Expos can create an opportunity for smaller manufacturers to help them display their products for global buyersApparel manufacturers need to showcase their products on a platform to draw the attention of global buyers and brands.The global fashion business is still heavily influenced by expos—gatherings of buyers and sellers.International trade shows – such as: Kingpins, Premiere Vision, Magic Show, and Sourcing Connection – attract hundreds of manufacturers in search of buyers. These events are successful as they create opportunities for both groups.Bangladesh, the world’s second-largest apparel exporter with $30.61 billion in earnings, and a sourcing hub for global retailers, does not host expos that would create opportunities for smaller manufacturers to display their clothing products for global buyers.The Bangladesh Garment Manufacturers and Exporters Association (BGMEA) used to organize the Bangladesh Apparel and Textile Exposition (BATEXPO) to create opportunities for its members. However, no expo has taken place since 2013. Large businesses take part in global expos, but smaller companies cannot participate in the shows due to expenses and other complications.“Since there is no platform on which to display products – or meet buyers or their representatives –we have to depend on buying houses or foreign agents to get work orders. And it costs more due to commission,” Shakil Rizvi, managing director of Rizvi Fashion, told the Dhaka Tribune.He further said: “For entrants like me, a domestic platform is very important to get in touch with buyers. Since it has not happened, I am trying to join global shows in foreign countries to meet my target buyers.”However, manufacturers alleged that they are not getting equal opportunities. Sometimes influential entrepreneurs get chance at reduced rates to participate in global expos.
Why Bangladesh needs expos
Bangladesh needs aggressive promotional activities to tap into global opportunities—given the fact that it has only a 6.4% share of the global market. Around 85% of exports are still concentrated in the European Union and North American markets.Bangladesh has opportunities and abilities to explore them, by organizing expos in the country.“An exposition is an effective means that brings buyers and sellers closer to each other and finds the best match. So, there is no alternative to promotions as long as we are in the market, because there are always untapped opportunities,” Mostafiz Uddin, founder and CEO of Bangladesh Denim Expo, said.He said organising expos in a domestic venue means more opportunities for businesses— especially smaller factories, which have less exposure and financial ability to participate in international expos.“There is a strong need for domestic expositions to create a space for small-scale entrepreneurs to showcase their products. It should be in line with the latest update happening across the fashion world,” Md Fazlul Hoque, managing director of Plummy Fashions Ltd, the greenest knitwear factory of the world, said.
Expos to show strength
Bangladesh needs positive branding and to inform the world about its capacity and industry strength—to increase the global base for its export market. Traditionally, expos perfectly create this opportunity.“After a complete turn-around from the Rana Plaza accident, Bangladesh is now an example for safe workplaces. In terms of eco-friendly manufacturing, Bangladesh is the first with 67 green factories, the highest amount in the world,” Abdus Salam Murshedy, managing director of Envoy Textile, a green factory, told the Dhaka Tribune.He said Bangladesh is manufacturing valued products for several countries such as Japan and EU member-states.“To make it tangible to global retailers, we need to organize international shows to display products and arrange visits to the production floor—to show industry strength,” Murshedy added.
Challenges for expos
In its 35-year journey, Bangladesh has marched a long way, through ups and downs, and reached today’s position. In terms of value added, it is a newcomer to global buyers.Since the industry was more focused on expansion, it could not concentrate on developing infrastructure to organize an international-standard expo. Neither the government nor trade associations like BGMEA and BKMEA have taken initiative on this subject.“Marketing trends have seen a lot of changes in the global arena. Now people take part in the expo, not only to find buyers but also, to explore the latest trends and products,” Fazlul, a former president of Bangladesh Knitwear Manufacturers and Exporters Association (BKMEA), said.He said Bangladesh lacks the quality to arrange international-standard shows. “We have to bring a new dimension to expositions, based on research and innovation, to attract global visitors.”On the other hand, there is not enough space and infrastructure to arrange an international- standard exposition in Bangladesh—and the old tradition is not an effective one, he added.“As an apex trade body of the garment sector, BGMEA is farfrom its role in promoting the sector to the international arena. It has lost its glory, in recent years, due to a lack of proper leadership,” an apparel manufacturer, seeking anonymity, told the Dhaka Tribune.However, the BGMEA denied the allegation, saying that it is focusing on the branding and image of the sector.Earlier, BATEXPO needed to showcase products to attract buyers. But now, the buyers are well-informed about Bangladesh.“Now Bangladesh needs branding and strategy, which we focused on during the Dhaka Apparel Summit,” BGMEA Vice President Mohammed Nasir said.However, the BGMEA is considering organizing an exposition at the apparel summit in the next edition if the board of directors agreed, said the leader.“As an organisation to promote export, we are ready to take any kind of initiative. But do the people of the sector want it?” BijoyBhattacharjee, vice chairman of Export Promotion Bureau, said. “We are helping exporters to take part in the international expo at a discount rate,” he added.
Ways forward
Bringing buyers to expos is a process that may not produce immediate results but could generate momentum over time.To this end, Bangladesh has to restore the confidence of buyers and ensure their time, investment, and efforts make it worthwhile to join the expo..Mostafiz, who already successfully arranged eight editions of the Bangladesh Denim Expo, a special international expo dedicated to Denim goods, said: A quality presentation; ensuring the right combination between suppliers and buyers; a congenial atmosphere with modern amenities; and most of all, safety, security and comfort for the visiting buyers–are some of the necessities for an expoFurthermore, regular marketing, promotion and social media campaigns are crucial for global outreach and creating brand value for an expo. But it is a gradual process and needs to start at ground zero with consistent efforts and perseverance, he added.
