To combat prolonged heat, consumers, especially Gen Z, often prioritize clothing that offers cooling and breathability. Products prioritizing lightness, breathability, and moisture-wicking properties, which help reduce the feeling of heat in high temperatures, consistently rank among the best-sellers in the current market.
In this context, Yody organized an event themed "Cooler & Closer" to introduce the collection of the same name on 19/4, at the Grand Plaza Hotel in Yen Hoa, Hanoi. Information from the manufacturer states that "touch cool" technology is a distinctive feature of the products, making the fabric feel cool upon skin contact and aiding in heat dissipation throughout wear.
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Actor Binh An and his wife, runner-up Phuong Nga, commented that the event space created a cool feeling, a novel element in fashion. Photo: Yody |
Actor Binh An and his wife, runner-up Phuong Nga, commented that the event space created a cool feeling, a novel element in fashion. Photo: Yody
Speaking about the product development direction, Nguyen Viet Hoa, a Yody representative, stated that the brand focuses on adaptability to various weather conditions. He explained that fashion should not only meet aesthetic requirements but also support wearers in different environmental conditions.
The "Cooler & Closer" collection is developed as "applied fashion," where functionality is considered alongside design. The product range is suitable for many occasions, from office environments to outdoor activities.
The manufacturer explained that "touch cool" technology is measured by the Q.max index, which indicates the fabric's heat transfer capacity upon skin contact. Materials with a Q.max index of 0,13 or higher can create a cool sensation upon touch. Meanwhile, the Waffle and Cafe.da lines achieve a Q.max of 0,18, and Ponte Roma Cool reaches 0,2.
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The arrangement highlights the lightweight nature of the designs in the "Cooler & Closer" collection. Photo: Yody |
The arrangement highlights the lightweight nature of the designs in the "Cooler & Closer" collection. Photo: Yody
These technical specifications provide consumers with a basis for evaluation, comparison, and reference when making purchasing decisions, rather than relying solely on subjective feelings. According to company data, over 2 million products incorporating "touch cool" technology are expected to launch in 2025, belonging to the high-consumption group within the catalog.
Alongside product development, the company is expanding its retail system. As of April, Yody has 275 stores nationwide. The Vietnam Record Book (VietKings) recognized Yody as the "Vietnamese multi-segment fashion brand with the most stores, covering 34 provinces and cities nationwide" (271 stores at the time of recognition on 22/1).
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Yody was recognized by VietKings as the "Vietnamese multi-segment fashion brand with the most stores, covering 34 provinces and cities nationwide." Photo: Yody |
Yody was recognized by VietKings as the "Vietnamese multi-segment fashion brand with the most stores, covering 34 provinces and cities nationwide." Photo: Yody
A company representative explained that expanding the system increases consumer access and supports direct in-store experiences. As the weather becomes more extreme, fashion businesses are combining design with functionality to meet the demand for comfortable wear in hot conditions.
"Developing lines using 'touch cool' technology is how we keep pace with the fashion industry's new direction, where user experience becomes one of the emphasized factors, alongside aesthetics," the representative added.
Established in 2014 (with its predecessor Hi5 from 2009), Yody operates on a multi-channel retail model, focusing on functional products for everyday wear. The company has expanded its system to hundreds of stores nationwide, carefully selecting materials and applying technology to enhance the wearer's experience.
Dong Ve
