Online fashion sales boom in Vietnam


VietNamNet Bridge – The e-commerce community predicted that 2018 would be the year of fashion products in Vietnam, noting that busy office workers were buying more clothes from online shops.

My Ha, a media executive in Binh Thanh district, HCMC, said she is at the office 10 hours a day on average.

Ha buys at least two dresses a month. The images of newly marketed models regularly ‘jump’ into her computer, while ads appear everywhere, from social networks to news websites.

“I don’t have time to go to shops. I just seek information on the internet. If I want something, I just have to click and products will be delivered to me at the office,” she explained, adding that she only orders products from prestigious shops.

Recently, Ha and other women watched fashion performances via a livestream and ordered products while watching.

Miss Vietnam Pham Huong decided to broadcast live the launch of her first fashion collection.

A report on the 2017 e-commerce market by Q&ME showed that fashion was the most purchased item online. Technology products and cosmetics were No 2 and No 3.


Seventy three surveyed people said they bought fashion products online last year, while 36 percent bought technology products and 33 percent cosmetics. 43 percent of online shoppers said they mostly buy clothes, footwear and accessories.

Bui Duc Thien, the co-founder of Zapas, a footwear brand, said the brand has become well-known thanks to e-commerce.

“At first, Zapas only had a small online stall. After six years of development on an e-commerce floor, we gained big achievements,” Thien said.

Not only small brands, but ‘big guys’ who have many loyal clients, also try to display their products online to attract online shoppers.

ACFC which owns Calvin Klein Jeans, Calvin Klein Underwears, Levis, Dune and Diesel have worked with Lazada to sell its products via the platform.

Meanwhile, Lazada showed its ambitious plan to focus on the sale of fashion and cosmetic products in 2018, striving for the leading position in the field by 2020.

“In Vietnamese families, it is women who make purchase decisions. Alibaba and Lazada believe that it is necessary to take action to encourage women to make more purchases,” said Nguyen Thanh Thuy, branding director, when announcing the new business strategy.

At present, Lazada, Shopee, Sendo and Tiki are considered general shopping floors. The trading floors specializing in fashion products remain weak. Zalora, which proves to be the best known name, was sold to Central Group in May 2018.

Leflair only sells discounted branded products, while Topmot had to shut down in June 2017 after two years of operation.



Photo: VAM