Garment enterprises push to establish trademarks
Nhan Dan, Vietnam
Establishing and developing strong trademarks in both domestic and international markets has become the key task for Vietnamese garment companies during the process of economic integration, said Nguyen Dinh Truong, director general of Viet Tien Garment Company (VTEC).
This requires companies to improve the quality of their products before trademarks are introduced, he said.
VTEC, an affiliate of the Vietnam National Textile and Garment Corporation (VINATEX), has invested more than US$ 10 million over the past five years to upgrade its production lines with equipment purchased from Japan and Singapore with the assistance of international consultants, said Truong
To develop the reputation of its brands, VTEC said it places emphasis on the design and diversity of its products to ensure they are compatible with consumer trends.
The company now exports garments to the US, Japan and the EU as well as six ASEAN nations: Singapore, the Philippines, Indonesia, Malaysia, Brunei and Thailand. In the domestic market, VTEC has built up a distribution network of retail outlets in Hanoi and HCM City, it said.
The company has been careful to protect its trademarks by registering it in Vietnam and abroad, Truong added.
Vietnamese garment companies now see their brand names becoming coveted status symbols across the country. VTEC’s TT-Up label, aimed at high income earners, sells handbags priced at VND 1.5 million (US $94) and suits for VND 5 million (US $312). The Phuong Dong Garment Company has also enjoyed great success with it F-House and F-Jean brands nationwide, it said.
However, even the best-known Vietnamese trademarks have trouble competing with famous international brands in the domestic market, said Ngo Trung Kien, chairman of Sai Gon 2 Garment Company’s management board. Wealthy Vietnamese simply favour the prestige of international brands, he said.
Because it can take years to establish a well-known brand, it is paramount to have top-notch products before brands are advertised. Developing a strong retail system also contributes significantly to the success of a product line, said Kien. (VNA)
