Hanoi-based brand Chi Chi Chanh Chanh will close in August. It was founded in 2021 and focused on women's fashion. The brand had a distinct customer segment.

The founder said running the business was not easy. They had to remake products that did not meet quality standards. Some designs sold out quickly but could not be made again due to fabric shortages. The brand had trouble with production.

After about five years, the fashion retailer is stopping operations due to tough market conditions.

Many Vietnamese fashion brands are closing. In February 2026, MaryJane announced it would stop trading after over 10 years. Its four Hanoi stores closed one by one in March. Vietnam's fashion market is seeing many brands close.

Another brand, Her25, also ended its 12-year journey. Before closing, Her25 had reduced its stores and was not expanding like before.

L.II.N Clothing, with over 1.4 million social media followers, announced its permanent closure after over a decade. The founder said the business model was no longer suitable for current market conditions. The brand would struggle to create long-term value if it continued. It was not sustainable. The brand had to close.

Fashion brand Lep stopped operations after eight years. Casta closed its 22 stores after 13 years. Danghaiyen, established in 2014, started closing stores in mid-2025. Lam Khue, a Hanoi brand, also ended operations after eight years. Many brands are closing.

The menswear segment is also affected. In March 2026, H2T closed its store on Nguyen Trai Street. Menswear chain Adam Store stopped operations at its Thanh Nien Street outlet. Many menswear brands are struggling.

Without being different, it is hard to survive.

A market survey shows smaller fashion brands are finding it hard to compete as competition increases from all sides.

Rent, staff, marketing, and online platform costs are putting pressure on profit margins. International fashion brands are also expanding in Vietnam, increasing competition.

Fashion expert Vu Viet Ha said the market is becoming more polarized. New fashion stores open, but attracting customers is harder. Many small shops offer similar products and face high costs, making it hard for them to earn money.

Ha said consumers have more choices, especially online. When products are similar, people buy online because it is cheaper and more convenient. However, online sellers face tax issues, and consumer confidence is affected by false advertising.

Ha said fashion buying patterns have changed. Consumers are spending less and being more selective. Products without innovation are struggling to compete.

Brands with diverse designs and good prices can still attract customers.

As consumers spend less, design and quality are key to a brand's survival. Businesses that do not innovate and charge high prices can struggle with demand and costs.

Duy Anh