In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.

When LSOUL, a Vietnamese local fashion brand, appeared at Shanghai Fashion Week, it was no longer just recognized as a domestic designer label but emerged as a communications phenomenon of the new generation. But what allowed LSOUL, born in a saturated local fashion market, to reach beyond Vietnam and capture the hearts of global Gen Z consumers?

Know Your Audience, Speak Their Language

From its brand positioning of “feminine yet edgy,” LSOUL refused to follow the conventional path of old-school women’s fashion, which often over-emphasized softness to the point of cliché. Instead, it shaped its target audience as young, independent women aged approximately 18 to 30, the most dynamic age group, navigating early adulthood and expressing their identity through lifestyle and aesthetics.

With a mid to premium pricing strategy, LSOUL clearly aims at consumers with stable incomes or a willingness to invest in fashion experiences that are both aesthetically pleasing and highly personalized. These include university students, young professionals, up-and-coming influencers, or fashion-forward women in urban areas. This group holds high value not only in terms of spending power but also in community influence.

Their habit of sharing outfits on social media, where fashion becomes a form of self-expression, effectively turns these customers into “micro-influencers.” This natural dissemination of brand imagery resonates more authentically and emotionally than any paid advertising campaign.

Young, modern women who confidently express their individuality on social media form the core customer base of LSOUL.
Source: The Influencer

For Gen Z, Dressing Up Is About Going Viral

Unlike previous generations who shopped based on needs, Gen Z often buys based on emotions. They purchase because they want: to become a better version of themselves, to lead trends, to look like Jennie or dress like Lisa. For them, fashion is not merely clothing, it’s a personal statement, story content, and a step toward digital self-branding. LSOUL recognizes this and positions its brand as a gateway to the “future me” that its core audience desires, more modern, more eye-catching, and globally relevant.

Beyond design, LSOUL actively creates inspirational contexts. It partners with regional fashion icons, including Vietnamese celebrities, Thai influencers, Chinese KOLs, and K-pop idols, to cultivate a lifestyle brand that Gen Z aspires to be part of. Customers aren’t just buying a dress, they’re buying the feeling of affinity with someone they admire and a sense of belonging to a bold, feminine, and free-spirited community, an embodiment of how Gen Z is redefining beauty in the modern consumer mindset.

When the dress is a statement, the wearer becomes the muse.
Source: The Influencer

Omnichannel, Emotion-Driven, and in Constant Need of Novelty

Gen Z is flexible and impulse-driven in how they shop. Platforms like Instagram, Facebook, Shopee, TikTok Shop, and increasingly Xiaohongshu or Weibo (for Chinese consumers) are all key touchpoints. Any of these can become a point of purchase, provided the brand hits the right “mood.” Understanding this, LSOUL doesn’t follow seasonal fashion rules. Instead, it launches new designs monthly to keep the shopping cycle active and give consumers a reason to return.

Another key factor is Gen Z’s strong visual orientation. They don’t just buy products, they buy lifestyles. A design won’t sell without a compelling story, message, or campaign. That’s why LSOUL heavily invests in content series like The LShow, high-fashion editorial photoshoots, and timely appearances in the social media feeds of icons like Jennie or IU. Each touchpoint reinforces brand trust and sparks emotional desire, something far more effective than price-based promotions.

World-class visual production and photo concepts reminiscent of international high fashion.
Source: Compiled

Market Expansion as a Cultural Alignment Strategy

For LSOUL, expanding into new markets isn’t merely a geographic decision, it’s a culturally strategic one. Rather than mass expansion, the brand carefully selects markets with high cultural affinity to its identity. From Ho Chi Minh City, where the brand originated, to Bangkok, Shanghai, and New York, LSOUL identifies a consistent formula: targeting large cities with a high Gen Z density, vibrant fashion culture, and strong digital content virality.

Bangkok was the first international market, chosen not only for geographical proximity but also shared aesthetic preferences and consumer behavior. Thai youth are fans of designer fashion, heavily influenced by local celebrities, K-pop, and hyper-responsive to TikTok, Xiaohongshu, and Instagram visuals.
Shanghai marked a strategic leap, not just due to market size, but also its stature as one of Asia’s top fashion capitals. Participation in Shanghai Fashion Week, with a signature collection, showcased LSOUL’s design credibility and cultural adaptability.

New York, on the other hand, was approached cautiously. As a high-stakes market, it requires a distinct brand voice and resonance with sophisticated, diverse consumer communities. LSOUL sees this as a proving ground before attempting even more demanding markets like Paris or Dubai.

In each location, LSOUL does more than show up, it creates meaningful connections with communities that share its aesthetic language, where fashion is both a cultural expression and personal declaration.

