Young mother builds famous fashion brand thanks to social networks

Ms. Lynh Honee always likes to be the "audience" in events because she wants all her employees to feel that they are the real owners of the business.

Social media solves small business limitations

Born into a family of teachers, Lynh Honee (real name Vu Hai Yen) spent her childhood in her parents' simple tailor shop. Day after day, the little girl was fascinated by watching each needle and thread carefully on the fabric. After graduating from university and getting married, that passion did not fade but continued to be nurtured through the small, pretty clothes she designed for her daughter. She meticulously chose the fabric, paid attention to every detail, and posted photos on Facebook, just with the desire to preserve memories and receive a few words of encouragement.

However, what she did not expect was that those simple photos received countless compliments, even orders from friends and the online community. It was this unexpected response that awakened an idea: why not turn the passion for sewing into a real brand? From there, Honee was born - the name was inspired by "Honey", as a message about the boundless love she has for her children like all mothers in the world .

However, in the early days of starting her business, she faced many obstacles due to lack of capital and experience. Being a young brand in the fashion industry means facing huge costs. The fashion industry requires showrooms to create trust with customers, and premises in central locations - where the target customers are concentrated - always have sky-high rents. Moreover, operating a store also entails a series of other costs.

"Besides, the traditional model is slow to develop because it depends entirely on the number of customers visiting the store. If businesses want to expand the market, they are forced to duplicate more points of sale, which is almost impossible when the brand is not strong enough and financial resources are limited," said Ms. Lynh Honee.

Ms. Lynh Honee in a fashion show launching the brand's new collection

Honee's real turning point came when social networks and e-commerce exploded. She realized that this was a solution that could solve her "headache" problems of branding, distribution, and sales. She quickly grasped the trend, put the product on Facebook, Zalo, and then expanded to e-commerce platforms. She invested in taking beautiful product photos, telling stories related to the materials, posting short videos to connect emotionally with customers. Not only that, chatting directly via Zalo or Messenger helped her understand the needs of each mother, easily closing orders and providing after-sales care.

From struggling to find an outlet, Honee gradually became a familiar name thanks to the spreading power of the digital platform. Revenue grew rapidly, the brand reached tens of thousands of customers across the country without the need for a large marketing team. For Honee, the shift to online business is not just an option but an inevitable path to breakthrough. "In the fashion industry, if there is no presence on social networks and e-commerce, small businesses entering the market have no way to compete with large, long-standing brands," she affirmed.

When starting an online business, reputation must come first.

From the very beginning, Honee chose the high-end segment, focusing on environmentally friendly materials that are absolutely safe for children's skin such as bamboo fiber or Modal. This is not only a decision about raw materials but also a brand strategy: creating products that are not only beautiful but also cherish the safety and comfort of children, which is the top priority of any mother. When choosing the high-end segment, businesses do not just sell a product but also sell trust and brand value. Consumers are willing to pay a higher price if they feel the difference in quality, lifestyle and humane message that the brand brings.

"No matter what product you sell, start experimenting on social media. It's the most cost-effective and efficient laboratory to test your ideas and make your startup dreams come true."

Lynh Honee (Founder and CEO of Honee)

However, building a premium brand is often expensive and takes years to build. This is a big barrier for start-ups when resources are limited. Social networks have become the most effective tool to solve this difficult problem. With just a moderate cost, businesses can organize videos or online advertisements, the brand can spread widely, telling the product story to tens of thousands of potential customers.

After 7 years of development, Honee has overcome many challenges to become a familiar name in the children's fashion market. However, there have been many times such as the Covid-19 pandemic that have caused the company to struggle when all workers were quarantined, the supply chain was broken, production and trading activities stagnated. One of Honee's biggest supports during difficult times is the loyal customer community - young mothers who have been with the brand since the early days. Not only stopping at buying products, they also share positive experiences on social networks, recommend them to friends, creating a natural spreading cycle.

It was that community that became the "energy source" that helped Honee stand firm when the Covid-19 pandemic caused the supply chain to break down and the factory to stagnate. Despite the delays in delivery, many customers still patiently waited and supported, because they believed that Honee was bringing the value that they were looking for. That community strength helped the brand not only overcome the crisis, but also strengthened the reputation and trust for Honee to continue to develop after the pandemic.

Looking back on her journey, Lynh Honee believes that e-commerce and social networks have opened up unprecedented business opportunities for women. "Although I don't know what products you are selling, I believe 90% of the items can be deployed through social networks and e-commerce. This is the fastest, most economical and most suitable way to test the market for Vietnamese women," said the female CEO.

5 golden rules when doing business online

CEO Honee believes that there are 5 important principles for online business people. First of all, always be honest and transparent in every photo, every product description, because customer trust is the most valuable asset. Next, don't make customers wait, consult quickly and wholeheartedly so they feel appreciated. Tell your brand story regularly through close and attractive images and videos, because content is the bridge that connects. At the same time, you should also take advantage of digital tools such as online advertising, livestream or data analysis to reach the right buyers. And finally, the product must be good, the service must be attentive, delivery on time, because only quality and kindness can keep customers staying for a long time.

Source: https://phunuvietnam.vn/ba-me-tre-khoi-dung-thuong-hieu-thoi-trang-dinh-dam-nho-mang-xa-hoi-20250912153932528.htm