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World Journal of Engineering
Research and Technology

An International Peer Reviewed Journal for Engineering Research and Technology

ISSN 2454-695X

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ICV : 79.45

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Indexing

Abstract

BRANDING FOR BANGLADESHI CLOTHING: A CASE STUDY TO LONG TERM SUSTAIN IN THE GLOBAL APPAREL MARKET

Ishrat Jahan, Emdadul Haque Shamim and Shuvo Mondol*

ABSTRACT

A businessman wants to invest in a foreign country when he has vast experience in a particular field. Though Bangladesh has so many millionaire, though Bangladesh is proficient enough in RMG industry it hasn?t take any initiative to promote its own international apparel brand yet. Today?s market economy is characterized by a very changeable environment & strong competition caused mainly by enlarging globalization, it is becoming more & more difficult for an enterprise to maintain long-term success. Using traditional techniques such as simply maintaining low costs, large human resource & innovative solutions are losing their importance. That is why the significance & meaning of brands have been growing recently. Bangladesh is the second largest RMG exporter in the global market; it holds a 6.4% share of the global RMG export market. The country earns $34.65 billion from its total export last year (2016-17) where $28.14 billion came from the apparel sector which is 81.23% of total export income. There is no doubt that we can make good quality products. Since our products are being sold with global brand tags. We export a T-shirt to USA only for $2.49 but the same T-shirt is sold for $19 there". The aim of this project is to show that a properly establishment of brand strategy is the enterprise?s most valuable asset & should be listed in the top priority in the company?s work. A strategic & calculative action aimed at building a brand or strengthening an already existing one is especially necessary in the RMG industry to sustain in the global competition.

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