According to Campaign Asia, German sports giant Adidas has claimed the top spot in the 2025 list of leading fashion brands in Southeast Asia.
This ranking is based on the Top 50 Southeast Asian brands, conducted in partnership with research firm Pureprofile. Brands were evaluated across multiple criteria: awareness, purchase frequency, quality, shopping experience, customer service, loyalty, innovation, brand touchpoints (digital and offline), and recommendation levels.
Overall, the 2025 Southeast Asian fashion market is a vibrant intersection of global powerhouses and rising stars, where authenticity, cultural relevance, and convenience play decisive roles.
In the Pureprofile for Campaign Asia-Pacific ranking, Yody, Coolmate, and Việt Tiến are the three Vietnamese brands featured alongside global giants like Adidas, Nike, Uniqlo, Dior, and Chanel. This highlights the strong growth and increasing competitiveness of domestic enterprises.
Among the Top 10, Campaign Asia notes that the Vietnamese brand Yody has an average brand awareness of 55%, but excels in customer service (81%), demonstrating the company’s commitment to sustainable fashion.
By utilizing innovative, eco-friendly materials like coffee-ground fabric, along with a regional expansion strategy, Yody meets the growing consumer demand for conscious fashion—stylish yet environmentally friendly.
Pureprofile for Campaign Asia-Pacific also provides ranking data for the Top 10 fashion brands in Vietnam.
Yody and Coolmate continue to feature in this ranking alongside familiar international names such as Adidas, Nike, Uniqlo, Chanel, and more.
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