the sidelines of the event, Ms. Nguyen Thi Tuyet Mai - Deputy General Secretary of VITAS - said that the demand for sportswear and loungewear is increasing strongly both domestically and globally, especially as the middle class and young people move towards a "dress healthy, dress beautifully" lifestyle and care about safety and sustainability.

Ms. Mai emphasized that the exhibition is an opportunity for Vietnamese businesses to grasp consumer trends, expand cooperation and improve production capacity.

Organizing international exhibitions is not only an opportunity to display products but also helps businesses connect to global supply chains and access new technologies and materials.

"Vietnamese enterprises need to shift from processing to self-designing, investing in R&D and developing environmentally friendly materials. This is an inevitable direction, if they do not want to be left behind," Ms. Mai affirmed.

Visitors learn about products at the exhibition - Photo: Organizing Committee

Great opportunity, great challenge

Ms. Truong Vu Bang Tam, founder of lingerie brand BomSister, commented that Vietnamese women are now spending more wisely but are willing to invest in products that bring emotions and practical use value, especially lingerie and personal care products.

"They can save in many areas, but are willing to spend on things that make them confident and comfortable," Ms. Tam shared.

Domestic fashion tastes are approaching those of Korea and Thailand, requiring Vietnamese businesses to be creative and flexible. Customers do not accept boredom, and want a variety of designs, aesthetics and emotions that suit them.

According to Ms. Tam, customers now buy lingerie not only to look good in the eyes of others but also to feel confident in themselves, so domestic brands aim for a minimalist, easy-to-wear, youthful style, suitable for both young people and women over 30 years old.

From the perspective of the global value chain, Mr. Nguyen Xuan Linh - CEO of B'Lao - Scavi Group - commented that the fashion industry is entering a new era, when product value does not only lie in design or production speed, but also in social and environmental responsibility .

"If the 20th century was the era of fast fashion (fast production, cheap prices, high consumption), the 21st century witnessed the rise of responsible fashion (responsible fashion, focusing on sustainability and recyclability)" - Mr. Linh emphasized.

NHAT XUAN

Source: https://tuoitre.vn/do-noi-y-the-thao-me-va-be-thi-truong-ngach-ti-do-cho-khai-pha-20251113201450112.htm