NGUYEN PHUONG ANH

Sustainable Fashion-
Adaline brand
My business idea is a fashion retail company that sells clothes
made from Pinatex fabric, which is made from pineapples.
Providing people with clothings that is Safe for people and
environment.
Through my fashion, people can contribute to reducing the
consumption of precious natural resources and reducing
environmental pollution.
 The loss of natural
resources

Origin of The amount of waste

business idea
from the fashion
industry affect the
environment

Young people prefer

sustainable fashion
trends
Vision and Mission, Objective
.To becomes the leading Vietnamese sustainable fashion
brand,fostering a fulfilling and joyful life for its
community.

The company mission to empower individuals to express

customer unique personalities through sustainable
fashion.

Become the top fashion brand in Vietnam and reduce the

environmental impact of the fashion industry by using
sustainable materials
Macro Evironment
Economic : Growing demand for sustainable fashion
Low labor costs : a study by the International Labor Organization (ILO) found that the average hourly wage for garment
workers in Vietnam was $0.90 in 2022, compared to $1.50 in China and $2.10 in the United States.

Government incentives:These incentives include:Tax breaks for businesses that invest in sustainable
technologies, Subsidies for businesses that use certified organic cotton

Social : Rising awareness of sustainability: a study by the Vietnam Institute for Economic and Policy
Research (VEPR) found that 70% of Vietnamese consumers are willing to pay a premium for
sustainable products.
Support for local brands
Political:
Government support:
The National Strategy on Green Growth (2011-2020)
The Vietnam Sustainable Textile and Apparel Roadmap (2021-2030)
Environmental:
Environmental regulations
Consumer demand for eco-friendly products:
 Micro Environment

Direct Competitor : Yody

Market Research :
90% of respondents to a survey conducted by Institute Business Value said that
they have a new perspective on environmental and sustainable consumption issues
as a result of seeing Covid 19

55% said it was either very important or extremely important when asked how
important sustainability is to them when making purchases

62%) are open to adjusting their habits to reduce their environmental impact.
Value Proposition
Business Model
 Marketing mix 4p
Product
Designer clothes use Pinatex fabric - Made
from pinapple leaves , comfortable and
environmentally friendly, recyclable.
Price
Price range from 250,000 VND to
1,500,000 VND
( Prices are cheaper than sustainable
fashion industry competitor Yody)
Promotion

Place
Direct distribution:Sell products
directly to customers through
stores, websites, and Social
media

Lotte Mall
West Lake
 Facebook, Tiktok and
Instagram are the most
used social networks by
Gen Z

FaceBook : 48%
Tiktok : 12%
Instagram : 8%
(Haravan ,2022)
Finance
Gap and Future work

Focus on competitive advance to

develop business

Adjust and optimize costs to ensure that they are

within the appropriate limits for the operation.

Finding and training employee

 Seft reflection and Seft evaluation
The growth of an entrepreneur's spirit and knowledge

Being open to new ideas

Capable of keeping an eye on things while making
rational choices
Having awareness, becoming ready, and planning ahead.
 References
Delteil, B. et al. (2021) The New Faces of the Vietnamese consumer, McKinsey & Company. Available at:
https://www.mckinsey.com/featured-insights/future-of-asia/the-new-faces-of-the-vietnamese-consumer (Accessed: 22
November 2023).

Switch-asia (2023) SWITCH. Available at: https://www.switch-asia.eu/resource/?country=vietnam (Accessed: 22 November

2023).
Mandarić, D., Hunjet, A. and Vuković, D. (2022) The impact of fashion brand sustainability on consumer purchasing
decisions, MDPI. Available at: https://www.mdpi.com/1911-8074/15/4/176 (Accessed: 22 November 2023).

ILO (2023) ILO in Viet Nam. Available at: https://www.ilo.org/hanoi/lang--en/index.htm (Accessed: 22 November 2023).
Vietnam Institute for Economic and Policy Research (VEPR). (2022). Study on the demand for sustainable products in
Vietnam.

Haravan (2022) Top 8 mạng xã hội nhiều Người Dùng Nhất Tại Việt Nam (2022): Haravan, Advertising Vietnam. Available
at: https://advertisingvietnam.com/top-8-mang-xa-hoi-nhieu-nguoi-dung-nhat-tai-viet-nam-2022-p19014 (Accessed: 22
November 2023).

Anh, V.D. (2022) Tính Bền Vững Của Sản Phẩm thời trang: 65% Người Tiêu Dùng Hàng dệt may Quan Tâm Môi Trường
Trong Quyết định Mua Sắm, Tập đoàn dệt may Việt Nam. Available at: https://vinatex.com.vn/tinh-ben-vung-cua-san-
pham-thoi-trang-65-nguoi-tieu-dung-hang-det-may-quan-tam-moi-truong-trong-quyet-dinh-mua-sam/ (Accessed: 22
November 2023).
Thank you for listening!