Vietnamese fashion is on the rise.

In recent years, many famous "Made in Vietnam" fashion brands such as Canifa, Viet Tien, Owen, Aristino, Elise, NEM, Ivy Moda, Yody, Savani, F5 Fashion, etc., have emerged in the province. Their good product quality and reasonable prices have attracted consumers. The presence of these "Made in Vietnam" fashion brands meets the needs of a large segment of the population and affirms the position of Vietnamese fashion in the current period.

Ms. Nguyen Lan Huong, a distributor of Viet Tien fashion brand in Lao Cai city, said: "In over 10 years as a distributor of Viet Tien fashion, I've never seen Vietnamese products so popular with consumers as they are now. I regularly order goods from the company twice a month. On average, my agency sells 70-80 orders of men's trousers, shirts, and t-shirts each month."

Back in the 2010s, amidst hundreds of fashion categories, Vietnamese fashion held a very "modest" position in the market. Most fashion, from high-end to affordable, was imported, most commonly from China. During this period, the first Vietnamese-branded clothing appeared in the province – products from Viet Tien Garment Company. "Shy" and simple, offering men's shirts and trousers, Viet Tien's fashion progressed slowly in conquering the province's consumers, but it laid the foundation for customer trust in Vietnamese fashion, paving the way for the emergence of numerous other brands such as Owen, Aristino, Elise, NEM, Yody, Savani, F5 Fashion, etc.

Fashion bearing the "Made in Vietnam" label not only surpasses many other fashion categories, building consumer trust, but in another aspect, using Vietnamese products also demonstrates Vietnamese pride.
Ms. Nguyen Lan Huong, owner of a distribution agency for the Viet Tien fashion brand.

Walking through Vietnamese clothing stores in the province, such as Owen, Canifa, YODY, Savani, Aristino, etc., one can see that "Made in Vietnam" products are dominant due to their diverse designs, guaranteed quality, and reasonable prices. The advantages of Vietnamese fashion are designs that suit the physique and culture of Vietnamese people, beautiful materials, and affordable prices.

*Fashion stores selling "Made in Vietnam" products are increasingly appearing on the streets of central Lao Cai city.*

As someone meticulous when it comes to buying clothes for herself, Ms. Pham Hoai Phuong from Coc Lieu ward (Lao Cai city) said: "I prioritize shopping at supermarkets and Vietnamese fashion brand stores like Elise, Ivy moda, Eva de Eva, and NEM Fashion. The clothes and dresses here have clearly listed prices, diverse designs, and traceable origins and quality, so I feel confident."

While brands like Aristino, NEM, and Ivy Moda... have higher prices and their product lines are primarily aimed at office workers, other brands such as Viet Tien, Owen, and Yody... offer more affordable prices and a wider variety of products, catering to the tastes of a broad range of consumers.

Ms. Vuong Thuy, an employee at the Savani fashion store in Lao Cai city, said: "Besides keeping up with fashion trends with many choices of colors and styles that bring a youthful and dynamic look, the brand also focuses on fabric quality, making products thick and durable. Savani also holds many promotional and discount campaigns…"

With the explosion of technology, many people tend to buy fashion items through social media and e-commerce platforms. However, the domestic garment industry is facing significant competition from cheaper, more diverse clothing items from China. Therefore, domestic garment manufacturers are researching and quickly adapting to global fashion trends, producing products suitable for various age groups at reasonable prices, while also organizing promotional and super-promotional programs to stimulate shopping and affirm the "Made in Vietnam" brand in the market.

The transformation and rise of Vietnamese fashion, with its diverse designs and high quality, has contributed to the success of the "Vietnamese people prioritize using Vietnamese goods" campaign. Along with its increasingly strong position in the market, we are confident that more and more customers will use and support fashion brands labeled "Made in Vietnam".

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