Bangladesh’s fashion scene is on fire! Local fast fashion brands are dropping new collections faster than ever, rivalling to some extent global giants like Zara, H&M and Levi’s. In 2024, the apparel market in Bangladesh is projected to reach US $ 10.52 billion, according to Statista. The market is expected to grow at a CAGR of 2.87 per cent from 2024 to 2029. Women’s apparel continues to lead the market, contributing a significant portion with a market volume of US $ 4.75 billion in 2024.
Domestic brands such as Aarong, Sailor, Le Reve, Noir, SaRa Lifestyle, Dheu, Ecstasy, Amirá, Rang, Dorjibari, Twelve (a sister concern of Ecstasy), Texmart, Cat’s Eye along with many other fast fashion brands are positioning themselves against global giants by focusing on affordability, local styles and customer connection. Their pricing strategy is typically lower than that of international brands, allowing them to capture a cost-sensitive segment of the market. By 2024, 99 per cent of sales will be attributed to non-luxury.
These brands are using bold designs, vibrant colours and unique styles that reflect Gen Z’s confident and rebellious spirit, which is their main audience. Local brands are also harnessing the power of social media and community engagement to cultivate a relatable brand image while emphasising on quality often associated with local manufacturing.
According to the Director of Noir and Evince Group, Shah Rayeed Chowdhury, “Local brands are redefining the fast fashion landscape with a distinctly Bangladeshi flair. We strive to provide our customers with unique styles at affordable prices. However, in this competitive industry, it can be challenging to maintain affordability, given the rising costs of threads and fabrics. Nevertheless, we prioritise our customers and find ways to manage these challenges.”
| We have a dedicated research team that monitors emerging international trends. We subscribe to various trend forecasting services and our R&D team meticulously analyses these forecasts to select those that resonate with our customers’ preferences. We then adapt these trends to reflect our cultural heritage, ensuring that Le Reve remains both competitive and stylish. Monnujan Nargis CEO, Le Reve |
Noir sells shirts, punjabis, jeans, chinos, T-shirts, handbags, shoes, belts, ties and bracelets for both men and women, targeting 17-35 years old.
SaRa Lifestyle, a brand that operates 15 stores, has introduced a ‘Kids Play’ zone in its latest location. According to Director Saraf Saiyara, “We launch new designs every two weeks to keep up with demand.”
DHEU, a Western fashion sub-brand of SaRa Lifestyle, is committed to fast fashion that aligns with consumer preferences. With prices ranging from just 1000 to 4000 Taka, DHEU’s collection features a diverse array of items including shirts, denim shirts, fashion tops, printed midi dresses, cargo pants, denim pants, overcoats and many more.
Acording to Saraf, “Our brand embodies a bold movement in fast fashion, celebrating individuality and the empowerment of personal style in the face of ever-changing trends. Our approach challenges social norms, reflecting our dynamic and evolving identities.”
Cultural blending of traditional and modern styles
Local brands are increasingly embracing the cultural blending of traditional and modern styles to carve out a unique identity in a competitive global market. By incorporating traditional motifs, handwoven fabrics and artisanal craftsmanship into contemporary silhouettes, these brands are not only preserving their rich heritage but also appealing to a diverse consumer base that values authenticity and innovation.
For instance, Aarong is a prominent lifestyle brand in Bangladesh, known for its commitment to promoting traditional crafts, supporting local artisans and showcasing the rich cultural heritage of the country. Established in 1978 by BRAC, Aarong has 28 stores across the country.
The brand offers a wide range of products, including clothing, home textiles, handicrafts, accessories and more. A spokesperson of Aarong shared, “Our approach seamlessly integrates time-honoured craftsmanship with cutting-edge technology, allowing us to showcase the artistry of our local artisans in a modern format that resonates with today’s consumers.”
Another prominent fast-fashion brand, Le Reve, with 24 stores nationwide, is deeply rooted in the country’s rich cultural heritage and values. To celebrate this heritage while staying relevant in the fast fashion industry, it also embraces a fusion approach. “We have a dedicated research team that monitors emerging international trends. We subscribe to various trend forecasting services and our R&D team meticulously analyses these forecasts to select those that resonate with our customers’ preferences. We then adapt these trends to reflect our cultural heritage, ensuring that Le Reve remains both competitive and stylish,” said Monnujan Nargis, CEO, Le Reve.
Another retail brand, Khaadi by Nuvia, is an exclusively online fashion brand founded by designer Fatema Tuj Johra Nuvia, who has garnered 145k followers on social media. Nuvia states, “In response to the fast fashion trend, we created Khaadi to celebrate and preserve the rich traditions and culture of Bangladesh. Our clothing designs are deeply inspired by nature and aim to revive the country’s lost heritage.”
The brands pointed out the growing demand for versatile and minimalist designs.
Experts highlight the significant growth potential, noting that the average volume of apparel per person is expected to reach 7.2 pieces in 2024.
| Local brands are redefining the fast fashion landscape with a distinctly Bangladeshi flair. We strive to provide our customers with unique styles at affordable prices. However, in this competitive industry, it can be challenging to maintain affordability, given the rising costs of threads and fabrics.Shah Rayeed Chowdhury Director Noir and Evince Group |
Brands embrace digital growth and expansion
With the rapid adoption of smartphones and internet connectivity, consumers are increasingly turning to online platforms for their shopping needs, leading to a surge in e-commerce. Retailers are leveraging social media marketing and influencer collaborations to engage younger audiences, creating a vibrant digital marketplace that was previously unimaginable.
Amirá, established in December 2020, is an innovative fusion brand with over 6 stores all over Bangladesh. The brand has embraced a tech-savvy approach by developing an AI ChatBot that enables customers to place orders seamlessly through Facebook and Instagram DMs, significantly enhancing the user experience.
Recognising the pivotal role of technology in the fast fashion sector, the Founder of Amirá, Zainab Maqsood stated, “Amirá is committed to advancing its digital marketing efforts, optimising for SEO and exploring mobile app development. However, we face several challenges, particularly customer trust issues stemming from Bangladesh’s e-commerce history, which has been marred by scams that have fostered caution among consumers. By ensuring top-quality products and offering a variety of payment options, we aim to reassure customers and encourage them to fully embrace the digital revolution in online shopping.”
In terms of embracing digital and its future ahead, Aarong’s spokesperson averred, “The future of Aarong in the digital retail landscape is filled with promise, particularly as the global demand for ethically produced, artisanal products continues to grow. We recognise the immense potential of harnessing data analytics and artificial intelligence to create highly personalised shopping experiences and anticipate customer preferences.”
The brand aims to expand its international presence through strategic digital channels, showcasing the richness of Bangladeshi craftsmanship to a wider audience. Similarly, Le Reve’s CEO wants to build on their legacy by expanding both domestically and internationally. Amirá, on the other hand, is focusing on enhancing its online presence and introducing timeless pieces while integrating technology like ChatBots to create personalised shopping experiences.
Sustainability is also becoming increasingly important in the global fashion industry, and while many local Bangladeshi brands are still in their infancy regarding the integration of sustainable practices, there is a significant opportunity for growth. These brands must first up their retail game before fully committing to sustainability efforts. Additionally, there remains a considerable need for improved storytelling and consumer education in this area.
