How Vietnamese Fashion Brand Lep’ Blossomed Online and Offline

Known for its dreamy and unique floral dresses, local brand Lep’ has skyrocketed in popularity among stylish and fashionable Vietnamese women since its launch in 2017.

Nguyen Ngoc Tram, the 30-year-old entrepreneur behind Lep’, started the brand in a small shop with only three employees and a capital of VND30 million (USD1,300). Having studied business at the Foreign Trade University with the ambition of running her own fashion line, Nguyen saw that most dresses available in Vietnam at the time were imported from overseas brands that did not understand local consumers’ needs and preferences. And so she set out to create her own designs to fill this gap in the market.

“This was the inspiration behind Lep’ – to create ready-to-wear, locally made outfits that are tailored for young and trendy Vietnamese women. Our designs are done in-house and aim to empower women to feel comfortable in their femininity with accentuating curves and forms. They are also versatile and can be worn for both daytime and nighttime looks,” Nguyen said.

Nguyen and her design team are behind all of the brand’s signature dresses. Many of the outfits are inspired by Nguyen’s lifelong love for floral patterns. As a fashion entrepreneur, she emphasizes the importance of investing in the research and development of new products, which she sees as being the key to success. “Good marketing for a bad product is the fastest way to kill a brand,” Nguyen explained. “The product needs to be perfect first before it can be introduced to consumers.”

Today, Lep’ has 11 stores across three major cities in Vietnam: Hanoi, Ho Chi Minh City and Da Nang. The brand has continued its growth by expanding online and joining LazMall in April 2022. It’s since become one of the most recognizable Vietnamese brands and one of the most successful fashion labels on the digital platform. It was even recognized at the 2023 LazMall Brand Awards for its outstanding performance.

The team at Lep' poses with a trophy from the LazMall Brand Awards.

Bringing the brand online has allowed it to increase its sales exponentially while also reaching a wider audience. For example, the daily revenue that Lep’ can generate during one of Lazada’s mega campaigns usually exceeds that of all their offline channels combined.

“During last year’s 11.11 shopping festival, our entire team stayed up until 2 a.m. to check on our performance. Our metrics exceeded all expectations,” said Nguyen. “ECommerce is definitely integral to our omnichannel approach. We hope to continue refining our eCommerce strategy, improving our performance on LazMall and to win another LazMall Brand Awards trophy next year.”