Fashion brands promote sustainable consumption trends

At Canifa, persistent innovation is a great driving force for businesses to promote sustainable consumption trends, contributing to the Vietnamese fashion industry.

Cong Thuong Newspaper had an interview with Ms. Doan Thi Bich Ngoc - CEO of Canifa Joint Stock Company (One of 190 enterprises certified as Vietnam National Brand in 2024) to better understand this issue.

Promoting sustainable consumption trends

Green production and sustainable consumption are key factors that are increasingly focused on by businesses. So, at Canifa, how has the unit positioned this trend, aiming at the goal of balanced development between business and environmental protection in the Vietnamese fashion industry?

Ms. Doan Thi Bich Ngoc - CEO of Canifa Joint Stock Company

Established in 1997 with the original name of Hoang Duong Trading and Service Joint Stock Company, focusing on manufacturing export fashion products with products mainly made from wool and yarn. In 2001, the CANIFA fashion brand was born, proudly becoming a memorable milestone of Vietnamese enterprises in the fashion industry.

From the first sweater products launched, Canifa has expanded its product portfolio to cover 4 categories including men's, women's and children's clothing, with a variety of materials, international quality and made in Vietnam.

In the Vietnamese market, Canifa is also one of the pioneering brands in building a closed value chain following the smile curve, including from product research and development, production to commercial activities, to optimize resources and minimize waste. On that journey, Canifa pursues the industry's leading quality standards through cooperation with international partners such as: raw materials from the Cotton USA Association, Australian wool, Disney image copyright, and international certificates on energy saving and environmental protection.

How has achieving the Vietnam national brand certification supported businesses in improving their competitiveness, building their reputation and brand in promoting product consumption as well as expanding the market and attracting domestic and foreign investment cooperation?

The National Brand Certification is the only trade promotion program at the Government level, aiming to develop strong Vietnamese brands. This is a prestigious certification, recognized and honored by the Government, the business community, and consumers based on the values ​​of "quality - innovation, creativity - pioneering capacity". Because of the strict evaluation criteria, achieving the title of "Vietnam National Brand" is not easy, even for big brands that have established a position in the market. In 2024, Canifa was honored to receive the Vietnam National Brand certification, standing with the TOP 5 Vietnamese fashion brands, alongside names with many years of experience in the industry.

Achieving the Vietnam National Brand certification marks an important milestone in its development journey. This certification is not only a recognition of product quality but also a testament to Canifa's persistent journey, constant innovation and creativity over more than 25 years of operation. This is also the motivation for Canifa to continue to reach out, contributing to raising the level of Vietnamese fashion on the world map.

Innovation is not just a strategy

To maintain and sustain the certification as a Vietnamese national brand requires effort and continuous innovation from each enterprise (a national brand is only certified for 2 years). For your enterprise, what difficulties does the unit encounter and what solutions has it implemented to maintain its position as a Vietnamese national brand?

Maintaining the National Brand certification is a challenging journey, requiring Canifa to constantly innovate, improve quality and increase brand value over time.

Canifa is one of 190 enterprises to receive the Vietnam National Brand certificate in 2024.

Canifa’s biggest challenge is how to maintain sustainable differentiation in a constantly fluctuating and fiercely competitive market, especially in the context of increasing input costs, labor costs, and green transition pressure. Customers also have fluctuations in income, more choices from a variety of brands entering the market and on multiple shopping channels.

To overcome these difficulties, Canifa focuses on three pillars: product research & innovation, comprehensive digital transformation and building a flexible and sustainable supply chain. At the same time, Canifa also invests heavily in internal training to ensure that the team always accompanies and adapts quickly to long-term strategic orientation.

In addition, in parallel with improving product quality, Canifa constantly strives to develop an autonomous information technology system and promote digital transformation in operational management, in order to create new values ​​and improve customer experience, aiming for sustainable development, worthy of the title of Vietnam National Brand.

In the era of digital economy and globalization, innovation is the core factor that helps Vietnamese enterprises break through and improve their position in the international market. On the business side, what solutions have the units implemented to improve their competitiveness?

At Canifa, innovation is not just a strategy – it is corporate culture.

In the context of digital economy and globalization, Canifa identifies innovation as a key factor to enhance competitiveness and breakthrough in both domestic and international markets. Therefore, Canifa continuously invests in comprehensive modernization, from production to consumer experience, to bring real and different values ​​to customers.

In terms of production, Canifa applies advanced technology, automating many stages in the process, ensuring consistent product quality and environmental friendliness.

In terms of consumer experience, Canifa has pioneered the implementation of models such as C-Live - a direct interactive technology feature to optimize the shopping experience or E-Popup - a mobile store model applying digital technology, helping to flexibly approach consumers in many locations, contributing to effectively enhancing the shopping experience.

At the same time, one of the strategic pillars of Canifa’s brand is the Vietnamese culture and quality. These steps not only enhance Canifa’s competitiveness but also contribute to bringing the Vietnamese brand to the world with a new look: modern, close and sustainable.

In terms of corporate culture, Canifa takes innovation as its core, combining local values ​​with global trends to create emotional connections with Vietnamese consumers. These efforts not only strengthen its domestic position but also bring Canifa closer to the international market with a modern, friendly and sustainable image.

Do Nga

Source: https://thuonghieuquocgia.congthuong.vn/thuong-hieu-thoi-trang-thuc-day-xu-huong-tieu-dung-ben-vung-388607.html