SSStutter and its outrageous marketing tactics: Constantly announcing closures, farewells, and then reopenings as if it were a joke!

It's not BTS, it's SSStutter who just made a comeback!

After a sentimental farewell letter that sounded like the end of a 10-year youthful romance, SSStutter recently surprised the online community and loyal customers by announcing its return. Specifically, on the evening of April 9th, Vietnamese fashion enthusiasts were once again taken aback by SSStutter's latest post. Still with its tearful, philosophical tone, the brand announced its comeback after a "farewell long enough to look back." And the "long enough" that SSStutter referred to. was 60 days.

Just two months after announcing the closure of its entire system on January 31st, this 10-year-old men's fashion brand is ready for a rebirth. The brand stated that the past 60 days were a necessary period of reflection to better understand and improve for its customers. However, instead of being moved, netizens felt like they were being made a fool of in a clumsy play.

The SSStutter notification has returned again (Screenshot).

Immediately after the post, SSStutter was hit with a barrage of criticism from its former loyal customers. The wave of criticism focused on the brand's abuse of consumer trust and compassion to conduct sale-off and clearance campaigns. Many even called for a boycott, arguing that a brand that doesn't keep its word doesn't deserve long-term support. The constant use of the "breakup" tactic to gain engagement has made the image of a 10-year-old brand seem cheap in the eyes of the public.

- Using the closure of your shop as content is truly a high-class move. Just close down, shop owner, it's too disgusting!

SSStutter is like a circus, isn't it?

- Saying goodbye every year, can't you be a little more trustworthy?

- There's only one type of content that I never get tired of using.

- Are you treating customers like a joke or something?

"A shower of bricks and stones" welcomes the brand's comeback.

To understand why netizens are so outraged, let's look back at SSStutter's extensive history of breakups in less than a year:

- May 2025: SSStutter kicks off its campaign by closing its last branch in Ho Chi Minh City (Nguyen Trai).

- August 2025: Continuing with a similar scenario to bid farewell to the "7 Years of Youth" store on Dang Van Ngu Street (Hanoi).

- January 31, 2026: The climax was the official announcement to cease all offline operations, accompanied by a tearful video shared by the Founder.

It's safe to say that even without singing, SSStutter's farewell and comeback posters over the past year are on par with those of Kpop idols!

In the video "3 Real Reasons Why SSStutter Stopped," this person mentioned cash flow pressure, feelings of guilt towards staff, and admitted that they were no longer suitable to lead the youth's style. These heartfelt confessions at the time touched the hearts of SSStutter's loyal customers, leaving them regretful for a youth they had shared together.

However, all those reasons suddenly became ridiculous when, as many predicted, the brand reappeared after only two months of inactivity. SSStutter's return with the message "still the same minimalism, but more refined" raises the question: Did financial pressure or a change in founder really exist, or were these just materials for building a marketing campaign so uncreative that it shamelessly resorted to clichés?

Perhaps in SSStutter's dictionary, the concept of "goodbye" is being redefined within a completely different frame of reference. Sixty days, which is roughly the length of a student's summer vacation, has been elevated by this brand into a century-long farewell for reflection and understanding. If things continue this way, perhaps SSStutter's customers should cultivate a steely resolve: don't cry at the farewell letter, don't be sad at the news of closure, and don't be too surprised when they "rise from the dead."