Over the review period, male consumers became increasingly aware of the importance of personal appearance, believing that it would influence many aspects of their daily lives. This was mainly due to the strong development of social networks and improvement in living standards.
On the other hand, the strong development of internet retailing such as Zalora, Shopee and Adayroi has become an important factor, boosting the sales value of menswear in Vietnam as male consumers can search and buy products easily from wherever they want. Social networks can also help to raise awareness of menswear over the forecast period due to the gradual increase in the number of social network users.
In 2018, there was a gradual movement from purchasing economy products to premium brands such as Levi’s and Zara in big cities. Premium jeans recorded the fastest current value growth within menswear in 2018.
In 2018, Viet Tien Garment JSC with its popular brands Viet Tien and Ninomaxx strengthened its leadership of menswear, gaining further value share. The success of the company is mainly due to well-known local brand reputation, a well-diversified product portfolio, acceptable quality and affordable prices.
During the review period, an increasing number of male consumers showed a preference for purchasing branded products to experience higher quality and better designs. Hence, domestic companies such as Viet Tien, Owen, Canifa and Blue Exchange started to gain attention from Vietnamese consumers due to huge efforts in marketing activities as well as selling products through various online retailers such as Lazora, Shopee and Adayroi.
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This industry report originates from Passport, our Apparel and Footwear market research database.