By Michelle Tay

SINGAPORE's apparel manufacturers have adopted a 'sew and tell' tactic to help the local rag trade grab a bigger share of the world market.

The industry has taken a leaf out of its own playbook and launched a brand - called Apparel Singapore - yesterday that garment makers can attach to their togs.

It will hopefully deliver a message to buyers around the world that Singapore manufacturers are trusted partners who respect intellectual property and meet strict social and environmental standards.

The aim is more tangible - to grow Singapore's share of the world apparel manufacturing business by 15 per cent over the next five years.

It is a stitch that comes just in time to tackle challenging market realities, said the Textile and Fashion Federation of Singapore (TaFf) yesterday.

These include stiffer global competition in the supply chain as well as sharply rising operation and labour costs everywhere.

Singapore manufacturers already produce clothes for several high-profile global brands, including Gap, Zara, Armani and H&M, as well as American department stores Macy's and Target.

The combined manufacturing output of Singapore's 128 garment manufacturers was about $6 billion, or 2 per cent of global output, last year.

Trade and Industry Minister Lim Hng Kiang said at the launch of Apparel Singapore that the industry here had an edge over global rivals 'by leveraging on the cost-effective manufacturing locations in (the region) and basing their headquarters (here)'.

But, he added that 'global competition in apparel sourcing will intensify', so Apparel Singapore will be introduced to the United States and Japan markets over the next six months.

Apparel Singapore, which is spearheaded by TaFf and supported by Spring Singapore and IE Singapore, will initially comprise nine Singapore-based manufacturers acting as brand ambassadors for the industry.

Asia Garment Manufacturer, Bodynits International, Clovertex, Ghim Li Global, Gimmill Industrial, Lee Yin Knitting Factory, Ocean Sky International, SL Global and Teo Garments Corporation were chosen as they all own and manage many production sites in almost 20 countries.

TaFf secretary-general Chris Koh expects the number of brand ambassadors to grow to 'a pool of about 20 by next year', and then grow at 10 to 15 per cent each year.

This article was first published in The Straits Times on 17 July 2008.