Many large export-oriented apparel manufacturers have launched their own fashion brands for local customers, adding value to the booming retail market in the country.After their success in the global market, the apparel makers are now exploring the domestic market with their own brands and have already earned popularity among local customers.As the buying capacity of people has increased with the growing middle class, the size of the local apparel industry is fast getting larger.Around 15 large export-oriented apparel manufacturers, which have been supplying clothing items to the top western brands, have joined the local-brand club.Owing to their popularity, they are now expanding store network across the country.Brands like Yellow, Sailor, Texmart, Occult, Trends, Amber Lifestyle, Fit Elegance, Artisti, Plaire, Bar Code, Shoishab, Dhaka Republic, and Noir have already gained huge popularity in the local market.Yellow, an upscale fashion brand of Beximco Group, started its journey in 2004 as a retailer and so far set up 15 outlets across the country.It has an array of fashion clothing and accessories for men, women and children, apart from several other household and decorative items.Epyllion Group, which supplies garments to western consumers, launched its local brand ‘Sailor’ in 2015 and now has five outlets in Dhaka.Apparel exporter Giant Group opened its first retail store in Dhaka in 1998 under the name ‘Texmart’ and later established another brand ‘Occult’ in 2007. The company is already well recognised as a pioneer in the local retail clothing industry.Faruque Hassan, Managing Director Giant Group, said he had realised long ago that Bangladeshi market can offer massive opportunity for fashion brands. “With this realisation, I launched a retail brand Texmart in 1998,” he said, adding that local fashion industry is booming despite some challenges.Artisti, a concern of export-oriented Milon Garment, was among the first local clothing brands and earned huge popularity after starting its journey in 2000.Trendz, a brand Babylon Group, began its journey with its first outlet in Bashundhara City in 2000 and now it has eight outlets in Bangladesh.Amber Lifestyle, a concern of Amber Group, opened its first retail shop in 2014 and now has four stores across the country.Shahidul Hasan, Director of Amber Group, said: “It’s a good opportunity that has come with a lot of challenges.It’s not only about denim; we have to bring all kinds of products for men, women and children at affordable prices.”He said they have an expansion plan but it will depend on the time and demand.Noir, a fashion brand of export-oriented garment group Evince, entered the local retail market in 2014 and now have two outlets in Dhaka.Another export-oriented entity Sayem Group launched its local brand ‘Plaire’ a few years ago.East West Industrial Park Limited, an exporter of high-end attire, has been operating its local brand — Fit Elegance — for last several years.Chittagong-based Smart Jeans Ltd is dealing with two local retail brands — Bar Code and Shoishab. ‘Dhaka Republic’ is another brand brought by garment manufacturer Sonia Group.Market insiders said the flourishing local fashion brands have helped the country cut the import of apparel items substantially. “Bangladesh’s economy has been expanding and it has a very large market. It’s a good sign for the local market that many export-oriented apparel manufacturers have launched their own retail brands,” said Shahidullah Azim, former vice-president of BGMEA.Azim, also the chairman of Classic Group, said he launched an online store — Brent Wood. “I’m now getting orders from abroad,” he said.Sector insiders said based on the success of the retail brands in the local market, apparel manufacturers might be focusing on expanding their retail business to other countries, but this will be a huge challenge.Artisti has extended its boundary up to Singapore while Beximco’s Yellow has marked its footprint on Pakistan. “It’s a tough job and a concerted effort by the government and apparel makers is needed to expand the local retail shops internationally. Extensive marketing and promotion along with maintaining the quality are also very important for expanding the retail business to other countries,” said BGMEA’s Faruque Hassan said.Denim specialist Mostafiz Uddin, CEO of Bangladesh Apparel Exchange, said to excel at a global scale, local brands will have to know the demand of global consumers and have to bring new trends and fashions with the change in season.
