Planning a strategy to 'nurture' Vietnamese fashion brands

How do you evaluate the building and shaping of Vietnamese fashion brands in the international market in recent times, from the perspective of businesses as well as state management agencies?

Mr. Vu Duc Giang: Looking from the perspective of textile and garment enterprises such as Viet Tien, May 10, An Phuoc..., it must be affirmed that these enterprises have established a position in the country. They also have a position in the international market. For example, Viet Tien has a distribution system in Laos and has just celebrated the 15th anniversary of the Viet Tien brand in Laos and the ASEAN bloc...

Chairman of Vietnam Textile and Apparel Association Vu Duc Giang

May 10 is selling on the Amazon system. In addition, Viet Tien , Nha Be, An Phuoc and many other textile and garment enterprises are also selling on the online system like that. This is the approach of enterprises, bringing Vietnamese brands to the world market. However, in terms of brand strategy, we must understand that the nature of the brand is no longer that of the enterprise but of a country. The Vietnam Textile and Apparel Association has repeatedly proposed that the Government plan solutions to build a number of famous brands that have influence on the domestic market and spread, have a global position. In fact, up to now, we have mainly focused on the domestic market. The shaping of Vietnamese fashion brands in the international market has not received due attention from state management agencies. For example, the issue of how this brand should focus on the European and American markets, the ASEAN market... has never been raised. According to him, in order for Vietnamese fashion to build a national brand with high recognition and the ability to shape the international market, what fundamental solutions need to be implemented? In my opinion, first of all, the state management agency must plan which products are included in building a national brand and spreading to the world market. Ministries and sectors managing the sector must report to the Government to plan the selection of brands. For the textile and garment industry, the Ministry of Industry and Trade must do this. The Ministry of Industry and Trade must submit to the Government a specific plan to choose which brands of which units for us to "nurture", to build a development strategy for the next 5, 10, 20 years, or even the next 50-100 years. When selecting specific brands, the state needs to plan for financial support, conditions to "nurture" the brand, and at the same time set specific goals. For example, give a roadmap for the next 5 years on how to develop the brand, what the revenue will be; how to develop in the next 10 years, which regional markets to dominate... The Ministry of Industry and Trade should have regulations to develop that brand to penetrate the global market. You have mentioned many times that you want to position Vietnamese fashion brands in the international market, creating a "playground" for fashion designers is very important. How can this be realized, sir? In my opinion, when planning a national brand fashion brand, the Government should soon issue guidelines to create a "playground" for fashion designers. There must be a "playground" for them to perform and introduce their designs to the world market.

Some fashion products of May 10 brands posted on the company website

To build famous brands like Zara, H&M, Adidas..., the state and localities, specifically Ho Chi Minh City and Hanoi, should build centers for developing the fashion industry, centers for creative ideas for the fashion design industry of Vietnam. Currently, the world's fashion industry all have such centers. For example, the Korean fashion industry, in Seoul and some large localities, all have sample development centers, creating a "playground" for designers. In China, the US, France, Germany, Italy... it is similar, all have design development centers. Vietnam has not focused on this aspect. Not being truly self-sufficient in raw materials has been and is a big weakness for Vietnam's textile industry. According to you, how should this be overcome if we want to truly develop the fashion industry in the future? We must be proactive in domestic raw materials to be able to talk about developing the fashion industry. We are making fashion on other people's materials. For example, Vietnam's fabric manufacturing industry is not keeping up with the trend of the world fashion industry, we have to import to serve production.

Some fashion products of Viet Tien brands posted on the company website

To build a brand, the root must be raw materials, or in other words, if there are no raw materials, how can we build a brand? To overcome this, there needs to be a clear strategy from the central to local levels. The strategy for developing the Vietnamese textile and footwear industry to 2030, with a vision to 2035, was issued by the Government in late 2022, mentioning the development of raw materials, but so far it has not been put into practice. For the strategy to "survive", the Ministry of Industry and Trade must report to the Government and the Government must "take action" to plan in localities. Any locality with textile and garment industrial zones should create conditions for them to continue to expand, or clearly plan, the Central region has many industrial zones that must have a segment of weaving and dyeing; the South and the North are similar. In addition, it is necessary to plan clearly, for example, localities A, B, C should create conditions for the development of industrial zones. Those industrial zones must build wastewater treatment plants that meet wastewater treatment standards to call for investment in the textile and dyeing sector that is lacking. In addition, when it comes to positioning Vietnamese fashion brands in the international market, the necessary and sufficient conditions are to plan a strategy to connect the spinning industry, the textile and dyeing industry and the garment industry; set standards for planning Vietnamese fashion brands. We must build standards and prestige for Vietnam. The State commits to complying with environmental law conditions, complying with policies on social responsibility, green and sustainable development policies. As a brand, it must be "nourished", as a brand, it must comply with and achieve all standards so that Vietnamese consumers in particular and world consumers in general will cherish and respect that brand. Thank you!

Source: https://thanhnien.vn/hoach-dinh-chien-luoc-nuoi-thuong-hieu-thoi-trang-viet-185240904210225838.htm