Called My Closet, the Japanese retailer Aeon has unveiled a new label in Vietnam that focuses on everyday clothing.
The move has been initialised as a way of competing with brands such as Uniqlo or H&M and the collection is made up of around 400 items that have had their cost reduced by 50 – 75 per cent when compared with its competitors.
“We aim to make it Aeon’s first fast-fashion” foray, Aeon Vietnam General Director Yasuyuki Furusawa told Nikkei Asia. Vietnam is quickly becoming Aeon’s “most important market” as it tries to expand beyond Japan, with the local capacity of handling clothing production thanks to a cheap and abundant labour force, which can minimise risk of supply disruption and bring costs down.
