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Branding of Bangladeshi 'Clothing': Are We Ready

Branding of Bangladeshi 'Clothing': Are We Ready

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Published by Abrar Ahmed Apu
Bangladesh Clothing Industry
Bangladesh Clothing Industry

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Categories:Types, Research
Published by: Abrar Ahmed Apu on Feb 13, 2013
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02/13/2013

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Top Story
Issue: January , 2013
Branding of Bangladeshi 'Clothing': Are We Ready?
 Abrar A Apu
 , MSc www.abrarapu.com
ABSTRACT
This article is inspired by several news, seminars and conferences recently held in Bangladesh where advices came out tocreate brand image or to improve the reputation of Bangladesh as clothing manufacturer through own clothing branding.McKinsey & Company, Marketing Guru Philip Kotler, Nielsen Bangladesh, severalwell-established research organizationsand renowned experts unanimously have been advocating for clothing branding of Bangladesh. Bangladeshi clothingexport is increasing with an average growth rate of more than 10%. The position of our clothing-manufacturing sector is inthe middle of global textile clothing supply chain management (SCM). Branding clothingof the country means to extendroles of this sector from beginning of the chain to theend (viz. manufacturer to wholesaler and/or retailer or to theconsumers). The roles of brand developer and marketer differ completely from the roles of manufacturer.Here I am tryingto find out will Bangladesh be as successful as clothing manufacturer in introducing its branded clothing items? However,branded Bangladeshi clothing meansmore value addition, more foreign currency retention, better payment to the workers,better attention to the Occupational Health & Safety and environment which as well results a better positionedBangladesh.
Key words:
Clothing Industry, Branding, Integration, Sweatshop, and Types of Clothing Firm.
Introduction:
I would like to address the industry, which manufactures dresses from textile material (fabrics) we put on as 'Clothing industry'.The performance of Bangladeshi Clothing industry can be appreciatedbecause of its export values and employment of more than35 million people, around 80% of which are women. The previous year exports value of Bangladeshi made clothing is in thesecond positionafter china globally. McKinsey&Company, US based consulting giant has addressed Bangladesh the 'next China'and the firm predicted that Bangladesh clothing export might cross more than 43 billion USD by 2020. Research report fromNielsen Bangladesh revealed that Bangladesh needs extensive branding at home and abroad for long-term sustainability of theclothing sector. Many industry experts believe that it is the appropriate time tobrandcountry's clothing sector. Clothing brandingis important for Bangladesh for three important reasons: to create safe guard against increased price competition and transformbackbone industry of the country into global image as France created image in fashion, Germany in automotive industry, Japanfor consumer electronics industry.The second reason is:clothing brands addvalue in products and generate revenue for highprice.The third reason is:people across the world will know Bangladesh as the country of choice for clothing items.The export of our clothing items in the global market has been increasing since its inception. As the country is becoming as an exporter of textile-clothing goods, the country should produce quality branded goods under its own name. It will raise reputation and docountry branding too. Philip Kotler globally known as marketing guru, in the world marketing summit-2012, advised Bangladeshto brand herself through clothing branding.
Brand and Branding:
Though 'Brand' is mentioned to be a trademark connected with a product or producer, it is indeed a perception created atconsumers mind against that trademark or that particular product. A brand can be described as a marketing identity created fora generic product in order to distinguish its competitors(Penman, Textile Branding). Earlier mankind began leaving a mark tosignify ownership of property, membership in a group or clan, or to identify political and religious power that leads today asbrand. Brand name always silently bears a bundle of intangible attributes and among many attributes quality and reliability arethere undera brand name. A country, a place or product can be branded individually, but all are interrelated and finally can becontributed in country branding. A product branding is always more flexible than that of country or place branding. After aproduct has been launched, companies are free to make modifications in response to consumer demand but in case of place orcountry branding, a country can't replace its beaches with mountains.Products can be discontinued, modified, withdrawn fromthe market, re-launched and re-positioned or replaced by improved products.In the textiles and clothing sector, branding can be applied at various levels, most typically at the clothing level. Global textilebrand IKEA and clothing brand Nike have larger revenues than the GDPs of some small countries. Indian origin Raymond,Sitaram, Arvindand etc. are well known global textile fabric brands for shirt, suiting and other form of formal clothing. In somecountries, Indian clothing- textiles and fabrics are considered as fashionable.Positive clothing branding create positive country image. Armani and Gucci premium clothing brands add value to Italian countryimage, in the same way Nike for the USA, H&M for Sweden, Zara for Spain, Hugo Boss for Germany and etc.
BTT Subscription :
BDT 1,000(12 issues)
KBTC Membership:
BDT 5,000(5 years)
Call:
88-02-9863105
Bangladesh Textile TodayIssue: January , 2013
Branding of Bangladeshi 'Clothing': Are We Ready?http://www.textiletoday.com.bd/magazine/print/5691 of 713/02/2013 15:07
 
