Coco Sin - a Vietnamese local brand with the dream of approaching the international market

Author: Floss Vu

February 05, 2021

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The Highlights

  1. Coco Sin established on October 18, 2012, is one of the first fast-fashion brands in Vietnam.
  2. After 8 years, Coco Sin now has 9 stores in many big cities such as Hanoi, Ho Chi Minh, and Da Nang.
  3. Coco Sin's dream is to bring a Vietnamese brand to the international market.

Coco Sin was established on October 18, 2012, by 2 founders Ms. Vu Kim Yen and Ms. Tran Mai Huong in the form of an online shop. In 2013, they opened Coco Sin's first store at 328 Vo Van Tan Street, District 3, Ho Chi Minh City. In 2014, Coco Sin launched a self-designed collection for the first time. In 2015, Coco Sin participated in the domestic fashion show for the first time with a clear orientation of transforming into a local brand. Coco Sin's first flagship store which is located at 49 Ham Nghi Street, District 1, HCM City was opened on November 19, 2015. 2 months later, Ms. Mai Huong decided to turn in another direction, so Ms. Kim Yen was alone to operate everything. She registered Coco Sin as a limited company right after that. Luckily, things continued to grow and a year later, Coco Sin was presented in Hanoi with its first store at 50 Hang Non-Street. In 2017, Ms. Yen started expanding Coco Sin in the footwear accessory design and production segment, concurrently opening other stores in Hanoi and Da Nang. October 2018 is the 6th anniversary of Coco Sin. Then, the branch shop in Bien Hoa city was introduced at the beginning of November 2019. Up to now, Coco Sin has a firm foothold in Vietnam’s fashion field with 9 stores in many big cities.


Store


“The name Coco Sin coined does not have absolutely any special meaning behind it. The name “Coco” reminds a lot of fashionistas, so it helps, and I just want a simple, friendly name that can read how to write it. I think that to make the name Coco Sin from the moment it has no self-worth until it becomes a name with brand value guaranteed by the majority of consumers, it lies in the quality of products and services we created for the users. So from the first day, I did not pay too much attention and spent a lot of time coming up with a name with profound implications. Instead, I spent a lot of time focusing on product development” Ms. Kim Yen shared.


Coco Sin was originally just a retail fashion shop, specializing in importing goods from many different sources and lacking product features and exclusivity. That leads to high price competition. When the local brand trend began to develop, Coco Sin stood in the middle of choosing to continue to import or switch to the form of self-design and production. It is not a simple decision, because Ms. Yen herself didn’t go through a formal training school in fashion. Therefore, she had no background knowledge of garment techniques and materials. In the end, she chose one side to still import and sell, and on the other hand, she produced her clothes.


"In the early days of going to the lychee market, because I was not knowledgeable about fabric, I didn’t dare to buy a lot, so no one welcomed me", Coco Sin’s CEO shared. "After that, I went to the garment factory near my home to make a prototype, went to work countless times before I could launch my first collection in 2014”. After about a year of alternating between imported and exported goods designed to be perfect according to customers' opinions, we completely turned to self-design and production” Yen recalled. In 2014, Coco Sin launched a self-designed collection for the first time. In 2015, the brand participated in the domestic fashion show for the first time with a clear orientation of transforming itself into a local brand.


Founder


Despite the first day’s difficulties, Ms. Kim Yen still recognized some advantages. Firstly, products from foreign brands in Vietnam are often made according to international standard measurements. And local brands do research and develop products according to the main strengths and weaknesses of Vietnamese people. This is one of the great advantages. The second advantage she can see is that products from local brands are quite competitive compared to foreign brands. Thirdly, Yen thinks local brands will still exist and develop domestically, although many foreign brands are about to land like Uniqlo, thanks to their spiritual value. “If one brand truly brings about the spiritual value of it, that brand will develop sustainably,” she said.


After Coco Sin decided to transform into a local brand from the end of 2015, the change of the brand’s identity came with collaborations with celebrities. In April 2017, COCO SIN for the first time launched a collaboration collection with celebrities, and the first character to own a style of dress that Ms. Kim Yen feels trusted is young actress Angela Phuong Trinh. The collection is titled IT Girl and is performed at Park Hyatt.


May 2018 is the second biggest collaboration between Coco Sin and Miss Pham Huong, with the collection titled Girl Boss. The show brought together 400 guests in the basement of the RomeA shopping mall. The September 2018 collection, titled Girls Run The World, is a collaboration beyond the country. The collection combined with Jessica Minh Anh, a famous figure in the fashion world in Paris, made Coco Sin become a Vietnamese local brand with a show introducing the new collection in Paris.


The launch of collections in cooperation with KOLs is an effective form of marketing, attracting a lot of attention and interest from customers and media to COCO SIN. Moreover, they help Coco Sin to develop the value of the brand as well as a long-term direction.


Models


Coco Sin brand was founded with a mission to inspire women and to embrace their confidence in fashionable presence. The team dedicates the brand to celebrate the image of a modern woman, who is confident, courageous, daring, and fashionable. Coco Sin makes an effort to deliver those elements to each customer through authentic design language.


Coco Sin’s designers simulate current fashion trends for the season by research and analysis of ongoing fashion events in the world. With a fair idea of forthcoming trends in terms of colors and fabrics, a designer conceptualizes a theme. A theme may be a set of emotions or a message that a designer is set to weave through his or her designs. These themes are then translated onto a board full of images, fabrics, and trims, etc. known as mood boards which are used for creating collections.


As at the frontier of building a local brand, Coco Sin's dream is to set an example and assert a positive message to other up-rising Vietnamese brands in both international and domestic domains.

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