Since the onset of the global economic crisis in 2008, experts as well as the government was exhorting the producers of textiles and clothing to explore the vast domestic market, which is dominated by Chinese and Thai products.
Slowly, but surely, the message is being taken seriously by these textile and garment producers, who are now along with their export activities, opening new company outlets or are revamping distribution chains in to order to cater to multi-brand retailers.
Vinatex, WOW, Sanding, Foci, An Phuoc and Thai Tuan have set up exclusive brand outlets, each at an investment of VND30-40 billion, to sell their own brands. The Viet Tien Garment Import-Export Corporation, one of the most successful, is well-known to many Vietnamese consumers thanks to its 12,140 shops nationwide.
Tran Thi Sinh Duyen, director of the Hai Garment Company in northern Hai Phong City, said many companies had hired professional fashion designers which have helped diversify products for both rural and urban markets.
With the aim to reduce risks, the local garment sector plans to utilize 30 percent of its production capacity for the domestic market and 70 per cent for the overseas market between now and 2020, which will help them find a firm footing.
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