Most of the companies behind the local brand names started out as manufacturers of export garments for U.S. brands, learning their skills while developing products for them and then parlaying this know-how into labels tailored for the local market. Camberley Enterprises Ltd. Asians are very much attuned to international styles. And people who want high-priced labels, as well as those in the bridge category, still want European names. It is in the youth market where the opportunity lies for local brands.
Local brands offer significant advantages in sizing and price.
While most foreign brands simply supply local retailers with the same sizing they offer in their home markets, this is not always a good fit for Asian customers. And since most local brands are manufactured domestically or in low cost, neighboring countries, it is easy for them to beat foreign competitors on price. One of the most well known is the casualwear retailer Giordano. The chain of brightly colored leisurewear is present throughout Southeast Asia, as well as being one of the first into the China market. Giordano Lady, the company's women's line, has a distinctively simple style that appeals to Asian women, she added.