Vietnamese Modernized AO DAI Cluster
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Transcript of Vietnamese Modernized AO DAI Cluster
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Vietnamese Modernized AO DAI ClusterKhon Kaen, 4-8 July 2011Ohmmar and Vietnamese team (Mr. Binh, Ms. Giang, Ms. Xuyen)
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Introduction• Ao Dai is the traditional costume
of Vietnamese people.• Our group members choose
Vietnamese Ao Dai fashion to sell in world market for the high class fashion.
• Create the cluster in Vietnam will utilise our basic technology, skilled labor force, creating employment opportunities.
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Executive Summary• Clusters: geographical concentration of
enterprises which produce and sell a range of related or complementary products.
• Fashion-Ao Dai Cluster development is mainly require supporting and strengthening the clusters by creating networking among the stakeholders.
• Ao Dai SME Clusters in Vietnam have huge potential and critical to SME growth and requires several initiatives.
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The Target Cluster
High Fashion
Vietnamese Modernized
“AO DAI“
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Description of Potential Members History, Population, Employment, Aggregated sales, Export potentials, Value added, Raw materials endowments, Labor supply, Transport and logistics, Other related industries, Institutional structures & relations
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Cluster’s product
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Ha Dong map
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Ha Dong’s History
Thousand year history with many traditional business villages: brick, textile. The most famous product was SILK (Van Phuc Village)
Now, Ha Dong District has the fastest growth rate in comparison with other districts in Hanoi.
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The population of Ha Dong is about 200.000 people which have been concerned as a potential labor force for Hanoi.
Not only in Ha Dong but also in center Hanoi nowadays are selling a lot of products are made from silk such as scarf, tie, dress, shirt and certainly, Ao Dai.
Ha Dong’s Population
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785 families working in textile silk in Van Phuc Village (about 65% of total)
2.5 to 3.0 million square meters silk are produced annually
Total revenue each year can reach 27 billion VND
Employment & Total sales
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Export potentials
Korea Japan China India EU America
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Value added
Silk production improve
Modernized Ao Dai design industry
Tourism Country image Skilled labor force
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Raw materials endowments
Ha Dong silk Trach Xa’s skilled
labor force Famous Ao Dai
designers Wellknown
Vietnamese Ao Dai brand-name and image
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Labour supply
Ha Dong skilled labor force Well known designers/ artists: Si Hoang,
Minh Hanh Ao Dai manufacturing companies
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Transport and logistics From the old design a dress only in a
village or a small area transportation was primitive dress, such as porters, bicycle, motorcycle, trains and automobiles. Today the production of dress usually only in villages, a clothing store or a fashion design company small or medium, the carrier may be car, train or plane (for export exported abroad)
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Other related industries with the production of the dress shirt
industry itself, her third coat, dress uniforms for pupils, students, flight attendant, waitress, tourist guides, teachers, Austria innovation from the wedding dress, silk, were out
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Institutional structures and relations Ao Dai is the traditional costume of
Vietnam, it represents the charm, elegant and bringing Vietnamese love & gentle to the world
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Client Products and Services
Main ClientTechnical training center for SMEs workers
Training to design other clothes uniform for: school, flight attendants, receptionists, restaurant staff, hotel workers or wedding dress
Marketing via for EC
Finding source to EC for all of textile industry
Common showroom
Marketing for all common textile
Export facilitator Find big exporter for common textileBuying office Build and find buying center of textile on the
world , expand to many countries. Warehouse Build and expand land for warehouse near
location productionTransport system Buy mean to transport in during create and
complete a productionTraining for designer
Training designers for other clothes
Fashion model training center
Model training for professional performance
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The Cluster Diagram
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Description
1. Cluster Analysis2. Investment
Support Analysis3. Institutional
Development
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Previous Cluster or EC Initiatives
Trach Xa trade village: 200 families
Ao Dai Association: established July
2009, lead by fomer
chairwoman of Forreign Affair Department of National Essembly
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7. The Diagnostiques Survey SWOT Wrong awareness about AO DAI
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Strength
•New style of modernized Ao Dai•Available manufacturers•Skilled labor force•Good designers•Favorable location
Weakness
•Costly input material•Expensive input expenses •Lack of business & cluster management skills•Poor marketing•Limit of capital
Opportunity:
•Well-known Ao Dai brand-name & image •Increasing numbers of consumers•Government & professional association supports
Thread
•Similar product competition•More substitution material•High cost for input material•Wrong awareness about Ao Dai
SWOT ANALYSIS
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Potential stakeholders
Marketing Financing Training Investment and trade promotion Professional associations Quality control agency Government Big exporters Event organization and management
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Financing: Loans From state-banks with low interest From donors though ODA loans• Infrastructure: construct roads, water and
electricity lines• Tax incentives• Biz matching
Government
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Raising labor skillTraining designersTraining models
Training Institutes
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Marketing agencies
Advertising agencies: Creating showrooms, fashion shows (on TV or on the Internet)Event organizations:
Potential Stakeholders
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Others
Big ExportersQuality control agenciesPackaging companiesTransportation companies
Potential Stakeholders
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Cluster design -Who will be in the Cluster Foreign and domestic
designers. Silk, dye, textile
producers Accessory makers/
importers Wholesalers for textile
and accessory Quality control agency Big exporters
Marketing and advertising agencies
Model agencies Event management
agencies Training institutions Investment and trade
promotion organizations
Professional associations
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Incentives (Binh)
Land incentives Tax incentives Loans with grace period Lower interest rates Training
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Technical Assistance Needed (Binh)
Study tour Matching services skills training, capacity development, utilities, modernized facilities
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Financial Assistance Needed (Binh)
Loans with lower interest rate
Investment incentives
Tax incentives
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Having conversations with local authorities
Looking for sponsors Constructing factories
and building storages. Recruiting and training
workers, creating showrooms and fashion shows and ready to export
Proposed interventions
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Government supports Financing (banks with low interest rates) Infrastructure Grace period for land Tax incentives Business matching and investment Technology transfer Policies Marketing & Promotion
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Potential Sponsors
Government Professional
associations International
programs and sponsors
Big companies
Entertainment companies
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• JICA• ADB• World bank• UNDP
International organizations
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NEM
IVY
Seven AM
Famous fashion brands in Vietnam
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Sy HoangMinh HanhThien Van Tailor CompanyPhu HienTrach Xa Ao Dai Trade Village’s artisans
Famous fashion Designers in Vietnam
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Conclusions and RecommendationsAo Dai is the un-touch area of
world fashion market.There are many potential in the
market. Improve feasibility survey and
develop plan in detailPersuade Government with the
detail strategic plan