An Phuoc Company: Home Market Boosts Global Expansion

An Phuoc Company has successfully blended the two popular trademarks An Phuoc and Pierre Cardin in more than 60 shops nationwide, with lively and creative styles. An Phuoc’s clothes have won the hearts of Vietnamese customers for over the past ten years and An Phuoc products now show the calibres of middle-aged office workers in Vietnam.

At the same time, An Phuoc acts as a subcontractor for foreign companies as well as exporting its products to many countries all over the world. An Phuoc is striving for a solid foothold on the domestic market to prepare for export market expansion with FOB contracts. Reporter Ngoc Huong of Vietnam Business Forum talked with An Phuoc Company Director Ms Nguyen Thi Dien about the operations and achievements of her company.

 

After acquiring the Pierre Cardin trademark for the Vietnamese market, An Phuoc has had significant success replicating the Pierre Cardin brand name in the domestic market, thanks to An Phuoc’s bold but sound decisions at the most difficult and sensitive points of time, especially after the Asian financial crisis in 1997. An Phuoc aims to conquer the domestic market and expand onto the world market. The company has invested in more modern machines and equipment, and improved management capacity to raise product quality and competitiveness. An Phuoc has also promoted its operation and expanded its export markets, aiming to increase FOB contracts.

The company is always updating its marketing and customer care policies to meet customer demand for quality and price. These policies have been carefully carried out over the past 13 years. A consistent design, with the same colour and decoration, is used to display An Phuoc and Pierre Cardin products in An Phuoc’s shops nationwide, reflecting the company’s slogan “taking care of each shop like caring for a beloved child.” In addition, company staff are always willing to serve customer requests. If displeased with the product after a month, consumers can exchange it for another new product at any shop in An Phuoc nationwide distribution system, on the condition that the product has not been washed. The company is able to serve choosy customers with customised orders.

 

 

With its nationwide network of shops, the company reaped high revenue in the first 7 months this year. Recently, An Phuoc signed a contract to provide uniforms for domestic and FDI enterprises. Apart from strength in European-style trousers, shirts and suits, An Phuoc receives orders from foreign customers for belts, shoes, jackets, undershirts, mufflers and ties, which will then be sold to shops in Vietnam. At the same time, An Phuoc aims to serve international garment importers and exporters, especially those from the US. The company’s revenue from the domestic market is estimated to account for 50 per cent, and outsourcing for export 50 per cent, of total 2007 revenue.