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Bangladeshi Local Apparel Products Need Proper Branding to Sustain in the Competitive Market

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Author Affiliations

  • 1Lecturer, Department of Textile Engineering, Daffodil International University, BANGLADESH

Res. J. Engineering Sci., Volume 2, Issue (3), Pages 52-57, March,26 (2013)

Abstract

The importance of the textile industry in the economy of Bangladesh is very high. Local clothing brands are flourishing on the back of increasing demand from domestic buyers The rapid growth of the RMG industry in the country has not been enough supported by the growth of backward linkage facilities. Environmental changes, intensive international competition, unpredictable consumer demand, and market trends of variety and short product life cycles, compel the Bangladeshi textile and apparel industry to focus increasingly on the consumer as a way to meet these challenges. So, proper branding and manufacturing the quality product is mandatory to sustain in this global competitive market. Attracting the customer through proper branding with quick response has established new business strategies, new relationships and new procedures to speed the flow of information and merchandise between retailers and manufacturers of apparel and textiles. The objective of this paper is to briefly review competitive strategies in branding that are relevant to the Bangladeshi apparel industry, focusing specifically on differentiation and branding methods. Applications to both textile and apparel firms are made and a potential structures by which local brands like Cat's Eye, Westecs, Artisti, Kay Kraft, Aarong, Banglar Mela, Dorjibari, Lubnan, Artness, etc, may develop brands potentiality is introduced. This paper will aid industry in the development of textile and apparel brands, as well as recommendations on brand strategy and creation. A general overview of this paper is given below.

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