For someone who has quite the qualifications under his belt (being an educator, entrepreneur and creator), Vu Quan considers failure as part of his journey to success. His first business in France, a concept store, didn’t fully take off because he wasn’t a “good solo businessman”. But it was the turning point of his career: discovering his true calling in brand strategy.

Now working as Brand & Culture Director for ASEAN at Vero, Vu Quan shares what he learned from previous career failures, and his take on the growing trend of concept stores in Vietnam, having built one himself before.