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Create space in high-end clothing range – experts
04 Sep '09
2 min read
The Vietnamese garment export sector had been flying high in the last few years and in the process registering awesome growth rates in each year, due to which none of them bothered to penetrate the high potential domestic markets.
But with the unveiling of the economic crisis and the accompanying slowdown, most of these companies have switched their strategies towards the domestic markets, which for long have been dominated by Chinese brands.
Even for those brands, which have tried to create a space in the apparel markets in the last few years, have concentrated on the medium range, leaving the high and low end space for Chinese producers.
The biggest stumbling blocks towards building a sustainable domestic brand has been setting up a good dealer and distribution network. Other than that, those players who are present in the markets have also not been able to build brands.
The consumers too have a low opinion of the quality of products dished out by the domestic manufacturers, instead preferring to buy foreign labels, irrespective of the fact these very companies, manufacture for the top most global brands.
Experts have advised the garment manufacturers to concentrate on the high-end segment of the market, since that is a segment, which provides high returns, though brand buliding is a difficult task in that range.
But with the unveiling of the economic crisis and the accompanying slowdown, most of these companies have switched their strategies towards the domestic markets, which for long have been dominated by Chinese brands.
Even for those brands, which have tried to create a space in the apparel markets in the last few years, have concentrated on the medium range, leaving the high and low end space for Chinese producers.
The biggest stumbling blocks towards building a sustainable domestic brand has been setting up a good dealer and distribution network. Other than that, those players who are present in the markets have also not been able to build brands.
The consumers too have a low opinion of the quality of products dished out by the domestic manufacturers, instead preferring to buy foreign labels, irrespective of the fact these very companies, manufacture for the top most global brands.
Experts have advised the garment manufacturers to concentrate on the high-end segment of the market, since that is a segment, which provides high returns, though brand buliding is a difficult task in that range.
Fibre2fashion News Desk - India
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