The first half of 2025 witnessed a dynamic picture of the authentic fashion sector on E-commerce (E-commerce, or TMĐT). With revenue surpassing VND 9,000 billion on Shopee, Lazada, and Tiki, this market not only showed impressive growth but also created a new, high-potential playground. The prominence of local brands reflects the development of Vietnamese fashion on e-commerce and underscores the importance of understanding young consumer preferences.
Disclaimer: Within the framework of the Sustainable Growth Brand Ranking on E-commerce H1/2025, the authentic fashion category includes clothing such as pants, shirts, and dresses, excluding sportswear, unbranded fashion, imported fashion, and accessories. Data were collected from Shopee, Lazada, and Tiki, with counterfeit and fake products excluded.
1. E-commerce: The Main Growth Driver for Domestic Fashion Retail
Despite many local brands announcing offline store closures at the end of 2024 and early 2025, data from YouNet ECI shows that total revenue on the three e-commerce platforms (Shopee, Lazada, Tiki) for the authentic fashion category (excluding accessories) reached an impressive VND 9,069 billion in the first half of 2025, up 21% compared to the same period in 2024.
This growth not only highlights the importance of the online channel for the fashion retail sector but also demonstrates increasing professionalism in how fashion brands operate on e-commerce platforms.
Recently, YouNet ECI launched the Top 40 Sustainable Growth Brands on E-commerce H1/2025. Unlike conventional rankings that focus solely on revenue, this ranking provides a more comprehensive perspective, helping business managers understand the key factors sustaining a brand’s growth on e-commerce platforms.
The ranking is built on four key metrics, with in-depth analysis from data across Shopee, Lazada, and Tiki:
- Performance Index: Reflects the brand’s market share and revenue growth rate on each platform, indicating actual business effectiveness.
- Shop Index: Evaluates the quantity and quality of stores, showing the brand’s distribution capacity and management of sales channels.
- Variant Index: Indicates the diversity and revenue performance of each product line, helping brands optimize their product portfolio.
- Price Range Index: Analyzes the diversity and revenue potential of price segments, helping brands understand their target customer base and pricing strategy.
See more: List of 40 Sustainable Growth Brands on E-commerce H1/2025
Alongside industry growth, the TOP 10 Sustainable Growth Fashion Brands on e-commerce in H1/2025 also experienced double-digit growth, according to YouNet ECI data:
2. Professionalization of Local Brands
The ranking results reveal a clear trend: Vietnamese local brands are dominating the “playground” on e-commerce platforms, with a notable rise of brands focusing on men’s fashion. This dominance stems from their ability to quickly adapt to ever-changing youth fashion trends and meet the demand for “green,” minimalist, and highly practical products.
Beyond launching trendy and seasonal items, these local brands maximize the e-commerce channel—a primary shopping channel for online consumers.
YouNet ECI cites Coolmate as a prime example of effective online channel utilization.
In the first half of 2025, Coolmate held the TOP 1 position among Sustainable Growth Brands on e-commerce, achieving revenue of over VND 64 billion, a 37% increase compared to the same period last year. Coolmate’s success comes not only from keen insight into the demand for minimalist, highly practical men’s apparel but also from continuous product quality improvements and expansion into women’s lines.
Additionally, Coolmate collaborates with KOLs and produces relatable content, such as styling tips and everyday scenarios like running or swimming, connecting with customers’ lifestyles and building a loyal brand community.
Another notable brand in the ranking is Calem.Club, a fashion brand targeting Gen Z. Without any offline stores, Calem.Club leverages Shoppertainment to guide customers from trend-based social media content on TikTok to purchasing via TikTok Shop and Shopee livestreams.
Calem.Club ranked 10th in YouNet ECI’s brand ranking for the first half of 2025.
3. Summary
Contrary to the “gloomy” market context, with many local fashion brands announcing store closures or temporary pauses, the boom of the authentic fashion sector (excluding accessories) on e-commerce platforms in the first half of 2025 paints a highly promising picture. Local brands have been the leading “arrows”, driving the market to reach revenue levels in the trillion-VND range.
The success of brands like Coolmate clearly demonstrates that if a brand can combine quality products, effective e-commerce operations, and excellent customer experience, it can establish a solid position and compete fairly with major players in the market. This is the moment for business managers to review and evaluate their strategies to avoid missing golden opportunities in this game.
About YouNet ECI
YouNet ECI, a member of YouNet Group, is a reputable provider of data-driven e-commerce growth consulting for brands.
We offer accurate and comprehensive e-commerce market data and analytics solutions, with the highest level of data depth, helping brands understand the full industry landscape, monitor brand performance, and optimize product portfolios on e-commerce platforms.
