In the first half of 2026, Vietnam’s garment retail market grew by 12.5%, but competition has intensified, while sales channels are shifting rapidly toward e-commerce, livestream, and hybrid retail models. Rising store rental costs, platform fees, tax pressures, and competition from cross-border marketplaces have forced many stores and small businesses to downsize their operations or withdraw from the market.
Against this backdrop, several key trends are emerging: the growth of designer fashion and ODM/OBM models, as consumers become increasingly aware of silhouette, materials, and brand identity; livestream becoming an increasingly important sales channel; physical stores being repositioned as experiential spaces, showrooms, and customer engagement points; and consumers becoming more pragmatic, prioritizing durable, versatile, and environmentally friendly products.
Vinatex Product Development and Business Center (Vinatex PD&B) recorded revenue of VND 41.52 billion in the first six months, up 12% year on year, in line with the growth of the overall market. Sales volumes of men’s and women’s products increased by more than 10%, while average prices for women’s products rose 3.3% and children’s products by 9.04%. This performance was driven by the Center’s coordinated efforts to adapt to changing market conditions.
A key priority has been building and enhancing brand value by working closely with brands across the Group to develop products tailored to different customer segments, introducing more sustainable materials, and strengthening brand awareness. The Center has also stepped-up customer engagement, conducted market and consumer research, and built a loyal customer community.
On its online channels, Vinatex PD&B is making greater use of short-form videos and livestreaming under the Shoppertainment model, while also launching campaigns such as “Practical Fashion,” highlighting how a single product can be styled in multiple ways to align with consumers’ growing preference for value-conscious shopping.
In sales management, the Center has shifted to daily and weekly KPI tracking, focusing on sales revenue, conversion rates, units per transaction, and average order value. Sales staff are also being trained to strengthen their consulting, upselling, and proactive product recommendation skills, with the aim of increasing customer conversion.
At retail locations, the Center is placing greater emphasis on Visual Merchandising, creating pre-styled outfit sets, promoting bundled purchases, and enhancing the overall customer experience. The Center has also enhanced inventory management by closely monitoring sales velocity and inventory turnover, allowing slow-moving products to be promptly reallocated or replaced.
