ArtTech Fusion 2022: Special Session “Glocal Fashion"
13/06/2023
The Special Session “Glocal Fashion” is a scientific seminar discussing the development of internationally acclaimed fashion brands, held on December 7, 2022, at the Vo Thi Sau campus of the University of Economics Ho Chi Minh City.
Glocal Fashion implies a combination of global and local fashion. The theories on building internationally acclaimed fashion brands, the differences between international and local brands, and the value of a brand are presented in the most concise manner.
Betty Trần, who has successfully established a major global fashion brand and was appointed by the Australian Embassy as the fashion ambassador for cultural exchange between Vietnam and Australia in 2017, and who has also received numerous awards in international fashion shows, presented on the opportunities and challenges of bringing Vietnamese fashion brands to the global stage. She discussed the key factors that determine success, including the role of design, materials, business models, and the value chain in creating the competitive advantage of a global fashion brand, with a particular emphasis on the product as a key element.
Betty Trần also shared how a global fashion brand can successfully enter the Vietnamese market. It is evident that local factors, culture, and market understanding are considered important elements. Additionally, the discussion covered the differences between global fashion trends and local fashion, as well as the competition between these brands.
Lê Thành Vân, Chairman of Gumac – a fashion brand that has rapidly expanded to 66 stores over the past 7 years – presented on how to develop a Vietnamese fashion brand. As an outsider, he always places the customer at the center, meeting every requirement by understanding the customers’ pain points. Capturing customer insights is the key to success.
At the end of the seminar, the guests shared stories of success and failure in their business careers. To build a high-class fashion brand and achieve a brilliant and illustrious career, each individual needs to focus on personal development and inner strength, along with a system of values, beliefs, perspectives, and the correct and suitable mindset.
Participants asked many questions and expressed interest in positioning and developing high-class international fashion brands, as well as showing support for seminars that bridge science and practice.
Glocal Fashion is a special session within the ArtTech Fusion 2022 series, part of the key Ready for Next program of UEH, held from December 4 to December 11, 2022, at UEH.
University of Economics Ho Chi Minh City – ArtTech Hub
