Adapting to Uncertainty: Vietnamese Textile Exporters’ Market Entry Strategy Responses to New U.S. Trade Policies

Vietnam’s textile and garment industry plays a vital role in national exports, with the U.S. accounting for nearly 40% of total export turnover. However, recent changes in the U.S. trade policy—including reciprocal tariffs, stricter rules of origin, ESG compliance requirements, and enhanced labor standards—have significantly reshaped the competitive landscape in textile and garment sector. This study aims to examine these new trade measures and evaluate how Vietnamese textile and garment enterprises are adjusting their market entry strategies in response, with a focus on three key areas: product positioning and target market selection; production and supply chain management; and marketing and trade promotion. Adopting a two-pillar analytical research model with reliable secondary data, the study finds that these trade measures have driven both strategic and operational transformations. Vietnamese firms are increasingly shifting their product portfolios toward higher-end, value-added, and regulation-compliant segments. At the same time, they are restructuring supply chains to reduce reliance on imported raw materials and to enhance origin traceability. Simultaneously, enterprises are scaling up efforts to comply with evolving regulations and market expectations by investing in compliance systems, sustainability certifications, and digital marketing channels. Based on these insights, the study emphasizes the urgent need for Vietnamese textile exporters to adopt a proactive approach through strengthening internal capabilities, capitalizing on free trade agreements, and committing to transparent and sustainable business practices in order to remain competitive in the volatile U.S. trade environment.