The most popular Vietnamese local brands

In the fast-growing invasion of more foreign fashion brands market, Vietnamese fashion brands are being left smaller market share. However, Vietnamese fashion brands have been carrying out an overhaul from design, production, distribution to marketing to meet the customers’ demand.

Below are some popular local fashion brands which are selected by long-standing existence, nationwide stores and efficient social media activities.


1. Cong Tri 

Price: high 

Year of established: 2016

Stores/ Showrooms: 2 (in HCM)

Facebook’s followers: 70.7k

Instagram’s followers: 50.1k

CONG TRI is a subsequent luxury label in Vietnam which is established by Nguyen Cong Tri – the most Vietnamese famous fashion designer. The brand boasts clothing with elegance, poise, finesse for women and continues to expand its top-notch customer profile, from celebrities to influential social icons in Vietnam. World-class stars like Beyoncé, Rita Ora, Rihanna, Katy Perry, Gwen Stefani, and Jacqueline Fernandez are known to be a few names of Cong Tri international clientele. 

2. IVY Moda

Price: Middle

Year of established: 2005

Stores/ Showrooms: 74 (in 41 provinces, cities)

Facebook’s followers: 1.1m 

Instagram’s followers: 22.3k

IVY Moda which aims to bring exciting fashion experiences and provide quality products to the customer is considered a pioneer in the Vietnamese fashion market. 

IVY Moda started as a fashion office brand. However, in the past 5 years, IVY Moda has changed to become a Vietnamese fashion brand that leads the trend for all customers. IVY Moda is also one of the rare Vietnamese brands to organize 2 shows every year following the trend of the world and cooperate with international brands such as ELLE, fashion designer Graeme Armour,…

3. Marc Fashion

Price: 2006

Year of established: 2006

Stores/ Showrooms: 23 (in 10 provinces, cities)

Facebook’s followers: 491.7k 

Instagram’s followers: 109k

Marc Fashion was initially famous for the shirt product line, after more than 10 years, Marc Fashion has become one of the most famous Vietnamese fashion brands by the variety of design styles, meticulous in production and good quality targeting women 22-35.

4. Cocosin 

Price: Middle

Year of established: 2012

Stores/ Showrooms: 9 (HCMC, Ha Noi, Da Nang, Vung Tau, Dong Nai)

Facebook’s followers: 375.8k –

Instagram’s followers: 133k –

Cocosin is known by offering splendidly trendy clothes for women with affordable price. Thanks to its high applicability, diverse channels for easy accessibility, Coco Sin gradually won the love of the young and affirmed its position among hundreds of designer brands.

Besides focusing on design, material, tailor, Coco Sin also invests in brand image through projects with famous fashionistas, models or celebrities. Coco Sin’s product line is also very diverse, from basic clothes such as dresses, jumpsuits, trousers, skirts, accessories such as shoes, belts, bags,… to design dresses, evening gowns.

5. An Phuoc – Pierre Cardin

Price: Middle

Year of established: 2005

Stores/ Showrooms: 94

Facebook’s followers: 13.3k 

Instagram’s followers: 219 

An Phuoc Company manufactures medium to high-class fashion products for Japanese and European markets. This company has established and developed high-end men’s fashion boutique An Phuoc – Pierre Cardin which is confirmed its high quality and gentle style fashion items.

6. Viet Tien

Price: Middle

Year of established: 1975

Stores/ Showrooms: 472 (nationwide)

Facebook’s followers: 270k –

Viet Tien has long been known as the brand of office men. Recently, Viet Tien has made strong strides when expanding the development of sub-brands for casual wear (Viettien Smart Casual) women (T-Up), high-end office fashion (San Sciaro), kids (Viettien Kids),…  and combines with international brands such as Sketcher, … with modern stores scale to target a variety of customers. Using diverse materials is a strength that helps Viet Tien brand become the first choice in the line of shirts. Fabric is not only cotton, but also many new materials with advanced features such as bamboo nano Tencel, bamboo cotton, modal cotton spun,…


1. Couple TX

Price: Low – Middle

Year of established: 2009

Stores/ Showrooms: 52 (in 19 provinces, cities)

Facebook’s followers: 549.3k 

Instagram‘s followers: 9.9k

Couple TX is a young fashion brand that is famous for couple clothes. Couple TX is loved for its good quality, affordable price, and diversification of products, especially applying advanced technologies and environmentally friendly materials. Besides couple clothes, they also have developed to target males, females and kids.

2. Ninomaxx

Price: Low – Middle

Year of established: 1998

Stores/ Showrooms: 66 (in 29 provinces, cities)

Facebook’s followers: 237.2k 

Instagram’s followers: 2k 

Youtube’s subscribers: 14.7k 

Ninomaxx brand was established with the goal of building the first casual wear brand for Vietnamese youth through focusing on design with dynamic style, personality and latest models. Ninomaxx is selected as one of the popular fashion lines for young people.

