Vietnam has been considered a global powerhouse in the textile and garment industry, becoming one of the largest garment exporters globally. In fact, Vietnam’s garment factories supply some of the world’s notable fast fashion brands, like H&M, The North Face, and ZARA. The country's expertise in producing high-quality garments at competitive prices has made it a reputable and reliable supplier in the global market.
However, these days, local fashion designers are emerging in the fashion scene, making a name for themselves internationally and establishing Vietnam as not just a clothing manufacturer but a potential fashion hub in Asia. Vietnamese fashion brands are gaining recognition for their distinct blend of traditional craftsmanship and contemporary design, appealing to many fashion-forward consumers worldwide.
Therefore, to expand your fashion business globally, you should seize this opportunity to establish your business and build momentum in the rise of the Vietnamese fashion scene. By leveraging Vietnam’s strengths in clothing manufacturing, embracing innovative designs, and utilising digital marketing strategies, your fashion brand can have what it takes to compete with global fashion companies.
1. Research global trends
While staying true to your distinct style is essential in standing out in the fashion industry, researching the latest global fashion trends is crucial to staying relevant. Keeping up with the latest styles, colours, and fabrics and incorporating them into your garments enables you to appeal to a broader audience while staying true to your brand. These are some of the strategies you can consider to help your business stay ahead of the curve in the fashion industry.
- Utilise trend forecasting tools: Platforms like WGSN and Trendstop provide comprehensive reports on emerging trends, consumer behaviour, and market analysis. These tools can help you anticipate what will be popular in the upcoming seasons, allowing you to design and produce garments that meet current demands.
- Follow influential fashion blogs and magazines: Leading fashion publications such as Vogue, Harper’s Bazaar, and Elle can be your resources for staying up-to-date on the latest clothing trends. These platforms often feature insights from top designers and industry experts.
- Pay attention to international fashion shows: Events like Paris Fashion Week, Milan Fashion Week, and New York Fashion Week are key venues for observing the latest trends firsthand. These shows not only showcase upcoming collections but also highlight the broader fashion landscape and consumer preferences.
- Monitor influential people in the fashion industry: Paying attention to influential people in the fashion industry, such as designers, fashion editors, and influencers, can provide additional insights into current and upcoming trends. These individuals often set the tone for what becomes popular in fashion. Following their social media accounts, blogs, and interviews can offer a glimpse into the future of fashion.
2. Understand your target audience
By understanding your customers' preferences, buying habits, pain points, and cultural nuances, you can get an idea of what products and marketing campaigns resonate with them.
Creating detailed customer personas to represent different segments of your target audience can also be helpful. These personas help tailor your marketing strategies and product offerings to meet the unique needs and desires of each segment.
Furthermore, you can analyse your competitor’s strategies to see what your target market responds to or resonates with. Study their product offering, pricing strategies, and marketing campaigns to determine what works well with your target market and what can be improved.
3. Optimise your online presence
It's important to have a strong online presence so that you can reach your customers overseas. The evolution of the Internet has paved the way for more opportunities for small and medium-sized businesses to expand their market reach worldwide. If you’re still new to establishing your fashion brand’s online presence, here are some strategies you can implement to broaden your consumer base:
- E-commerce platforms: Leveraging e-commerce platforms can significantly expand your reach and enable you to sell your products globally. Utilizing a global platform like Amazon allows your Vietnamese fashion brand to market your clothing products to countries such as the US and the UK. For targeting South-East Asian countries, platforms like Shopee and Lazada make your store accessible to markets in Thailand, Indonesia, and the Philippines. These platforms provide robust tools and features to help you manage your online store, handle transactions, and reach a broad audience not just domestically but overseas.
- User-friendly website: While e-commerce platforms give you the benefit of a wider reach, having a dedicated website for your brand allows your target market to get to know you more. Therefore, when creating a website for your fashion brand, make sure that your target market can easily navigate your website. It should have clear categories, intuitive search functions, and quick loading times. A well-designed website enhances user experience and encourages conversions.
- SEO optimisation: Whether it’s for marketing your e-commerce platform or boosting your website, use SEO best practices to improve your products’ visibility on search engines. Research relevant keywords and tactics and incorporate them into your website or e-commerce listing.
- High-quality product images: Using clear and appealing images to showcase your products enhances their appeal to your target market. Therefore, you can either invest in professional photography or take the time to shoot appealing photos of your products.
- Detailed product descriptions: Provide comprehensive and accurate product descriptions, including size guides, material information, and care instructions. This transparency helps build trust and reduces the likelihood of returns.
- Social media marketing: Use social media platforms like Instagram, Facebook, and even TikTok to engage with your audience. Share behind-the-scenes content, customer testimonials, and user-generated content to build a community around your brand.
- Influencer collaborations: Consider partnering with influencers who align with your brand’s values and are more likely to relate with your target audience. Influencer marketing can help with expanding your reach and introducing your brand to your broader audience.
4. Prepare export essentials
Navigating export regulations and logistics is a critical aspect of international expansion. Understanding and complying with export requirements for shipping clothes ensures a smooth and efficient process.
- Have all the necessary export documents: Vietnam customs will require your business to submit the following documents: Electronic export customs declaration, contract, certificate of origin, commercial invoice, customs export declaration form, export permit, and packing list.
- Understand tariff classifications: All products that exit Vietnam are required to have an HS Code, which is an internationally agreed classification system for all goods. This is considered the standardised way of categorising and identifying goods in shipping and was established to make trade between countries safe and more efficient. Generally, Vietnam uses 8-digit codes, putting an extra two digits at the end of the International HS Code system. Therefore, you need to be aware of your products’ specific HS Codes.
You can find specific HS codes easily with DHL Express’ MyGTS tool. MyGTS helps you find tariff/HS codes, get detailed requirements and cost calculations for dutiable shipments, and conduct trade lane comparisons. Allowing you to maintain your product’s trade lanes and compare multiple trade lanes’ export and import requirements, including de minimis values and regular/preferential duties, taxes, and fees.
Try MyGTS by DHL Express to streamline your export logistics and tariff classifications.
- Adhere to country-specific regulations: Customs regulations will vary for each country. That’s why you will need to take note of the import regulations of your target destination. For example, if you’re planning to ship clothes to Thailand, their customs clearance will require the submission of the import entry form along with standard shipping documents.
