In 9 years, Yody opened 250 stores, an average of more than 27 branches per month, serving more than 5 million customers in 55 provinces and cities nationwide.
Expanding network, covering all regions
In 2014, Yody opened its first store, officially entering the ready-to-wear fashion market in Vietnam. Just one year later, the brand continuously opened 7 new branches, spread across the country with major cities, opening a challenging journey to conquer consumers nationwide.
Yody currently has 250 stores in 55 provinces and cities nationwide. Photo: Yody
In early October, Yody officially opened its 250th store, marking the milestone of reaching 55 provinces and cities across the country, gradually realizing the mission of bringing quality, environmentally friendly fashion products closer to users. This is not only a journey to conquer the goal but also records the creative fashion designs, aiming for the spirit of sustainable development, environmentally friendly of the entire team.
Looking back at the time of its establishment, while many startups focused on local development in big cities with vibrant purchasing power, CEO Nguyen Viet Hoa of Yody chose the strategy of expanding its network from small provinces. "This decision was made based on our core mission, bringing products closer to customers across the country, starting from small provinces, cities and suburbs," said Mr. Hoa.
The "reverse strategy" has helped bring many opportunities, time, financial accumulation, human resources, step by step approach and build trust with customers. The brand representative said that previously, users often thought that high-quality fashion products were often expensive, only available in big cities.
After surveying the market, the brand decided to give users in smaller cities and provinces the opportunity to experience the product. The support of customers and the continuous expansion of the chain system to 250 stores in the past 9 years have contributed to proving that their chosen strategy was correct.
Together to overcome challenges
The strategy of covering the market with a dense network of stores after 9 years has achieved certain successes. However, the journey to reach the goal has never been smooth. The representative said that from the beginning, the brand faced many challenges. However, instead of worrying, they decided to seize the opportunity from the challenge.
Specifically, since its inception, Yody has established a tight operating and organizational system. At the same time, the unit also has a team of close performance managers and early implementation of flexible logistics solutions, ensuring each store operates effectively and delivers quickly.
Understanding the domestic market and a wide network help Yody become a brand close to Vietnamese users. Photo: Yody
The next challenge comes from understanding local market needs. Yody’s initial strategy focused on targeting consumers in small cities. This requires the brand to have a certain understanding of local shopping and consumption needs. Only then can it flexibly adjust its products and marketing strategies to reflect the cultural diversity and shopping trends in each region.
CEO Nguyen Viet Hoa believes that each member of the team needs to make an effort to bring quality products and services that meet customer needs. A dense network of stores also helps the brand become closer and more "familiar" to users nationwide. Thanks to that, they can easily collect opinions and contributions from customers in certain areas, using this database to create suitable products and services.
"Each store is a potential contact point with millions of customers, helping the brand advance and strengthen its position in the Vietnamese fashion industry," the CEO affirmed.
In addition to expanding branches and store networks, Yody also actively invests in areas such as technology, human resources, expertise... to enhance the experience and conquer customers "at every touch point". The product research and development process is carried out carefully and professionally to ensure quality and customer needs.
A team of dedicated and well-trained service staff is one of Yody's plus points. Photo: Yody
The entire sales team is well-trained, honing sales and consulting skills while also gaining specialized knowledge in the fashion and garment industry. Customer service, after-sales service and the brand’s own logistics system are also aspects that are specially invested in and improved.
Sustainable development for the environment
"Product quality is not only a commitment but also a factor that helps Yody grow and reach current achievements," said the brand representative. Along with ensuring quality products to users nationwide, the unit also constantly pursues the mission of sustainability and responsibility to the environment.
Not only selling products, the brand also tells its own story about new recycled materials. This is also one of the key factors that helps Yody become different in the current domestic fashion market.
To date, Yody has utilized nearly 3 million recycled materials from corn flour, coffee grounds, oyster shells, mint plants... to produce fashion products such as polo shirts, t-shirts, shirts... Sustainable development campaigns for the environment not only help spread reputation and brand coverage but also bring benefits to the community.
The unit has spent a lot of time and effort searching for suitable domestic manufacturing partners. The brand hopes to maintain close cooperative relationships with the world's leading fabric manufacturing brands such as S'Cafe, Coolmax, or technology research enterprises such as Airycool. After being launched on the market, the "sustainable" products have received a lot of support and appreciation for the message and meaning behind each shirt.
Brand representatives said that campaigns using recycled materials to make clothes partly help reduce the negative impact of business activities on the ecosystem. Incorporating natural materials into the garment making process is also an effective way to limit waste and environmental pollution.
Through volunteer campaigns and recycling of “green” fashion products, users who care about environmental issues can continue to spread meaningful messages. The brand expects users to wear recycled clothes produced by them to demonstrate environmental responsibility.
On the other hand, implementing a sustainable campaign also helps businesses save costs, increase competitiveness and differentiate themselves from other competitors. Optimizing production processes and reducing waste are also direct ways to reduce environmental impact.
"We will continue to implement volunteer campaigns, actively spread the message of sustainability, protect the environment by encouraging the use of recycled products. At the same time, we are also committed to constantly improving quality, design, bringing optimal products and services to customers across the S-shaped strip of land," said a representative of Yody.
Ah Hien
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