VIET TIEN IS 3RD IN THE TOP 10 LEADING FASHION BRANDS IN SOUTHEAST ASIA 2024

Through a collaboration with research firm Milieu Insight, Campaign Asia - a prestigious business magazine specializing in advertising, communications, marketing and commercial creativity, headquartered in the UK and owning editions in the US, Asia - Pacific, India, the Middle East and Turkey, has announced the list of the top 50 fashion brands in Southeast Asia in 2024. At the same time, Campaign Asia published a report on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) including: Uniqlo , Nike, Viettien, Bench , Adidas, Penshoppe, Yody, Dior, Padini, Levi's. The ranking is based on the following criteria: awareness, purchase rate, quality, shopping experience, customer service, trust, innovation, brand touchpoints (ease of use across all digital and offline interactions) and advocacy (recommendation level). With a total score of 58.9% (compared to 60.9% in first place), Viet Tien has won the 3rd place in the Top 10 leading fashion brands in Southeast Asia.

Photo source: Campaign Asia

TOP 10 FASHION BRANDS IN SOUTHEAST ASIA

1. Uniqlo

Known for its stylish casual wear at attractive prices, Japanese fast fashion brand Uniqlo was founded in 1984 and has since achieved global success. Rather than chasing trends, the brand focuses on the basics of functionality. And based on this principle, the brand is on its way to becoming one of the most successful clothing retailers in the world . Uniqlo scores highly in the shopping experience category and is a particularly strong performer in Singapore, where it scores highest in brand awareness, purchase frequency, digital touchpoints and is second only to Singapore Airlines as the most recommended brand by Singaporeans.

Photo source: Internet

2. Nike

While the sneaker giant may have been beaten to the top spot by Uniqlo, the brand still holds on to second place overall. In fact, Nike is the top apparel brand in three markets: Vietnam, the Philippines, and Thailand, benefiting from strong brand recognition, customer service, and referral points.

Photo source: Internet

3. Viet Tien

Established in 1975, Viet Tien is one of the leading men's fashion brands in Vietnam. The brand has more than 1,300 stores , agents and points of sale across all provinces and cities of Vietnam and is famous for its diverse product lines: Viet Tien, Viettien Smart Casual, San Sciaro, T-up... The brand's third place overall is largely due to the strong support of the domestic market , achieving high scores in purchase frequency and shopping experience in Vietnam. During 5 decades of formation and development, Viet Tien has strongly dominated the domestic market of over 100 million people, becoming a Vietnamese fashion brand trusted by many generations, meeting the diverse needs of customers with many new product lines, diverse by season, many different shapes, high application in many environments.

Photo source: Viettien

4. Bench

A proud Filipino clothing and lifestyle brand, Bench has come a long way since its inception in 1987 in Makati, Philippines. Today, the brand has grown into a one-stop fashion store for casual wear, lingerie and sportswear for both men and women. With a growing number of stores worldwide and celebrity brand ambassadors such as Bruno Mars, Joe Jonas and Adam Levine, the brand is fast becoming a global force. Bench scored highest in brand recognition and customer service in the Philippines, ultimately securing fourth place overall in Southeast Asia.

Photo source: Internet

5. Adidas

The German sportswear giant has been named a Top 5 fashion brand in Southeast Asia. It also achieved top five status in every single market, including first place in Indonesia, where Adidas scored highly in brand recognition and shopping experience. Indonesia ranks among the top three sourcing countries for the adidas Group and has been manufacturing Adidas footwear since 1988.

Photo source: Internet

6. Penshoppe

Founded in the Philippines in 1986, Penshoppe is a popular retail platform where customers can shop for trendy and affordable casual wear. Today, it is the leading fashion retailer in the Philippines, and this is consistent with its high marks for brand recognition and customer service in the domestic market. While Penshoppe has expanded its presence to other Southeast Asian countries, including Indonesia, Cambodia, and Vietnam, it is the brand’s popularity in the Philippines that has helped it reach the 6th position in the Southeast Asia Fashion Brands ranking.

Photo source: Internet

7. Yody

Founded in 2014, Yody is a Vietnamese fashion tech brand that now has over 270 stores across Vietnam, focusing on producing casual fashion. Yody prioritizes sustainable approaches over fast fashion trends. The brand states on its website that it uses S'Cafe fabric (derived from coffee beans) as well as Coolmax, Airycool and Birdseye pique fabrics. Yody is one of the top 10 most loved fashion brands in Vietnam and has recently expanded overseas by opening its first physical store in Thailand, with plans to expand to Malaysia and the United States in the future.

Photo source: Internet

8. Dior

The French fashion giant is the highest-scoring luxury brand in the top 10 overall. In Vietnam, the brand scored highest for shopping experience and quality. Dior has increasingly partnered with regional celebrities to front its campaigns, further increasing its popularity.

Photo source: Internet

9. Padini

One of the most popular online clothing stores in Malaysia, known for its use of eco-friendly materials such as organic cotton, recycled polyester and recycled textile waste. Its affordable clothing line has made it a household name in Malaysia and a major player in the e-commerce market. It benefits from high brand recognition and purchase frequency in the domestic market, enough to earn it a spot in the Top 10.

Photo source: Internet

10. Levi's

Known for its denim jeans, Levi's has just broken into the top 10 fashion brands in Southeast Asia. Levi's has been aggressively expanding its presence in the region, most recently opening its largest store in Southeast Asia, in Kuala Lumpur, Malaysia's Suria KLCC mall. The denim king made it into the top 10 fashion brands in most countries in Southeast Asia and is number one in Malaysia in terms of brand awareness.