COMPETITIVE LANDSCAPE
Diverse retail presence and digital agility define company rankings
The competitive landscape for jeans remained highly fragmented in 2025, with international players maintaining their lead. Uniqlo Vietnam Co Ltd was the leading company with a 16% value share, followed by Yody Fashion JSC with 13% and Au Chau Fashion & Cosmetic Co Ltd (ACFC) with 7%, where it locally represents Levi's.
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Overview:
Understand the latest market trends and future growth opportunities for the Jeans 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.
If you're in the Jeans 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 Jeans 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 Jeans 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 Jeans in Vietnam?
- Where is future growth expected to be most dynamic?
Jeans in Vietnam - Category analysis
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
Apparel and Footwear in Vietnam - Industry Overview
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
The following categories and subcategories are included:
Jeans
- Economy Jeans
- Standard Jeans
- Premium Jeans
- Super Premium Jeans
Jeans
This category includes trousers/pants made of denim. It comprises of all lengths including capris and shorts. Most popular brands include: Levi’s, Lee, Wrangler. Jeans are further broken down by price platform. A full list of price bands in local currency for the 46 researched markets is available upon request. Please speak to your account manager to get a copy of these.
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 Jeans research and analysis database.
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