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Trademarks could help handicrafts achieve export targets

27
May '09
If Vietnam's arts and handicrafts industry intends to attain its export turnover target of US$ 1.5 billion next year, the industry must build and develop trademarks for domestic arts and crafts, said local experts.

Due to weak trademarks and lack of own distribution channels, many of the handicraft village businesses are currently exporting their products under the name of foreign brands, said an official of Vietnam Fine Arts and Handicraft Association.

These businesses often copy the designs of the products of other firms instead of building their own designs as there are few registered and developed trademarks, said the official.

Though the firms take necessary efforts for developing trademarks and designs, the cumbersome procedure required for its registration makes it difficult for firms to develop their own brand names, said the Trade Promotion Agency (TPA) under the Ministry of Industry and Trade.

One of the handicraft artists in Ha Noi's Dong Ahn suburban district said that copying the design of the handicraft is easy when a group of handicrafts is registered under one trademark, whereas copying the product that have been registered individually is difficult, but individual registration of each product is a heavy task for handicraft producers.

A company in HCM city has to introduce its new products to the customers in person instead of displaying them online as the new product designs which were popularized via website were imitated immediately.

Most of Vietnam made handicrafts are exported to other countries, which require products with a wide-range of designs along with quality and better appearance.

TPA Director Mr. Do Thang Hai emphasized the need for recruiting professional designers in the firms and also suggested that handicraft village businesses should concentrate on product diversity to meet the demands of foreign customers, instead of imitating other's designs.

Fibre2fashion News Desk - India


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