Thai stars Namtan and Film join LSOUL’s Bangkok campaign.
Source: LSOUL

Case Study: LSOUL’s Entry into the Billion-Person Market

1. Context & Objectives

When LSOUL appeared at Shanghai Fashion Week, many assumed it was a move to escape rising domestic competition. However, according to its founder, this was part of a long-term internationalization strategy mapped out since 2022, not a reactive pivot. After rebranding in 2022, LSOUL recognized that Vietnam was a foundation, not a limit.

Founder Nguyễn Trọng Lâm shared with Men’s Folio Vietnam:

“Vietnam remains our core market and an essential launchpad. However, a Vietnamese brand can and should go global while carrying national identity and values.”

That’s why Shanghai Fashion Week was chosen as a strategic leap, following Bangkok’s success with a flagship store and K-pop–driven content.

Portrait of CEO Nguyễn Trọng Lâm leading Vietnamese identity onto the global fashion stage.
Source: Men and Life

2. Target Audience Research: The Foundation of Strategy

Shanghai wasn’t a random choice. As China’s most vibrant fashion hub, it’s home to urban Gen Zs with high aesthetic awareness, strong spending power, and major influence across platforms like Xiaohongshu, Weibo, and Douyin. Their fashion sensibilities are shaped by K-pop, global beauty icons, and contemporary East Asian aesthetics making it an ideal testbed for LSOUL’s continental brand appeal.

LSOUL recognized key cultural overlaps between Vietnamese and Chinese youth such as interest in signature designs, high expectations for brand experience, and practical product utility. This guided its product development and messaging to stay true to its DNA while aligning with local consumer expectations.

One of the biggest challenges was not product fit, but the media ecosystem. Accustomed to TikTok and Instagram, LSOUL had to rapidly adapt to platforms like Weibo, Xiaohongshu, and WeChat each with distinct consumer behavior. The brand’s team followed micro-influencers, gathered real-world insights, and sourced local fashion to study Chinese streetwear and runway tastes. From this, the “2R” collection was born a bold introduction to China: still LSOUL, but tuned to local aesthetics.

3. Market Response

At Shanghai Fashion Week, LSOUL presented a polished, international-standard show complete with immersive stage design and visual experiences. The “2R” collection expressed “femininity with boldness,” blending native materials with contemporary flair, staying true to the brand’s DNA.

The runway moment of “2R” at Shanghai Fashion Week.
Source: Men’s Folio

Chinese media and fashion insiders responded enthusiastically, not only praising the design language but also LSOUL’s storytelling of identity in a distinctive voice. The after-party became a strategic bridge connecting the brand with local buyers, editors, and influencers, opening conversations for long-term market development.

Most notably, LSOUL launched its flagship store in central Shanghai, a bold but logical move after testing actual market interest.

A proud moment: Vietnamese fashion meets Chinese fashionistas.
Source: Men’s Folio

Conclusion: Customer Understanding as a Growth Lever

LSOUL’s China campaign exemplifies how deep understanding of local consumers can be a launchpad for market expansion. From market selection to product design and communications strategy, every decision was insight-driven. This isn’t just about making noise at a global event, it’s a solid step forward in building a sustainable international presence for a Vietnamese brand.

References:

• (2025, 5 14). Retrieved from Men’s Folio Vietnam: https://mensfolio.vn/the-new-playmakers-ceo-nguyen-trong-lam-tham-vong-cua-toi-la-xay-dung-thuong-hieu-thoi-trang-viet-co-tam-anh-huong-toan-cau/
• (2025, 3 31). Retrieved from Men’s Folio Vietnam: https://mensfolio.vn/lsoul-hoan-thanh-giac-mo-mang-show-dien-den-thuong-hai/
• Anh, V. P. (2024, 12 5). Retrieved from The Influencer: https://theinfluencer.vn/lsoul-va-chien-luoc-truyen-thong-tao-bao-cua-brand-viet-tham-vong-vuon-tam-quoc-te
• (2024, 11 14). Retrieved from L’OFFICIEL VIETNAM: https://www.lofficielvietnam.com/local/lsoul-san-xuat-show-thuc-te-dau-tay-mo-man-cho-chuoi-hoat-dong-sau-khi-doi-ten
• (n.d.). Retrieved from LSOUL: https://lsoul.com/ve-chung-toi/

Community Discussion Question:

• In your opinion, apart from the current high-end young female customer base, where else can LSOUL expand (e.g. older age groups, male customers, or middle class)? Why?
• After Shanghai, LSOUL has plans for the Paris and Dubai markets. What do you think will be the next big challenge and how should the brand address it?

Source: Brands Vietnam