Has the Local Brand Market Reached Saturation? Here’s How Your Brand Can Break Through with Function+ Fabric
With hundreds of local brands emerging every year in Vietnam, how can your T-shirt or hoodie stand out instead of getting lost in a sea of choices? A catchy design or trendy print is no longer enough. The real competition now lies deeper — in the experience and feeling your customer gets when wearing your product. That’s where Function+ fabric becomes a game-changing competitive advantage. The main audience for most local brands — Gen Z — are smart, practical, and conscious consumers. A clear example: skinny jeans, once a dominating trend for a decade, are now vanishing from young people’s wardrobes. Their restrictive fit simply doesn’t suit today’s active, on-the-go lifestyle. Gen Z demands more than just an outfit: Comfort and functionality are no longer “premium extras” — they’ve become the unspoken standard customers use to judge a product’s true value. The race for better fabrics has already begun — and it’s getting more intense. Let’s take a quick look at brands mastering this strategy: Uniqlo – The global pioneer of fabric-based marketing with signature lines like AIRism (cooling & soft) and HEATTECH (heat-retaining). Image source: Uniqlo Image source: Uniqlo Image source: Uniqlo Coolmate – A prime Vietnamese example. The entire brand is built around smart, practical clothing for men, with fabric technologies like Excool (Quick Dry) at its core. Image source: Coolmate Image source: Coolmate Image source: Coolmate Routine, Couple TX, Yame – These brands constantly introduce functional fabrics featuring anti-wrinkle, UV-protection, and breathable technology — turning fabric performance into powerful selling points. Image source: Couple TX Image source: Yame The key takeaway: “The shirt that breathes.” That’s how top brands create added value — and convince customers to pay more. Many still believe that high-tech fabrics and functional materials are only for global brands with huge R&D budgets. In the past, this was true — functional textiles came with high MOQ (minimum order quantities), complex development, and heavy upfront costs beyond the reach of small brands. But now, Kim Vũ Fabric has made Function+ fabrics accessible for businesses of all sizes. Now, even a small local brand or start-up with just a few team members can confidently launch a “breathable T-shirt” or “antibacterial shorts” collection — matching the quality of major labels.
If you’re looking for a fabric that’s not only stylish but also tells a meaningful story for your local brand, this is the guide for you.Gen Z No Longer Buys “Nice Clothes” — They Choose “Smart Clothing”
In their place: wide-leg, baggy, or cargo pants that allow comfort and freedom.
Fabric Innovation: The Secret Marketing Weapon Behind Leading Fashion Brands
They don’t sell shirts — they sell comfort and weather solutions.
They transformed technical specifications into emotional stories:
“The antibacterial pants.”
“A T-shirt that feels like wearing nothing.”Function+ Fabric: Leveling the Playing Field for Every Local Brand
Whether you’re a small startup or a large fashion label, we provide premium functional materials that match your creative ambitions.Unbeatable Advantages When Your Local Brand Chooses Function+ from Kim Vũ Fabric
When your clothing delivers real value, you have every reason to price higher and escape the “cheap T-shirt” race.
Beyond product photos, you can film feature-test videos, write educational fabric content, and create meaningful campaigns about human-centered fashion.
Shoppers may come for the design, but they’ll stay because of the superior wearing experience that Function+ fabric offers.
Function+ fabric is durable, form-retaining, and color-stable, leading to higher satisfaction and fewer quality issues.
All made possible with Function+ fabrics from Kim Vũ Fabric.
