Bangladeshi apparel makers have been encouraged to develop their own brands and sell products with higher prices to Western consumers directly.
Mostafiz Uddin, who is the first person to develop the first ever manufacturer-owned denim brand (BlueXOnly) in Bangladesh, provided advice while presenting a presentation at a workshop on “How to Build Your Own Apparel Brand and Directly Address European & US Consumers” at a local hotel in the capital Dhaka on Saturday.
Bangladesh Apparel Exchange (BAE)–a private initiative to promote the Bangladeshi apparel and clothing industry–organized the workshop that disseminated experiences on how to develop the next growth strategy of Bangladesh’s apparel sector by putting up new designs to locally owned products and making them stand out as global brands.
“Bangladesh’s apparel manufacturers may join the global opportunities by building their global brands rooted in the local garment and textile industry,” Mostafiz, who is also founder and CEO of the BAE, explained. He added that customers are willing to pay more to buy products from the brand.
Mostafiz also serves as managing director of Denim Expert Limited, a Bangladesh-Netherlands joint venture at the Chittagong-based Karnaphuli Export Processing Zone (KEPZ). He suggested to all that participants to create their own brands with innovative ideas and sell products both online and offline.
He is very proud of the fact that his homegrown brand, BlueXOnly, is selling in Europe since 1996 and feels it can serve as an inspiration for others.
Bangladesh is the second largest exporter of clothing products after China and produces apparel items for global retailers and brands such as H&M, Uniqlo, Levi’s, Nike, Tesco, Wrangler, s.Oliver, Hugo Boss, Puma, Primark, JCPenney, C&A, Tommy Hilfiger, Inditex, Walmart, M&S, Calvin Klein, Diesel, Gap, Chanel, G-Star and many more, according to the BAE founder. “But the manufactures are yet to develop any global brand originated from Bangladesh,” Mostafiz said while replying to a query.
At the workshop, he shared his 20-year experience in the apparel and clothing business of Bangladesh and shared his knowledge on how to develop the next growth strategy of the country’s apparel sector by designing locally owned global brands.
By creating brands, Bangladesh may increase profit margin by utilizing the strength and intelligence of local business, which would impact the country’s economy largely, participants added.
Around 200 apparel manufacturers, representatives of global retailers and brands and top officials of different garment factories attended the workshop. “It will help developing a global brand in Bangladesh,” Shafiur Rahman, country manager of G-Star and a workshop participant told SI.
Rahman said that local apparel markers will be benefited if they develop their own brands in future. “Definitely, manufacturers will get higher prices if they sell their products to the customers directly through developing own brands,” he explained.
Mohiuddin Rubel, managing director of the BAE, also spoke and highlighted its initiatives.
The BAE has announced the second workshop of the knowledge series titled “Making Best Journey to Apparel Trade Fairs” to be organized on September 23, 2017. This workshop will explore the opportunities trade shows offer and learning the know-how of reaping business benefits from trade fair participations.