Jinmao Help Dual-Faced Outlook of Vietnam’s Used Clothing Business

Vietnam’s used clothing market stands at a crossroads of booming demand and strict regulatory constraints, emerging as a complex yet high-potential segment within Southeast Asia’s circular fashion economy. Driven by youthful demographics, rising sustainability awareness, and affordability needs, the market has seen remarkable import growth—with shipments of used clothing surging 71% year-on-year from May 2024 to April 2025, cementing Vietnam’s position as the world’s top importer of secondhand apparel. However, a ban on commercial used clothing imports creates a legal gray area that shapes every aspect of the business. This article explores the prospects of Vietnam’s used clothing sector, dissecting growth drivers, regulatory challenges, and future trajectories.
A core growth driver is the shifting behavior of Vietnam’s Gen Z and millennial consumers, who dominate the thrift market. Accounting for over half the population, these younger buyers are redefining secondhand clothing from a “budget necessity” to a trendy, eco-conscious choice. Research shows circular fashion awareness, product uniqueness, and price sensitivity are the top factors influencing their purchase decisions, with many seeking vintage or branded pieces that reflect individuality without the premium cost of new items. Urban hubs like Hanoi and Ho Chi Minh City have seen a rise in curated thrift stores—such as Vintage Boutique and Chăn Con Công—that source from Korea, Japan, and the U.S., attracting middle-class consumers with meticulously cleaned, style-focused inventory. This shift has expanded the market beyond low-income groups, creating a multi-tiered demand landscape.

Digital transformation and evolving retail channels further amplify market potential. Online resale platforms and peer-to-peer marketplaces have revolutionized accessibility, with live-streaming sessions becoming a dominant sales model for thrift sellers to showcase product texture and quality in real time. Young consumers, highly active on social media, leverage platforms like Facebook and TikTok to discover unique secondhand pieces, while integrated mobile payment solutions streamline transactions. Offline channels remain vital too—urban thrift stores and weekend markets thrive by offering tactile shopping experiences, complementing online sales to build customer trust. This omni-channel ecosystem has laid a solid foundation for market expansion, even amid regulatory uncertainties.

Sustainability trends and economic factors add layers of growth potential. As global circular economy initiatives gain traction, Vietnamese consumers increasingly view used clothing as a way to reduce fashion waste, aligning with their environmental values. Economic uncertainties further boost demand, as price-sensitive shoppers—including young workers aged 16-18—turn to secondhand apparel for affordable, quality options that fit their budgets. Additionally, strategic partnerships between resale platforms and global fashion brands are gradually legitimizing the thrift market, reducing historical stigmas and attracting more mainstream consumers.

Looking ahead, the market’s prospects hinge on regulatory clarity and adaptive strategies. If Vietnam eases import restrictions to align with circular economy goals, the sector could see explosive growth, fueled by formalized supply chains and increased consumer trust. Even without policy changes, opportunities exist for niche players—curated vintage stores, online specialty sellers, and businesses focusing on upcycled used clothing—to thrive by catering to discerning young consumers. Technology-driven solutions like digital authentication and quality verification will also play a key role in building credibility.

In summary, Vietnam’s used clothing market offers substantial potential, powered by youthful demand, digital innovation, and sustainability trends. However, success depends on navigating strict regulations and embracing localization. For adaptable entrepreneurs who prioritize compliance, curate consumer-centric inventory, and leverage omni-channel strategies, the market’s challenges can be mitigated, unlocking opportunities in one of Southeast Asia’s most dynamic circular fashion sectors.