Rapid development, commendable achievements, but sometimes plagiarism and confusion about “false prices”

More than 10-15 years ago, not many Vietnamese domestic fashion brands found their own position like now. The taste for fast fashion – with a sleek, luxury-like appearance but at an affordable price, has led consumers to foreign brands such as Zara, H&M or Forever 21.

It was not until the last few years that the massive appearance of domestic brands gradually changed the shopping habits of Vietnamese people, and at the same time transformed the concept of ”local brand” become a characteristic of the consumer culture of a large part of Millennials and Generation Z. It is easy to meet and abundant but that’s it. ”local brand”‘ is, what are the characteristics, certainly not everyone knows.

Definition of “local brand”

In simple words for easy understanding, ”local brand” is a noun used to refer to brands domestic production of a certain region/country, which we are considering here in Vietnam. Of course, these trademarks must be registered in accordance with Vietnamese enterprise law.

In a broad sense, local brand includes fashion brands, food supply chains, travel services, hotels… but in this article, we will only mention its fashion aspect. .

Unlike clothing stores in the form of importing products from countries around the world, stores under the local brand system must Master from A – Z, from ideation, design to production, distribution…

These domestic products often have their own characteristics of each brand. This is the challenge and also the opportunity for the brand to express its identity and conquer consumers with its business philosophy as well as creative maxims. For example, Moi Dien – a brand that has left many impressions when it is loyal to the process of optimizing discarded items and materials to turn them into fashion products, honoring the positive side of sustainable fashion. .

In addition, the inspiration of the local brand is not bound by any geographical, ethnic or cultural limitations. However, to avoid being accused of cultural appropriation, many brands have a policy of cooperating with local designers or local craft workshops. At the same time, creations inspired by a culture are worn by a model from that place.

Valuable & proud names in the Vietnamese local brand world

The appearance of a series of Vietnamese designers such as Minh Hanh, Cong Tri, … or young people like Phuong My also glorify the domestic fashion village. If designer Minh Hanh spends most of his career honoring the Ao Dai, introducing it to many cultures around the world; Cong Tri cleverly put Vietnamese cultural values ​​​​into the design with European fashion class. For her part, Phuong My achieved a rare success when she was honored to be selected to present wedding fashion collections at New York Fashion Week Bridal 2019. Thanks to that, this young talent was called ”Vera Wang”. Vietnamese”.

The rise of social media and new forms of advertising has created social brands – which come from individuals selling on fan pages or Instagram accounts. Minimalist fashion with elegant, luxurious and basic style is chosen by other young brands and expressed in their own way. Wephobia, Cocosin, Sublte Simple… all won the hearts of the Millennial generation thanks to their simple but sophisticated products.

Local brands born after 2012 inherit and promote the development of the previous brands

Sublte Simple’s aesthetic is praised by Marie Claire France

Following in the footsteps of their seniors in the profession, young talents approach popular pop culture and gain international attention. 2020 marks a big turning point for Fanci Club, when BLACKPINK’s Rosé and Jennie wore their designs in the MV. Lovesick Girls. Next, the brand “cool” when attracting a series of international stars such as singers Olivia Rodrigo, Doja Cat, Devon Lee Carlson… The brand has appeared many times in the review column of major newspapers. like British Vogue, Who What Wear, 0magazine, and Sheesh! Olivia.

It is also impossible not to mention Fanci and La Lune – two young Vietnamese brands chosen by popular Kpop stars to design their designs.

Fanci Club is a name that has received a lot of attention, when the design based on materials considered “excessive” accidentally caught the “blue eyes” of the US-UK stars.

The story of “stealing” and “false price” – contemplative slices of Vietnamese local brand

Although Vietnamese local brand has been developing quite well, many names have achieved admirable success, but if we look at things in a very objective way, we still see a few limitations worth pondering.

When this industry develops so quickly, the story between making art and making… full of money, between creating based on available inspiration and stealing brains has been discussed by fans.

Praised by young people for its novel designs and sky-high prices, a young brand was quickly exposed for the illegal use of products by foreign artists. Faced with the ax of public opinion, this brand still has some resistance and cover

Taking advantage of the trend of ”parody” (creating a follow-up product, using the style of a famous product in a satirical design), a brand in Vietnam (pictured right) “makes porridge” ‘ re-logo of a foreign brand for profit

And yet, when the value of the concept “local brand” In the eyes of a large part of the public that has not been properly evaluated, all prices listed on products by brands are easily listed as “virtual”.

Nearly a month ago, the fashion-loving community was stirred up by the opposing controversy about the tote bag model from the famous minimalist fashion house in Ho Chi Minh City, which was sold for 5.2 million VND. Many people think that with that amount of money, they can get a better-known foreign product. Even many individuals think that the “father” of the Vietnamese brand is “power illusion”.

Sorry, the stereotype that local brand goods must be cheap is too old-fashioned!

Many people put the basic functions and effects of the above bag up to measure whether the price of 5.2 million VND is too expensive. But keep in mind that in the world, there are many seemingly ordinary items but still have a “severe” price thanks to their ability to cause fever, or thanks to the brand value that the fashion house has worked so hard to build.

Don’t forget that we already have a Jacquemus Mini Chiquito bag that only fits a rambutan but is still highly respected by the fashion industry, or Acne Studios’ 10 million dong paper bag design is “expensive as hotcakes”. .

There are many local brands that give brand value instead of the mere function of the product

To determine if a brand’s price tag is too high, look at the market they’re targeting. In the case of the minimalist brand above, the designer is targeting international customers with high incomes and ready to pay for good items. In addition, this lovely tote bag can completely be a test for the designer to make a mark for the brand.

Or as in the case of Crazy Lips, a tInstead of importing processed fabrics from other countries around the world, the brand chooses to do all the steps in the “homegrown” style. This is also the reason why product prices have skyrocketed.

The price of Moi Dien’s products is currently in the highest segment – about 600k / shirt

In Vietnam, when the concept of “Added Luxury Value” is still quite vague because of the absence of domestic high-class brands, the core value that the brand gives is the most important. If consumers do not understand that, and hastily attribute the brand “virtual price”, then perhaps, the value of gray matter in this industry will forever be considered as cheap as duck bran. sold in the market.

Conclude

In Vietnam, the “slow but steady” development speed of local brands in the renovation period despite the difficulties caused by the great enemy has brought positive changes to the domestic fashion village. However, vague definitions, plagiarism and product misjudgment are still barriers on this development.

It is time to have accurate honors and recognitions about the brand value, heritage, as well as the domesticity of a local brand in order to increase the competitiveness of these brands with imported products. while protecting the competitiveness of companies that have their own design and production teams from AZ.

Finally, consumers also need to have an objective and sober view of the value that local brands bring. The bilateral relationship between customers – businesses should follow the motto: cohesion, self-reliance and proactive adaptation so that Vietnamese brands can firmly develop, and at the same time indirectly eliminate brands that steal brains. and disguised as a local brand.

Ly Tham