Economic pressures drive promotional intensity and digital acceleration
Apparel and footwear in Vietnam demonstrated resilience in 2025 despite economic slowdown, with growth driven by aggressive promotional campaigns and smart apparel featuring functional innovation. Price-conscious consumers prioritised value through mega discount sales whilst brands competed on sustainable materials and high-tech designs. E-commerce continued its rapid expansion, with livestream shopping and social media marketing reshaping purchasing behaviour as digital channels gained critical importance. The landscape faces ongoing fragmentation with local challengers leveraging digital-first strategies to compete with established international players. Looking ahead, AI-powered marketing, sustainability initiatives, and circular fashion will define competitive positioning as Vietnam's fashion landscape evolves towards tech-enhanced, eco-conscious consumption.
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Overview:
Understand the latest market trends and future growth opportunities for the Apparel and Footwear industry in Vietnam with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Childrenswear
- Apparel and Accessories
- Menswear
- Womenswear
- Jeans
- Hosiery
- Footwear
- Sportswear
If you're in the Apparel and Footwear industry in Vietnam, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Apparel and Footwear in Vietnam report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Apparel and Footwear in Vietnam?
- Which are the leading brands in Vietnam?
- How are products distributed in Vietnam?
- How is the rise of e-commerce shaping demand?
- What % of apparel and footwear sales are made via grocery retailers?
- Do consumers want premium quality or fast fashion?
- How will COVID-19 and recession impact demand?
- How important is sustainability in Apparel and Footwear in Vietnam?
- Where is future growth expected to be most dynamic?
Apparel and Footwear in Vietnam
Economic pressures drive promotional intensity and digital acceleration
Price sensitivity and promotional intensity shape modest growth
Sustainability and innovation in materials reshape consumer appeal
AI and innovation expected to drive premiumisation
Online shopping and functional design to reshape retail landscape
Circular fashion and ethical production to gain momentum
International brands leverage digital agility to maintain leadership
Local brands compete on pricing and innovation amid economic pressure
Offline retains dominance whilst e-commerce accelerates share gain
COUNTRY REPORTS DISCLAIMER
Childrenswear in Vietnam
KEY DATA FINDINGS
Material innovation and omnichannel expansion set to guide steady growth
Value-led growth amid softer demand
Promotions and price sensitivity shape purchasing patterns
Tourism recovery supports demand for casual and occasion wear
Forecast growth and emerging purchasing patterns
Technology and materials to guide future product development
Navigating the sustainable shift in Vietnam’s childrenswear
Brand familiarity and broad reach support leading positions
Seasonal activities support brand visibility and engagement
CHANNELS
Apparel Accessories in Vietnam
KEY DATA FINDINGS
Digital engagement and functional design expected to guide future performance
Selective spending shaped overall category performance
Travel activity supported demand for specific accessories
Steady value growth expected across the forecast period
Technology adoption expected to guide future product development
Younger consumers to shape style direction and design priorities
International brands maintained strong visibility in a fragmented market
Domestic, unbranded and digitalfirst challengers played a significant role
Online channels gained importance as purchase behaviour continued to shift
Menswear in Vietnam
KEY DATA FINDINGS
Digital capabilities and sustainability credentials define future success
Economic pressures and promotional activity shape category performance
How Gen Z and local brands are redefining Vietnamese style
The rise of protective and performance menswear in Vietnam
Evolving consumer priorities set to drive steady category expansion
Sustainability and inclusivity expected to define competitive positioning
How AI-powered marketing and digital platforms are reshaping retail
Market fragmentation maintained amid mixed brand performance
Offline retail maintains leadership despite share erosion
Womenswear in Vietnam
KEY DATA FINDINGS
Adapting to digital commerce and sustainability demands
Economic uncertainty tempers growth momentum across womenswear
Promotional intensity and functional innovation support category resilience
Resale and rental platforms erode primary market sales
Evolving consumer priorities set to drive steady category expansion
The future of interactive and AI-driven shopping
Sustainability and inclusivity expected to define competitive positioning
Market fragmentation maintained amid international brand dominance
Digital channels gain ground through livestream and social commerce integration
Jeans in Vietnam
KEY DATA FINDINGS
Value resilience and functional innovation to guide category recovery
Selective spending and discounting shape category performance
