Developing own fashion brands will facilitate to grab the growing demands for fashion wears in the domestic market. In addition, those brands will spread out in the international arena in near future.
Textile Today Research
Local entrepreneurs are expanding their footprints in developing own brands while new entrepreneurs are coming to join the race. Besides, many export-oriented companies are launching their own branded showrooms or outlets eying the local market. They also have the desire to take their brands in the global arena.
A number of companies having diversified business especially involved in readymade garment manufacturing for the export purpose are entering in the local markets in last couple of years. Yellow, Texmart, Trendz, Amber Lifestyle, Plair and Sailor have already made their strong foothold with their unique products, with the other domestic market-oriented brands like Aarong, Kay Kraft, Dorji Bari, while Sara, Klubhaus, Red, and O’code are the recent ones.
Local customers are accepting these brands very positively and they feel comfortable to purchase their fashion products from local brands’ outlets.
“Local brands are offering a quality product in reasonable price. They are also providing the most up-to-date trends and style. I prefer to buy all fashion wear for my family members from local brands like Dorzi Bari, Aarong, Anjans etc.,” said Tania Khan, a housewife.
Majority of them are focusing on establishing their brand names among the customers. They are targeting to capture the latest trends and style focusing the demands of consumers especially the taste of the youth. Here we portrayed some local brands set up by both local and export-oriented companies.
Snowtex—the export-oriented garment manufacturer has launched its own brand ‘Sara’ on May 12 this year mainly to establish retail business in the local market with ensuring own-designed and quality products at affordable prices.
The investment made by the company is worth Tk 150 million to open its first outlet in Mirpur. The company’s managing director SM Khaled said he wants his local brand not only in the country but also to set the footprint in outside the country.
They want to sustain their business for a long time even during the period when Bangladesh might not be competitive in the export market.
Snowtex– the $130-million annual turnover company– manufactures woven items like outwear and sportswear and exports to Europe and other countries including Canada, Russia and Japan and is in the export trade for last 20 years.
Also Read: Snowtex launches its own fashion brand SaRa
The company plans to open three more outlets in the capital by the end of 2018 by blending its experience of export business with its own designed products.
Dekko Group having 19 business concerns joined the competition of making fashionable wears with launching its first branded showroom namely ‘Klubhaus’ on May 11, 2018. Introducing its product lines after the name of four rivers of the country—Boral, Atrai, Mogra, and Kalindi, the group now operates four outlets across the city.
The group, one of the country’s leading exporters of readymade garment (RMG) produces high-quality garments for major players in the international market including Zara, Espirit, and Tommy Hilfiger, said Sabbir Hasan brand manager of Klubhaus.
They work with a theme to design their produced clothes for local customers and one design for one item. The company initially targeted to establish its brand value among the consumers within a couple of years to let people know the brand name of ‘Klubhaus’.
The brands find local brands recognition, as one of the major challenges as there are a number of such brands. However, they want to create a brand image with quality and reasonable rate.
Red Origin is a venture of Partex Group, that have diversified business including RMG exports, furniture, and plastic manufacturing. Launched in 2013 initially, the brand came into a bigger way in 2016. Now it has six showrooms in the capital city.
Sourced fabric from the local market, they have own factory where nearly 150 people work to design and produce the clothing for the domestic market.
The people who traveled across the world and purchase different types and quality of products are one of the targeted customer groups of the brand. In addition, they want those people to buy quality products from the local market.
Many export-oriented companies are entering in the local market and to reach the people and let them know about the quality products.
Md Fazlur Rahman Managing Director of the local brand—Dorji Bari—started his venture in 2003. Now the brand has a total of 38 showrooms. He has a plan to enter each district of the country with the brand name-Dorji Bari—that mainly produces men’s wear.
The main targeted customer of Dorji Bari is the youth who have frequently changed their tastes. The brand tries to combine western fashion with the traditional ones.
Chase the youth’s taste and cope with it is the major challenge to sustain and compete, as Dorji Bari’s main target group is the young generation, Mr. Rahman believes.
The brand has a plan to expand its venture in producing kids and women wear gradually. He cherishes the dream to turn Dorji Bari as a global brand in near future.
Dorji Bari welcoming the export-oriented companies in the local trade believes that it would create a competition to ensure quality products at a reasonable rate and also help develop owned designed items.
On 15 February 1994, Anjan’s fashion started from Siddheswari in Dhaka. In 1998, it introduced the second branch in Dhanmondi. Currently, Anjan’s fashion has 22 showrooms, which includes key places of the country like Banani, Gulshan, Uttara, Panthopath, Jamuna Future Park, Chittagong, Narsingdi, Bashundhara City, Mirpur and Wari.
Shaheen Ahmmed, Anjan’s proprietor and fashion designer, has brought contemporary designer collections for all seasons.
“We used to participate in different fashion competitions, which are organized by different fashion magazines. As a result, we eventually gained a good reputation among the people,” he said.
Deshi Dosh is the combination of 10 major local fashion houses. They are Deshal, Nipun, Rang, Banglar Mela, Bibiana, Shadakalo, Anjans, Probortona, Nagardola, and Kay Kraft.
Launched in 2009, Dehsi Dosh is now available in six locations including two in Dhaka, each one in Narayanganj, Chattogram, Sylhet, Bogra.
The uniqueness of it is that a customer can have a glimpse of products of some 10 renowned boutique houses at one place. They can compare at least 10 varieties and designed products and choose the one they cherish for.
Yellow is one of the oldest fashion brand launched by an export-oriented entity– Beximco group—in 2004. Currently, it has 19 showrooms in Bangladesh and Pakistan. It also operates its online store.
Since origin, they have been offering world-class designs at an amazing value price. Its product line includes a wide range of fashion clothing, fragrance, and accessories for men, women, and children; textiles for home decoration; avant-garde ceramic items; paintings; books; and many more. The brand is most distinguished for its true international quality designs and fabrics.
Explore YELLOW and look through our windows for contemporary global fashion trends.
Richman is another contemporary fashion brand in the country that designs clothes and accessories for men. It has a total of 47 showrooms across the country including 21 in the capital city.
Cause of our affordable price range, trendy design, and quality product builds long lasting relation and partnership with the customers.
According to Richman, ‘Committed to Quality’ is their only success story. They only design timeless clothes and accessories for men. The brand is getting huge popularity in the country.
The authority has plans to establish the brand Richman in the International arena, starting from the South-Asian Market.
Starting from Richman at Bashundhara City Shopping mall, fashion-forwarded formal and casual Menswear, in addition, makes the brand unique in the market.
Capitalized the overwhelming response from customers, they have launched more outlets one after another in a row such as; Metro Shopping Mall, Rapa Plaza, Rifles Square, Gulshan Avenue, Uttara, Sylhet & Chittagong.
“Cause of our affordable price range, trendy design, and quality product builds long lasting relation and partnership with the customers,” expressed Nazmul Hoque Khan, Managing Director, Lubnan Trade Consortium Ltd., registered as Join Stock Company and certified by ISO 9001:2000 for Quality and Assurance, which is the mother company of Richman.
Currently, Lubnan Trade Consortium Ltd. is making all kinds of ethnic wear, casual wear, formal wear, ladies wear and kids wear under the brand name LUBNAN, RICHMAN & INFINITY.