Vietnamese fashion in Thailand

Taking advantage of the influence of idol culture and favorable geographical conditions, many Vietnamese fashion brands choose Thailand as the first place to "go global" on the journey to bring Vietnamese brands to the world.

Access to international markets from Thailand

Vietnamese fashion has not only made a splash in the international market through runway shows or being chosen by famous artists, but has also taken a big step forward by opening a store right in the capital of Bangkok, Thailand. At the end of 2024, two names were constantly mentioned, including the daily fashion brand Yody and the designer fashion brand Lsoul.

Lsoul Fashion on the Runway of Shanghai Fashion Week 2025

Photo: NTKCC

Runner-up, supermodel Hoang Thuy performs for Lsoul at Shanghai Fashion Week 2025

Photo: NTKCC

Singer My Tam wears Lsoul's outfit

Photo: NTKCC

K-Pop girl group Aespa appears in a magazine wearing Lsoul's outfits

Photo: NTKCC

Brand founder Nguyen Trong Lam said that before the milestone of opening a flagship store in Thailand, Lsoul was already a Vietnamese brand known and loved by Gen Z in the "Land of Golden Pagodas". Young Thai people who came to Vietnam on shopping trips have come to buy clothes directly at the store. In addition, the number of Thai customers ordering through the website and Facebook channels is also very stable. The list of Thai celebrities who favor Vietnamese brands includes: Lisa of BlackPink, Namtan, Film, Miss Grand runner-up Juthamas Mekseree, MYYU... along with a series of famous YouTubers such as Apple Lapisara, Milky Praiya, Janis Janistar... "We also conducted "tests" through social media channels TikTok, X... to directly approach young Thai people and received very positive signals. All of these factors urged us to choose Thailand as the first "go global" (international) destination", the founder born in 1995 shared.

In the context of a difficult general market, many units have withdrawn to operate online, taking advantage of e-commerce channels to save operating costs, the store opening activity shows the long-term commitment of the Vietnamese brand to the Thai market. The physical store allows Lsoul to directly convey its spirit, image and message to customers; convenient for its own marketing campaigns, applying after-sales policies, and customer gratitude for each region.

Operating since 2014 and reaching the milestone of 280 stores at the time of its 10th birthday, Yody chose the daily wear segment and a development strategy from the suburbs and small towns before entering the central area. The brand's polo shirts, jeans, sportswear , etc. focus on versatility, sustainability and environmental friendliness. Yody once surprised everyone when it entered the Top 10 leading fashion brands in Southeast Asia in 2024, ranking on the same list as "big brother" Viet Tien (according to Campaign Asia and Milieu Insight Research Company). In addition to the store at Paradise Park shopping mall (Bangkok), Yody also invested in a Thai-language sales website.

Yody's fashion focuses on everyday wear

Photo: Yody

Yody Store in Thailand

Photo: Yody

Meanwhile, fashion brands for young Vietnamese people have taken more cautious steps. Ms. Nguyen Thi Ngoc Mai, founder of Dottie, said that combining with a multi-brand concept store (a form of selling many brands in the same store) is the first opportunity for Dottie to bring products directly to customers. At the same time, e-commerce sites are also being invested in to develop and sell through online channels. "Thailand is a potential market because in addition to domestic customers, there are also a large number of international customers. If Vietnamese fashion conquers the Thai market, the opportunity to conquer international customers and the Southeast Asian region will be more open," Ms. Mai commented.

The door is open

After the store in Thailand fulfilled its expectations, Trong Lam continued to bring the brand closer to Chinese customers with a runway show at Shanghai Fashion Week and moved on to open his own store. Commenting on the Vietnamese brand's debut, Vogue China commented: "In just 8 years, this pioneering brand in Southeast Asia has risen from a local star to an international luxury tycoon."

After debuting at SR Celebrating Local Pride 7, Dottie brand opens popup store in Thailand

Photo: Organizing Committee

Dottie's outfits are trendy, youthful and modern.

Photo: Dottie

Before being placed on par with international brands, Lsoul once created a fever called "Jennie effect". More than 2,000 products were sold out within 15 minutes after the BlackPink singer posted a video wearing a Lsoul dress on her personal page. Acknowledging the influence of celebrities to help the brand become familiar both in Vietnam and the international market, Trong Lam also frankly raised the question: Why do celebrities choose to wear Vietnamese fashion? The answer lies in the brand spirit, design, materials and manufacturing process. In addition, there is also the contribution of the consulting process, after-sales service... to help the brand conquer the mass customer base. "If we only relied on famous customers, we could have been eliminated by the market right after selling out 2,000 products to those who wanted to try the set Jennie wore," Trong Lam said. Accordingly, the most important goal of him and his colleagues when bringing Vietnamese fashion to the world is to affirm the brand identity - maintaining its own "quality" among countless international trends and tastes.

It can be seen that in recent years, Vietnamese fashion is no longer strange to Thai fashionistas. Many Vietnamese designers have come to Thailand to perform at Thailand Fashion Week, cultural and diplomatic events... Besides names that know how to "make it on their own" such as Lsoul, Yody or Dottie, many other doors have also opened up opportunities for Vietnamese brands to reach Thai customers. Mr. Nguyen Minh Duc, Creative Director of Narc Studio, said that the unit is promoting cooperation activities with concept stores in Bangkok to select 10 Vietnamese fashion brands to bring products to stores at 3 famous locations: Siam Square Soi 2, Siam Center and Emsphere (Bangkok, Thailand).

Source: https://thanhnien.vn/thoi-trang-viet-tren-dat-thai-185250529210825973.htm