Top Story
Issue: January , 2013
BTT Subscription :
BDT 1,000(12 issues)
KBTC Membership:
BDT 5,000(5 years)
Call:
88-02-9863105
Bangladesh Textile TodayIssue: January , 2013
Bangladesh's status in clothing branding locally and internationally:
Leading local clothing brand manufacturer and retailer, Cat's Eye first introduced branded clothing in 1980. Since then, severalbrands have come into the clothing market and the brands are doing good business. There are 56listed fashion brands inBangladesh. Few of them have crossed the boarder and doing branded clothing business like Yellow, Artistic, and Kay Kraft.International exposure of our consumer-clothing brand is yet to get mark. Some are doing business with high-risk mode of doingbusiness (self-entry), but successful.
Structure of clothing industry of Bangladesh:
Bangladeshi clothing is not yet in the brand business. Most of our production is focused to deliver the market with buyers'brands. Bangladesh is getting win-win business where the brands invest in the necessary marketing to bring customers to theirshops, and we produce quality apparel in a compliance environment.In the last few decades, the structure of Bangladeshiclothing industry has changed from only CM (Cutting-Making) to FOB (free on board). FOB clothing firms are capable of sourcingand financing inputs and providing all production services, finishing, and packaging for delivery to the retail outlets.One and ahalf decade ago, most of the clothing firms were CM and the rests were CMT (Cutting-Making-Trimming). A World Bank study(World Bank 2005b) states that in 2005, two-thirds of apparel firms in Bangladesh were involved in CMT production. Followingtable describes the types of clothing firms in Bangladesh:Data on the different types of clothing firms are not available but it can be concluded easily that there is not more than 2%'Collection' clothing firms in Bangladesh.Lion share of the firms are composed of CM, CMT and RTS (FOB). CMT business is lessrisky and generatesfewer margins than FOB business or Collection business. The value addition in exported clothing items, atpresent, may not be greater than 25% of export value.Textile industry is important backward linkage for clothing industry. As we know that textile-clothing industrial chain is one of the longest and complex industrial manufacturing chains, interrelation among different processes and sub-processes arecomplex. I like to explain relations among the different process in Bangladesh perspectiveby following figure:
Branding of Bangladeshi 'Clothing': Are We Ready?http://www.textiletoday.com.bd/magazine/print/5692 of 713/02/2013 15:07
 
Top Story
Issue: January , 2013
BTT Subscription :
BDT 1,000(12 issues)
KBTC Membership:
BDT 5,000(5 years)
Call:
88-02-9863105
Bangladesh Textile TodayIssue: January , 2013
There are three different types of textile clothing manufacturers in Bangladesh: (1) integrated manufacturing, where factoriesimport the cotton/fiber and do the rest of the production process (spinning, weaving/knitting, cutting and sewing) on their own;(2) factories importing yarn and then completing the rest of the manufacture; and (3) factories importing fabric and sewing thegarment in CMT factories. Most of the knit factories belong to the first two categories and woven factories belong to the thirdcategory (World Bank, 2005b)
Supportsto Bangladeshi Clothing industry:
There are several factors behind the success of the industry. Bangladesh belongs to Least Developed Country (LDC) category,which ensures international favors to Bangladesh in doing international business in clothing sector; like Generalized System of Preferences (GSP) and/or GSP Plus facilities, Everything But Arms (EBA) agreement, and Duty-Free- Quota-Free Market Access(DFQFMA) initiative. Apart from this, government has imposed top priority in clothing industry through cash incentive/return onexport clothing items and tax reduction. Huge abundant cheap labors, and cheap utilities are two important local factors have
Branding of Bangladeshi 'Clothing': Are We Ready?http://www.textiletoday.com.bd/magazine/print/5693 of 713/02/2013 15:07

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