Prioritizing Quality and Sustainability in Fashion
The fashion industry is a challenging landscape for Vietnamese businesses. On one hand, there’s a flood of cheap and diverse clothing from China, and on the other, there’s stiff competition from well-loved global fashion brands. To survive in this industry, Vietnamese brands must find a stable competitive edge.
One such brand that has made its mark in the hearts of Vietnamese consumers is OWEN. With a 16-year journey, OWEN has been a pioneer in setting fashion trends in the country. In 2023, OWEN was recognized at the Marketing For Development Awards with their campaign “Fashion Recreation” in collaboration with RENU.
“Established in 2008, OWEN initially focused on men’s office fashion. At that time, we noticed a gap in the Vietnamese market, as men’s office attire tended to be loose-fitting and lacked variety. In 2010, OWEN introduced slim-fit and body classic styles to Vietnam, filling a niche market need.” shared Ms. Phạm Thị Tuyết, General Director of Kowil Vietnam Fashion JSC.
Instead of competing on price, OWEN established its reputation through product quality and innovative fabrics, offering comfort and convenience to its wearers. In 2012, OWEN introduced bamboo fabric to its men’s fashion line, providing a soft, wrinkle-resistant, and breathable option.
“Since 2013, we’ve expanded our development direction to embrace the trend of sustainable fashion in Vietnam. In 2014, OWEN collaborated with the Japanese corporation Itochu to shape the trend of green and sustainable fashion. Over the past 16 years, we’ve experimented and produced clothing from approximately 16 green materials, including coffee, mint, and lotus.”
However, according to Ms. Tuyết, this transition was not without its challenges, as Vietnamese consumers were not fully ready to embrace sustainable fashion, especially with the higher price point compared to the cheap Chinese alternatives.
“Convincing consumers to choose sustainable fashion is not an easy task, but OWEN remains steadfast in our current direction because we understand that this is the trend of the future, and OWEN continues to guarantee quality fashion over the past 16 years. We are proud to have a strong presence in the Vietnamese market, selling over 6 million products annually.”
“Footprint”: OWEN’s 16-Year Journey in Vietnam
To commemorate its long journey in Vietnam, OWEN chose “Footprint in Vietnam” as its message to domestic consumers.
“Footprint signifies the long and challenging path that the OWEN brand has traversed. We are proud to be one of the few Vietnamese fashion enterprises that have persevered through economic difficulties and fierce competition. OWEN’s ‘footprint’ can be found across the country, with our extensive network of stores nationwide,” said Ms. Phạm Thị Tuyết proudly.
Moreover, the “Footprint” message is a powerful statement of OWEN’s commitment to sustainable and green fashion. As “carbon footprints” become a global symbol of green consumption, OWEN pledges to prioritize the environment and lead the way in sustainable fashion in Vietnam.
To help consumers better understand the story of “Footprint” and its connection to green and sustainable fashion in Vietnam, OWEN will host workshops and exhibitions showcasing their green materials. These events will not only attract OWEN fans but also environmentally conscious consumers interested in sustainable fashion solutions.
A representative from OWEN shared, “In business, challenges are inevitable. To remain resilient in the volatile fashion industry, we believe that beyond following trends, companies must focus on immutable values. For OWEN, these values are unwavering commitment to quality, innovation, community, and national pride. I believe these are the factors that will keep OWEN standing strong and moving forward.”
Learn more about the company and experience their products at https://owen.vn/ and OWEN stores nationwide.
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