LOCAL brands now have more reasons to push forth their labels through a new initiative launched by SPRING Singapore and the retail industry.

This new initiative - GET SINGAPORE, a non-profit collective brand aimed at showing consumers that Singapore can make good and well-designed products - was unveiled by the Minister of State for Trade and Industry, Mr Lee Yi Shyan, today at VivoCity.

Besides acting as an umbrella brand for retailers, this seven-figure sum project aims at creating awareness through a series of events and activities with partners, mall owners and industry associations.

With the support from Singapore Tourism Board (STB), GET SINGAPORE also intends to help local retailers reach out to overseas visitors and also to cultivate brand loyalty amongst local consumers.

Acting CEO of GET SINGAPORE, Ms Kim Faulkner, explained that: "This initiative is open to all local brands and does not necessarily need to be a product that's made in Singapore or designed by a Singaporean.

"The brand just has to be developed and merchandised here."

A total of 37 retailers out of the 100 approached have subscribed to this initiative.

Retailers on-board this campaign range from fashion to beauty, and also to wellness and lifestyle products. Examples of local brands include Charles & Keith, Eu Yan Sang, 77th Street, and STUDIOTANGS.

When asked why only a handful had signed up, Ms Faulkner admitted that there were some who did not want to be known as a Singaporean brand.

She also added: "Some say 'will consumers think less of my brand if I'm known as a Singapore brand?' and this is exactly the kind of issue we're addressing here."

Nevertheless, the impression of Singapore goods abroad is one of "high-quality" and "integrity", as explained by Mr Richard Eu, Group CEO of Eu Yan Sang and Board Member of GET SINGAPORE: "When I go overseas to talk to potential partners, there is an image of Singapore, which is actually very good.

"Hopefully on this platform, we can all grow together and develop this range of Singapore brands across different industries."

Consumers will be able to identify GET SINGAPORE brands by a new red logo which will be placed in prominent display areas within the store. In the near future, consumers can also enjoy a range of promotions during the Great Singapore Sale and tie-ups with Mastercard.

To tie in with the launch of GET SINGAPORE, a two-day showcase gallery of local brands such as The Singapore Shawl, Pure Earth, Breadou and I NOUVI, amongst many others, will be held at VivoCity Central Courtyards A&B this weekend from 11am onwards.