Nordic countries such as Sweden, Denmark, Norway, and Finland have consumers who consistently prioritize eco-friendly products and corporate social responsibility. In these regions, sustainable textiles made from organic or recycled materials, produced under environmentally responsible and labor-conscious standards, are increasingly dominating the market.

Natural materials and traditional craft as competitive advantages

According to Nguyen Thi Hoang Thuy, Vietnam’s Trade Counsel in Sweden (also covering the Nordic countries), entering the sustainable fashion segment demands not only high-quality production but also compliance with the European Union’s increasingly stringent sustainability standards.

This expectation is reflected in the EU’s New Textile Sustainable and Circular Strategy, announced in March 2022. The strategy aims to reduce the environmental and resource impacts of the textile industry, encourage circular product lifecycle models, and enforce strict regulations on durability, recyclability, and eco‑friendly manufacturing processes of fashion goods.

Thuy emphasizes that as one of the world's leading textile exporters, Vietnam stands at the threshold of tapping into this niche market. With the EU’s sustainability push aligning with rising consumer demand in the Nordics, opportunities abound—if Vietnamese manufacturers adapt.

“We have significant strengths to offer, such as abundant natural resources … organic cotton, bamboo, rattan, and natural silk—all biodegradable and chemical-free, appealing to Nordic consumers,” Thuy points out.

Furthermore, traditional craftsmanship—from silk weaving to hand embroidery and authentic ethnic attire—can deliver sustainably made products with cultural resonance. These goods not only align with eco‑friendly requirements but also attract Northern European buyers seeking cultural uniqueness.

Yet this strategic road opens some critical requirements. EU regulations now demand rigorously verified eco-friendly production, lifecycle integrity, and recyclability—a considerable hurdle for exporting manufacturers.

Meeting these criteria necessitates investments in cleaner production technology, efficient waste management, and securing international certifications such as GOTS (Global Organic Textile Standard) and Fair Trade, which can impose higher initial costs.

Adapt quickly to gain a foothold

Thuy advises Vietnamese companies aiming to enter the Nordic sustainable fashion segment to promptly align production methods with evolving regulations. Partnerships with international certification bodies can bolster credibility and create a competitive edge.

“To meet EU standards for recyclability and circularity, businesses should invest in recycling technologies and develop products designed for repeated use. Optimizing production to minimize waste is another key strategy," she recommends.

She also stresses the importance of creative design to enhance product value. Aesthetic appeal and modern style, when tuned to Nordic tastes, are just as vital as environmental compliance.

“Products must not only satisfy sustainability criteria but also reflect modern aesthetics and contemporary design favored by Northern European consumers,” Thuy notes.

Incorporating traditional Vietnamese materials—like mulberry silk—and combining them with modern design and state-of-the-art techniques can yield high-end sustainable fashion products with a cultural edge.

Online platforms offer another critical channel for market access. Vietnam’s Trade Counsel in Sweden suggests leveraging sustainable fashion retail platforms such as Zalando, ASOS, and other niche green fashion marketplaces to directly reach Nordic consumers.

Nordic buyers place high value on product origin and storytelling. Thus, Vietnamese businesses are encouraged to develop brands built around eco-conscious production processes and traditional craftsmanship. This narrative can strengthen customer connection and elevate brand recognition.

“To succeed, enterprises must swiftly adapt their production models to meet strict environmental and social standards while fully leveraging cultural heritage and creative design. The combination of sustainability and culture can help Vietnamese firms claim a standout position on the global stage and conquer the high-potential Northern European market,” Thuy concludes.

Source: Vũ Khuê / vneconomy.vn

View the original article here.