For UK fashion and textile brands looking to grow internationally, Vietnam is increasingly seen as a market of strategic importance. Our recent webinar,Unlocking Vietnam: Retail & Marketing Insights for Fashion & Textile Brands, offered timely insights into the country’s fast-changing consumer landscape, key digital channels and practical guidance on how to enter and succeed in this dynamic market.

Why Vietnam – and why now?

Alexandra Smith, country director for the Department for Business & Trade in Vietnam and British Consul General in Ho Chi Minh City, opened the session by highlighting the strong foundation already in place. The UK and Vietnam are connected through two important trade agreements: a bilateral Free Trade Agreement (FTA) in place since 2021, and joint membership of the CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership). Together, these agreements provide a supportive framework for UK brands looking to access Vietnam’s growing market with fewer barriers and greater certainty.

Alexandra noted that the country’s extraordinary economic growth is creating clear momentum for international businesses. This message was reinforced by Ryan Molloy, CEO of Redfern Digital, who pointed to a population of more than 100 million – with 60% under the age of 35 – and forecast GDP growth of 7.1% in 2024, rising to 7.5% in the first half of 2025. These indicators signal a young, aspirational consumer base with increasing spending power and demand for high-quality, on-trend fashion.

Changing behaviours and digital opportunity

Vietnam’s fashion and textile market is undergoing rapid transformation, with digital consumption playing a central role. Ryan highlighted that ecommerce and social media have become dominant purchasing channels for fashion:

• Ecommerce platforms – 41.6%

• Social media – 39%

• Shopping malls – 33.6%

• Brand stores – 30%

• Markets – 24.6%

• Second-hand stores – 11.7%

This presents a range of opportunities for UK brands to connect directly with consumers online, whether through their own digital storefronts, marketplaces or social platforms. The panel also discussed how influencer marketing and livestream commerce are gaining traction, especially among younger demographics.

Understanding the consumer and navigating the market

Ryan was joined by Phan Ngoc Minh Phuong, Chief Business Development Officer at DAFC, who brought valuable insight into local consumer preferences, retail dynamics and brand partnerships. Together, they explored:

• A profile of Vietnam’s consumer landscape

• Emerging trends in digital marketing and ecommerce

• How to navigate the retail sector, including bricks-and-mortar and omnichannel models

• Considerations for market entry, such as local partnerships, distribution and branding

Key takeaways for UK brands

Vietnam offers a high-growth, digitally active market for fashion and textile brands ready to invest in localisation and long-term engagement. Successful market entry will depend on a clear understanding of consumer expectations, the agility to adapt to digital-first behaviours and the ability to build trusted local relationships.

This webinar was part of our ongoing programme to support UK businesses explore export opportunities around the world. If you were unable to attend the live session, a recording is available for members. To access, please contact info@ukft.org. Not yet a member? Visit https://ukft.org/membership to find out more.