Green newborn fashion 'scores' competitive advantage

In recent years, the children's fashion market in Vietnam has recorded an average growth rate of 8-10% per year, according to reports by Statista and Euromonitor. The infant and young child segment (0-36 months old) alone is forecast to reach a size of over 1 billion USD by 2026, thanks to the increase in per capita income and higher spending by young families in urban areas.

Along with growth, the criteria for choosing children's clothing have also changed significantly. While in the past, parents often prioritized price and style, now safety and sustainability have become top concerns. Many surveys by Nielsen and Q&Me show that more than 60% of young parents in Vietnam are willing to pay more for natural, environmentally friendly fashion products.

Skin-safe elements and sustainable materials are giving a long-term competitive advantage in the baby fashion market.

The trend of “going green” – choosing clothes made from organic materials, safe for the skin and minimizing environmental impact – is becoming the new norm. This is not only due to environmental awareness, but also reflects the desire of parents to bring the best to their children. In particular, newborn skin is 30% thinner and more sensitive than adult skin, making the story of material a decisive factor in the entire product selection.

In the growth picture of the children’s fashion industry, the “bottleneck” lies not in the design but in the materials. The market is popular with many types of fabrics such as bamboo, modal, cotton… but not all of them meet absolute safety standards.

With newborn skin being 30% thinner than adult skin, just one substandard detail can cause irritation and discomfort for your baby. This is why more and more parents are looking for brands with clear commitments on materials.

From this picture, it is easy to see why brands that focus on “skin contact safety” and “sustainable materials” have a long-term competitive advantage in the market. This is also the foundation for brands like Baru Baby to differentiate themselves with the philosophy of “Safe & Soft”.

Baru Baby was born with the philosophy of “Safe & Soft”, considering safety in skin contact as the starting standard. All products are made from natural fabrics such as bamboo fiber, cotton, modal, with international OEKO-TEX certification. These materials are popular among newborns thanks to their ability to absorb, breathe, antibacterial and bring a soft feeling to the touch.

Product of Baru Baby.

The difference of Baru Baby lies in the standardization of safety as a “reference system” in the entire design and production chain. Each product is internationally certified with OEKO-TEX Standard 100 level 1, the most stringent level for infants, ensuring the complete elimination of potentially harmful chemicals.

In addition to the material factor, Baru Baby's designs are optimized for each stage of the baby's development: from one-piece bodysuits that limit bone fractures in the newborn stage, to loose, elastic designs that help babies move comfortably during the crawling and crawling stages. The problem of "how to make your baby move comfortably while being fully protected" is solved by the brand by combining child development science with fashion design.

In the picture of “green fashion” that is becoming a global trend, Baru Baby stands out as a Vietnamese brand that meets international standards, steadfast in the philosophy of “Safe & Soft” for safety and comfort. These products are not only clothes for babies but also carry the meaning of a commitment: parents give their children the best start with love, protection and an absolute safety standard.

Thu Trang

Source: https://doanhnghiepvn.vn/kinh-te/tieu-dung/thoi-trang-so-sinh-chuan-xanh-ghi-diem-loi-the-canh-tranh/20250822113154006