Market polarisation dictates divergent price tier performance
Local brands leverage sustainability and value-driven innovation to compete
Technical innovation and personalised engagement to guide recovery
Segmented growth to be driven by premiumisation
How social commerce and AI-driven innovation are reshaping demand
Diverse retail presence and digital agility define company rankings
Digital integration and market polarisation redefine distribution
Hosiery in Vietnam
KEY DATA FINDINGS
Practical styles and digital commerce expansion shapes modest category growth
Mobility-led demand and heavy discounting shape value growth
Nonsheer hosiery outperforms, boosted by travel and athletic needs
Advanced materials and functional design
Active lifestyles and performance features support future growth
Technology and sustainability set the direction for product innovation
Leading companies and brands anchor a fragmented landscape
Digital-first local players emerge as credible challengers
Online and social commerce gain momentum
Footwear in Vietnam
KEY DATA FINDINGS
Fragmented landscape adapts through innovation and channel diversification
Economic uncertainty tempers growth momentum across footwear
Promotional intensity and tourism recovery support category resilience
Expanding sports event calendar creates opportunities for targeted brand activation
Brighter economic outlook set to underpin consistent category expansion
Digital adoption and high-tech product development to accelerate market evolution
Sustainability priorities and versatile design to gain prominence
Fragmentation persists as international and local brands compete on distinct value propositions
Offline retail maintains dominance whilst digital channels gain structural importance
Sportswear in Vietnam
KEY DATA FINDINGS
Economic pressures and innovation shape resilient sportswear in Vietnam
Economic pressures temper sportswear’s growth in 2025
Government sports initiatives set to benefit established players
How functional design is serving new social fitness trends
Innovation and technology expected to drive sportswear growth
Meeting the demand for adaptable activewear in Vietnam
Sustainability and inclusivity trend to gain stronger momentum
International brands maintain strength amid intensified promotional activity
Offline retail maintains dominance as consumers seek in-store experiences
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Apparel and Footwear
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- Baby and Toddler Wear
- Boys' Apparel
- Girls' Apparel
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- Belts
- Gloves
- Hats/Caps
- Scarves
- Ties
- Other Apparel Accessories
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- Men's Nightwear
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- Economy Men's Jeans
- Standard Men's Jeans
- Premium Men's Jeans
- Super Premium Men's Jeans
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- Men's Jackets and Coats
- Men's Jumpers
- Men's Shirts
- Men's Shorts and Trousers
- Men's Suits
- Men's Tops
- Other Men's Outerwear
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- Men's Swimwear
- Men's Underwear
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- Women's Nightwear
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- Economy Women's Jeans
- Standard Women's Jeans
- Premium Women's Jeans
- Super Premium Women's Jeans
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- Women's Dresses
- Women's Jackets and Coats
- Women's Jumpers
- Women's Leggings
- Women's Shirts and Blouses
- Women's Shorts and Trousers
- Women's Skirts
- Women's Suits
- Women's Tops
- Other Women's Outerwear
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- Women's Swimwear
- Women's Underwear
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- Nightwear
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- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
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- Dresses
- Jackets and Coats
- Jumpers
- Leggings
- Shirts and Blouses
- Shorts and Trousers
- Skirts
- Suits
- Tops
- Other Outerwear
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- Swimwear
- Underwear
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- Sheer Hosiery
- Non-Sheer Hosiery
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- Children's Footwear
- Men's Footwear
- Women's Footwear
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- Performance Apparel
- Outdoor Apparel
- Sports-inspired Apparel
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- Performance Footwear
- Outdoor Footwear
- Sports-inspired Footwear
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Apparel and Footwear
Apparel is the aggregation of clothing and footwear. This dataset covers retail sales of apparel through both store-based retailers and non-store retailers. Excludes black market sales (i.e. untaxed, generated within informal retailing)and duty free sales (travel retail). Items must be new when sold to the consumer; second-hand/used items are excluded. Antique and/or vintage clothing and footwear is also excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Apparel and Footwear research and analysis database.
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