Exploring the Role of Local Fashion MSEs in Vietnam’s Creative Economy: Opportunities and Challenges

Abstract

This study examines the opportunities and challenges that local fashion Micro and Small Enterprises (MSEs) face as they contribute to Vietnam’s creative economy. A key strength of these enterprises is their commitment to sustainability, reflected in their localised production processes and strong community engagement. This approach sets them apart from international competitors and provides a model for how fashion can foster a broader, more holistic notion of prosperity, one that goes beyond economic growth to encompass social and environmental well-being. The research is grounded in semi-structured interviews with local designers and an observational analysis of these MSEs’ digital presence. Through this exploration, the paper contributes to the discourse on “Prosperity Fashion”, demonstrating how localised, sustainable fashion practices can support a more inclusive and culturally rich economy.