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Domestic fashion needs enhancement

Dec '08
It is expected that the consumption of domestic fashion products will reach US $6 billion by 2010, up 18-20 percent. Enterprises must pay attention to build domestic fashion brand name.

During mid October, Viet Tien Garment Corporation focused on improving their distribution system nationwide to launch its new brand name Smart Casual-office fashion designed for the middle-aged people. This was company's strategy to win the domestic market in the context of difficulties ahead.

So far, not only Viet Tien Garment company but many other enterprises turned back to serve domestic consumers. Ms Ngo Thi Bau, general manager of Nguyen Tam Fashion Company with brand name Foci, said that 60 percent of the Vietnam's population is young and that makes it a potential market for fashion business.

Being fully aware that domestic market is the only solution in the face of global financial crisis, methodical surveys on consumers' demand and preference were carried out. The workshop “Boost textile and garment business, domestic fashion” by Vietnam National Textile and Apparel Association (VITAS) and Business Research and Enterprises Assistance Center, announced the result of their survey on the consumption apparel and fashion products.

The survey reveals that after food and foodstuff, fashion products is the one on which consumers spend from Vnd150,000-500,000 per month, accounting for 18 percent of their monthly total spending. The age group of 20-25 spends 46.4 percent of their income on apparel and 26-35 aged expend 23.8 percent.

According to Mr Le Quoc An, Chairman of VINATEX, brand name has the capacity to earn more profit in comparison to those which does not have any name. Thus it is vital for textile and garment companies to focus on building brand name for domestic market.

Presently, few enterprises like Viettien, Viet Thang, NiNoMax, Foci, Thanh Cong, Sanding, have very good hold in the domestic market.

Deputy Manager of Viet Tien Garment Company Phan Van Kiet remarked that uptill now Vietnam has only few brand names in and unless attention to this field is boosted, domestic fashion will not be able to keep up pace with international market.

According to market experts in order to strengthen the domestic fashion in the international market country needs to pay attention on five basic factors, Brand name, Material, Design, Production and Distribution. Although enterprises focus on innovative designs and production by installing modern technology, brand building is quite weak.

Therefore, market insiders remarked that even though lots of investments have been made in fashion industry, it is still in its nascent stage.

Fibre2fashion News Desk - Vietnam

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