Designer and businesswoman Van Anh Scarlet: “Riding the waves, stepping on the wind”, building a career from scratch
Not only is Van Anh Scarlet a favorite fashion brand of many customers, it is also one of the preferred choices of artists and celebrities.
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| Designer, businesswoman Van Anh Scarlet, General Director of VAS. |
That success is the result of the constant efforts of Do Van Anh, a talented designer and a courageous businesswoman.
The path from the "niche of niche" market
Ten years ago, the Vietnamese fashion market was popular with the practice of importing clothes from China for retail, with very few domestic brands being independent from design to production. At that time, young Do Van Anh saw a gap in the market: the segment of designer products that served customers' needs for going out and partying.
Having trained in interior design (Hanoi Open University), Van Anh has a solid foundation in aesthetics and color, so switching to fashion did not pose any difficulties for her professionally. However, finance is a problem for a girl who comes from a poor family with no economic support. To have enough capital to start a business, Van Anh did many jobs, from selling rented clothes, being an MC, to being a model at events.
In 2015, with a capital of about 200 million VND, Van Anh boldly established the fashion design brand Van Anh Scarlet. Scarlet was inspired by the character Scarlett O'Hara in the work "Gone with the Wind", a female character that Van Anh loved very much because of her strong and independent personality. Van Anh Scarlet has also become the name associated with the young designer since then.
Starting to build a brand, Van Anh saw very clearly the path ahead: to be completely self-sufficient from design, production to sales, following the criteria "what is mine will always be mine". She established a small production workshop, taking on many jobs at the same time, creating designs, directing production, including packing and shipping.
Van Anh Scarlet’s designs at that time could be considered a breath of fresh air in the Vietnamese fashion industry, standing out for their sexiness, daring, and even somewhat picky designs. Each product cost several million VND.
“It is an extremely difficult and challenging market, in a niche-like way. But such a small market will suit my capital, help me promote creativity, art and less competition,” Van Anh Scarlet explained.
By choosing to open stores in prime locations in the capital, promoting the development of the brand associated with the founder, Van Anh Scarlet's products gradually found a foothold. To achieve the goals, business ideas and develop the business, in the early years, the businesswoman had to attend many evening courses on leadership skills, human resource management, financial management... This was also a way for her to restrain the flighty personality of an artist, which is a strength in creativity, but a weakness when running a business.
With each collection launched, Van Anh Scarlet has a very clear strategy. “It is not true that just putting all fashion trends into one collection will be successful,” the young designer said. Normally, a collection consists of 10-15 designs, of which there will be 4-5 “key” designs, optimized for production costs and refined designs, competitive prices, high applicability, ensuring suitability for the majority of female customers and bringing in main revenue for the business; 2-3 designs are made for the purpose of promoting the brand, mainly for artists or celebrities; the remaining designs will be produced depending on each customer segment and each sales channel.
Thanks to such meticulous calculations, the Van Anh Scarlet brand has almost no inventory, and massive discount programs are also very limited. On the occasion of March 8, Van Anh Scarlet thanked customers with a new collection, instead of deep discounts like many other brands.
Flexible to "ride the waves, tread the wind"
After nearly a decade working in the fashion industry, Van Anh Scarlet has learned the most valuable lessons for her: perseverance, discipline, and determination to pursue her goals to the end. “Seeing my parents work so hard, I always want to succeed quickly, faster than my parents age,” the 1991-born businesswoman said about the motivation that drives her to move forward.
She shared that the development journey of a business in general is usually quite smooth in the early stages, when relatives and friends support and are willing to try out the products and services. After this stage, the business enters a "trough" where a series of problems will arise, such as a decline in customers, poor management, product problems, unstable human resources, etc. Even after overcoming the "trough", the business can easily fall into a stagnant phase, forcing the leader to constantly adjust the business model to prove its value to customers and avoid competitors copying the idea.
“Many entrepreneurs go halfway, or a part of the way, then give up due to countless difficulties. But I believe in myself, believe in the path I have chosen to continue,” Van Anh affirmed.
Being steadfast with the goal ahead and flexible in each stage is the style of designer Van Anh Scarlet. If she feels that a certain product code is not selling well, or a certain store is not profitable, Van Anh is ready to close it immediately.
“I believe that pain that is patched and bandaged promptly and properly is better than letting it fester over time. That is how I manage my business. There are things that need to be patiently waited for, but there are things that must be resolved immediately to avoid long-term losses,” the female CEO explained.
During the production process, if we notice a certain fashion trend or a product code that is well received by customers, all of the Company's staff will focus all their efforts on production and put the product on the shelves within 3 - 5 days.
Flexibility is the key to Van Anh Scarlet's survival during the Covid-19 period as well as the economic recession, helping the businesswoman preserve her workforce, instead of having to cut down. For example, during the pandemic, unable to consume party fashion designs, Van Anh Scarlet switched to producing home wear, still designer goods, but at reasonable prices. Or during the economic recession, the brand did not focus on expansion strategy, but would strengthen its internal strength.
Van Anh Scarlet said that this is the period when she and her business are "healing", after 4 years of trying to survive the Covid-19 pandemic and economic recession. The number of stores has been reduced to 4 main locations, and the brand has also promoted distribution activities through e-commerce platforms. The designer is trying to catch up with the late 9x generation and Gen Z in the ability to adapt to the online environment. She is confident that she has a competitive advantage thanks to her understanding of customers, ability to judge the market, strong creativity and solid internal strength, thanks to owning her own sewing factory and understanding the production process of goods.
In 2024, Van Anh Scarlet's VAS Trading and Production Company (VAS) plans to launch many new fashion brands, such as street fashion, fashion for young customers - Gen Z, elaborate handmade fashion - haute couture, children's fashion, office fashion... In addition, the businesswoman wants to improve the brand's position in many countries around the world , besides the markets of Thailand, Singapore and China, by strongly developing e-commerce channels or opening stores in shopping malls.
“Vietnamese fashion is increasingly favored by international stars. Vietnamese people’s hand-sewing, embellishment, and embroidery techniques are very good. I want to prove to the world that Vietnamese fashion brands are capable of competing with foreign brands,” businesswoman Van Anh Scarlet affirmed.
It is often said that behind every successful man is a woman. So, in your opinion, what is behind a successful woman?
It's... loneliness. Even successful women rarely acknowledge the success of other women. There's nothing wrong with that, it's just that women are naturally competitive.
In Vietnam, women are still associated with many prejudices, that they must be virtuous, develop their career, and take care of their family. These prejudices make women have to be stronger and tougher to face the pressure. For women in business, this toughness is even more obvious.
Meanwhile, men often like women who are soft and gentle, so tough women will be difficult to like or sympathize with. Sometimes, women who are too successful will be associated with the stereotype of having difficulty finding a husband…
Do you think that because you are successful in business, you are still single?
This can be considered a sacrifice of mine to pursue my career path. In fact, with my current job, I don’t have time to meet anyone, especially when I am focusing on strengthening the business after a period of fighting Covid-19 and economic recession. In addition, due to the nature of my job, I mainly interact with women, so the opportunities to expand relationships are also limited.
What kind of man would be suitable to be with Van Anh Scarlet?
The man I decide to be with may not need to have too high standards, but he needs to share knowledge and vision with me. If I marry a man I cannot confide in and share with, then I should not try.
In my opinion, a woman should only get married when she has enough money, experience, knowledge, and has lived her dream to the fullest so that she is ready to take responsibility and share her life with another person.
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