Why Vietnam’s fashion market is booming and attracting brands like Louis Vuitton, Uniqlo and Zara
- Long a power in global textile and garment manufacturing, Vietnam is taking on a new role: a fast-growing consumer market
- The editor-in-chief of Harper’s Bazaar Vietnam sees the next 10 years as a ‘pivotal period for the growth of luxury shopping across the country’
Down a quiet alley in the heart of Ho Chi Minh City, the focus is on one thing: sneakers. Here, at G-Lab, pristine pairs of Adidas Originals and limited-run Nikes line the walls in front of an excited clientele of young streetwear aficionados.
“I see a lot of kids who come in and it seems like they know the story behind every single shoe in stock,” said Quang Nhat Hoang, a staff member at G-Lab.
The store, which opened in 2014, verifies the authenticity of each pair of shoes it sells and serves as a hub for like-minded shoppers seeking authentic and sometimes-rare styles. It also hosts a 100,000-member Facebook group dedicated to discussing sneakers, clothing, and sharing knowledge and tricks of the trade.
“Now you can check things out in person instead of flying to Singapore or taking your chances online,” laughed Hoang, recounting a not-so-distant past in which securing a coveted pair of shoes required knowing the right people or getting on a plane.
A unifying theme of increasing demand paired with new avenues of availability is not just present in Vietnam’s sneaker market, but across the spectrum of foreign brands’ presence in the country.