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Vietnamese garment firms compete with foreign brands
Jun '11
Domestic garment companies in Vietnam are giving competition to international brands by launching their own brands, which are catching the attention of customers.

Eternity Gruz, a luxury brand owned by the garment company May 10, is marketing itself as a brand that gives style to customers. Young designers at Eternity Gruz are launching more than 30 new designs every season, combining luxury and utility.

The price range for these designs vary from VND 500,000 (US$ 25) to over VND1 million ($ 50). The May 10 shops are also selling items from a limited edition under the same brand name.

High-end shirts that provide a taste of global fashion trend are priced at over VND 900,000 ($ 45). However, people who can afford are willing to pay the price and are excited to find trendy designs at a local shop.

Besides sophisticated designs and good quality, the products of May 10 Garment Company have prices that are matched to their quality, according to the company's Director, Than Duc Viet. In fact, the company researched foreign brands in Vietnam before launching its designs in the market.

Manhattan is another luxury brand that is offering style to its customers. Launched by garment company Viet Tien, Manhattan is available at 26 shops in Ho Chi Minh City. Besides office and casual wear collections for men and women, the brand is offering apparels in high-grade fabric like silk, satin and crepe, as well as a full range of accessories, including ties and scarves.

While the apparels range at Viet Tien stores starts at VND 100,000 ($ 6), the price of Manhattan items is in the range of VND 400,000-2 million per item.

Another example is of Phuong Dong, which is one of the leading garment companies in Ho Chi Minh City. After researching the fashion industry along with the living and consumer conditions in Vietnam, the company launched F House, a ready-to-wear fashion label in 2000.

The company has plans to build F House into a luxury brand and has invested in both production lines and human resources. It has even hired professional designers from the fashion industry.

Like Phuong Dong, the Thanh Cong Garment Company has also upgraded its products and is now being considered a fashion house. The company, which was earlier popular for its processing business, is now, under its TCM label, offering shirts, trousers and T-shirts that are designed for customers aged 18 to 35.

The TCM items are being sold at a chain of 21 shops in Ho Chi Minh City and Ha Noi.

Mr. Vu Duc Giang, Chairman, Vietnam Textile and Garment Association, concludes, “The fashion industry in Vietnam is now a promising market for any garment company. Companies like May 10, Viet Tien, Phuong Dong, etc have launched new labels that are helping to popularize and diversify Vietnamese products. They are not just acting as subcontractors to foreign markets, but have created a name for themselves in the local market.”

Editorial note -It is noteworthy that domestic brands are offering a competition to reputed international brands in Vietnam. These companies, however, will be able to come out in flying colours only if they are able to match the foreign brands in both quality and price.

Fibre2fashion News Desk - India

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