VietNamNet Bridge – Domestic clothing companies are holding their own against famous international brands, with new brandnames catching the attention of customers.

Step it up: No longer just acting as subcontractors to foreign partners, domestic apparel companies are lifting the profile of Vietnamese-made fashion in the local market. — File Photo

Young designers for Eternity Gruz, a brand owned by the garment company May 10, combine luxury and practicality at their shops in big cities.

With more than 30 designs every season, Eternity Gruz offers items from VND500,000 (US$25) to over VND1 million ($50).

Limited edition items under the name Eternity Gruz provide a taste of global fashion trends.

The shop's high-end shirts are pricey, at over VND900,000 ($45), but locals with deep pockets are thrilled that sophisticated designs can now be found at a Vietnamese shop.

"Our products are trendy, high-quality, and the prices are suited to their quality," said Than Duc Viet, director of the May 10 Garment Company. Viet and his staff spent time researching foreign brands in Viet Nam before launching their designs.

Other garment companies have also upgraded their goods. Garment company Viet Tien offers Manhattan at 26 shops in HCM City, which provides casual and officewear collections for men and women.

A full range of accessories of belts, scarves and ties are offered as well as clothing in high-grade materials like silk, satin and crepe.

While Viet Tien's popular clothing line starts at VND100,000 ($6), Manhattan's customers should be prepared to pay between VND400,000-2 million per item.

"The fashion industry is a promising market for any garment company," Vu Duc Giang, chairman of Viet Nam Textile and Garment Association, said.

"New labels by companies like Viet Tien, May 10, Nha Be and Phuong Dong will help popularise and diversify Vietnamese products in the local market. They will not just act as subcontractors to foreign partners," he said.

Phuong Dong, one of HCM City's leading garment companies, began its ready-to-wear fashion label F House in 2000 after spending time researching the country's fashion industry as well as living and consumer conditions.

The company has invested in production lines and human resources, and has hired professional fashion and graphic designers.

Phuong Dong's managing board intends to build F House into a luxury brand serving the local market.

Like Phuong Dong, the Thanh Cong Garment Company was also popular for its processing business, but is now considered a fashion house.

Thanh Cong's label TCM offers shirts, trousers and T-shirts, all selling at a chain of 21 shops in HCM City and Ha Noi, with designs for customers aged 18 to 35.

VietNamNet/Viet Nam News