3. Blue Exchange & The Blues

Price: Low – Middle

Year of established: 2001

Stores/ Showrooms: 307 (nationwide)

Facebook’s followers: 44k 

Instagram’s followers: 83 

Initially, Blue-Exchange products were highly usable and dynamic, most of them targeted young and middle-aged people, with product lines such as jeans, t-shirts, shirts … So far, Blue- Exchange has diversified its product lines to meet the needs of customers and launched some product lines of good quality in materials and models such as Blue Man, Blue Lady, Miss Blue,…


1. Bitis

Price: Low – Middle

Year of established: 1982

Stores/ Showrooms: 180 (nationwide)

Facebook’s followers: 534.3k

Instagram’s followers: 69.4k

Biti’s is the only footwear brand to be honored of a national brand in 2018which was selected with criteria to ensure product quality reputation.

From a small start-up manufacturing facility, Biti’s has gradually built and created a brand of shoes that is closely meet the needs and tastes of all consumers, from kids to adults, male and female.

Currently, the slogan “Biti’s – Tender Care of your feet” is the noble mission that Biti’s is aiming for: Humanistic and artistic products – is to create beautiful products, enhance value for customers, and design must meet the tastes of consumers while bringing lightness, comfort, and convenience. Based on their mission, in 2016, Biti’s launched a new brand named Biti’s Hunter – sneakers for the young generation with high quality, fashionable style, and affordable reason.

Biti’s Hunter is a good study case for successful social marketing campaigns by using efficiently the hottest influencers; inspirational videos; exclusive collections of collaborations with Marvel, Pepsi,… 

2. Juno

Price: Low – Middle

Year of established: 2005

Stores/ Showrooms: 95 (in 30 provinces, cities)

Facebook’s followers: 1.3m

Instagram’s followers: 26.3k

Juno is a Vietnamese brand of shoes, bags and accessories for women – identified as “a phenomenon” in the domestic footwear market.

Having been in the field of shoes and bags business for over 10 years, Juno has only been known since 2015, when was invested. Immediately after, Juno increased its presence by expanding its store network, more than 90 stores in 4 years. Being able to market over 30 models of shoes and bags per month by applying technology trigs customers visit Juno usually for new items. It’s also a strength to promote diverse events each month.

O2O trend with the goal of whether customers buy on the internet or in stores, the shopping experience (including product prices, models, promotions) is homogeneous as one of the factors that bring success to Juno.

3. Vina Giay

Price: Low – Middle

Year of established: 1990

Stores/ Showrooms: 26 (in 9 provinces, cities)

Facebook’s followers: 43.9k 

Instagram’s followers: 17 

Vina Giay is mentioned as a brand of producing and trading shoes with the majority of leather products, designs suitable for all sexes, all ages with many styles. However, this brand has not changed much while the business trend is more modern, so brand development is underestimated.


1. Elise

Price: Middle – High

Year of established: 2011

Stores/ Showrooms: 118 (in 57 provinces, cities)

Facebook’s followers: 1.08m 

Instagram’s followers: 14.3k 

Youtube’s subscribers: 4.87k 

Elise is a fast-growing fashion retail chain targeting women of 20-45 in Vietnam, is belonged to a local women’s apparel company named Elise Fashion which is vertically integrated from design and manufacturing to sales at its retail locations.

Elise is a brand associated with a series of remarkable events such as Universal Dance, Fashion Star, Miss Vietnam, Miss Universe, The Voice Kids … Each of the events has corresponded to different product lines. Elise is aimed at specific customers with its own special and outstanding features. Elise frequently launches fashion collections that are in line with fashion trends and achieves the “sophistication” of high fashion so it is extremely well received by customers.

Elise chain stores had been acquired by Japanese investor Advantage Partners in 2018.

2. NEM

Price: Middle

Year of established: 2002

Stores/ Showrooms: 86 (in 43 provinces, cities)

Facebook’s followers: 1.2m

NEM is a leading office fashion brand by the sophisticated and elegant with French design. The fashion line is very diverse for males and females. NEM is well known for its exclusive sponsorship campaigns for MCs, models, celebrities, and promotions in many movies and TV shows. In 2007, Stripe International – Japanese fashion company had acquired NEM.

3. Vascara

Price: Middle 

Year of established: 2007

Stores/ Showrooms: 134 (nationwide)

Facebook’s followers: 1.03m 

Instagram’s followers: 43.7k 

Vascara is a popular fashion brand for shoes, bags, backpacks, wallets, and accessories with high quality, sophisticated and diverse models.

Vascara also develops special designs for brides – Vascara Bridal, a youthful and dynamic product line for young people – Vascara Junior, for girls with special foot sizes – Vascara Wide Fit or high-quality leather product – Vascara Leather. Other accessories and belts are also being invested and continually updated with new models.

In Sep 2019, Vascara was acquired by a Japanese fashion company – Stripe International.

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