In preparation for the upcoming peak business season, most major domestic women's fashion brands such as Elise, Nem, IVY Moda, and SIXDO... are introducing new collections. With the hot weather and summer vacations, fashion designs prioritize lightweight and thin materials, predominantly using chiffon, lace, and silk in vibrant colors. Bright solid colors or large floral patterns are the trends for summer fashion. Particularly, the designs from these brands have a slight inclination towards classic styles, featuring ruffled details, bustier dresses/tops, pinafore dresses, baby doll-inspired long dresses, vintage-style skirts, shorts, button-up shirts, ruffled halter tops, T-shirts, etc., with prices ranging from 690,000 to 3,996,000 VND per item, depending on the brand. Alongside the introduction of new collections, most brands have promotional programs offering discounts of 20-50% for customers.

At the general fashion retail stores along Nguyen Viet Hong, Nguyen Trai, 30th April, Phan Dinh Phung, Mau Than, 3rd February, and Ly Tu Trong streets, a variety of summer fashion dresses, gowns, and clothing items flood the shelves. According to the opinions of many people, although they may not be as beautiful or refined as branded items, the prices of these outfits sold at these stores are "affordable" and easy to purchase. The materials are diverse, and fashion trends change quickly, making them a preferred choice, especially among young people. Depending on the origin and materials, the prices of these clothing items vary, ranging from 125,000 to 350,000 VND per shirt, 215,000 to 520,000 VND per dress, and 85,000 to 320,000 VND per pair of long jeans, shorts, or tops. For middle-aged women, they often purchase additional sets of clothing made from stretch cotton, ply knit, chiffon, and other lightweight, cool, and wrinkle-free materials. These sets are designed with loose-fitting tops and mid-length or long-fitted pants. They are available at prices ranging from 185,000 to 850,000 VND per set, with origins from Vietnam, Thailand, and China. In addition to buying ready-made garments, many women also purchase fabric to have custom-made outfits that fit their preferences.

Swimwear is an essential item for beach trips. There haven't been many changes in terms of style, as swimwear for women is designed in two forms: two-piece (bikini) or one-piece. The fabric used for swimwear is typically thick and stretchy, with vibrant colors offered by brands such as Bikini Passport, Hanh, Xuan Thu, with an average price ranging from 250,000 to 520,000 VND per set. Swimwear for girls ranges from 85,000 to 420,000 VND per set, while swim shorts for boys cost around 65,000 to 165,000 VND per pair. Men's swim shorts are priced at approximately 100,000 VND per pair, and various types of towels range from 55,000 to 315,000 VND per piece. Along with swimwear, it is recommended to purchase swimming goggles, floatation devices, swim caps, and waterproof bags to store electronic devices, with prices ranging from a few tens of thousands to a few hundred thousand Vietnamese dong per item. Depending on body shape, there are suitable designs available. Moreover, certain brands also offer designs tailored for individuals with non-standard body shapes to help conceal imperfections.

Hats are also an essential item. The hats available on the market are mostly domestically produced and made from materials such as cotton, canvas, straw, and denim. Depending on the destination, one can choose different hat styles. For beach trips, wide-brimmed hats with fabric ribbons, and fabric flowers (wooden) embellishments can be selected with prices ranging from 145,000 to 2,500,000 VND per piece. Smaller-brimmed hats or visors, half hats, range from 120,000 to 850,000 VND per piece, depending on the brand. When choosing hats for children, parents can purchase sun-protective fabric hats (with visors and fabric covering the entire back of the neck) priced at approximately 100,000 VND per piece. Premium imported hats with additional features like whistles and adjustable straps for a better fit for children are priced at around 250,000 to 450,000 VND per piece.

Sunscreen is also an essential item. There are many sunscreen products available on the market, ranging from domestic to imported brands, from affordable to high-end, to suit different skin types and purposes. Popular brands such as Sunplay, Nivea, Bioré, Neutrogena, L'Oreal, Shiseido, The Faceshop, Vichy, Anessa, Avène, Laneige, with SPF 35, 50, 100 sun protection factors, come in the form of creams, serums, lotions, gels, or sprays, with an average price range of 62,000 to 650,000 Vietnamese dong per tube (25-50ml). In addition to considering the SPF factor, women now also choose products that are oil-free and do not smear when used. To meet consumer needs, most sunscreens available today are 3-in-1 products, meaning they provide sun protection, skin nourishment, and coverage (can be used as foundation) for makeup; some are in powder form. Many of these products also contain antibacterial, dust-resistant, moisturizing, oil-controlling, and soothing ingredients to prevent skin irritation. Additionally, many people also use sunscreen pills. Most of the sunscreen products sold in the Vietnamese market are imported from countries such as Japan, the United States, and Germany, with brands like DHC, Sakura, Be Max The Sun, Uv Fine, Caroti, Murad, priced from 350,000 to 1,450,000 VND per package of 30 or 60 pills, depending on the type. For children, brands such as Johnson & Johnson, Pigeon, Sunplay, Nivea, Vichy, Avène, Suave Kids, L'Oreal Kids, Gerber, Huggies, Cetaphil can be chosen, with prices starting from 85,000 VND per product. Other cosmetics such as face masks, dry shampoos, and moisturizing creams are also popular choices.

Currently, many women also find it convenient to shop online on e-commerce platforms and social media. In addition, purchasing products online allows for a wide range of brands and styles. However, according to recommendations, when shopping online, women should choose reputable sellers and have clear information about the products.