Fashion attributes preferred by young Bangladeshi consumers while buying casual clothes

Tamgid Ahmed Chowdhury (Department of Marketing and International Business, North South University, Dhaka, Bangladesh)
Tania Akter (BRAC Business School, BRAC University Business School, Dhaka, Bangladesh)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 10 September 2018



The purpose of this paper is threefold: first, to identify a list of fashion attributes preferred by young Bangladeshi consumers while buying casual clothes; second, to test the applicability of Kano’s quality theory in the apparel industry; and, finally, to explore the differences in fashion priorities between male and female consumers.


This study is based on primary data collected through a survey from 1,177 young consumers of urban Bangladesh. Structural equation modeling was used to develop the attribute index. Also, convergent and discriminant validity and construct reliability of the index were tested.


The study offers a four-dimensional 19-item index representing the desirable fashion attributes. This paper also confirms the applicability of Kano’s theory in the apparel industry. Results revealed that “well-designed casual attires” and “discount offers” are top-ranking attributes as perceived by both male and female consumers. However, there are differences in the preferences. Women prioritized irritation-free, durable and soft fabric, whereas men preferred attributes such as suitability of color and functionality in the workplace.

Practical implications

The findings of the study provide clothing suppliers of Bangladesh with information that may be utilized while preparing their options. For instance, as casual clothes are frequently worn and washed, a quality fabric that looks good even after several washes is highly recommended. Dress manufacturers need to offer colorful attires to women, whereas for men, more color options should be available. Casual clothes should be made in a way that they are acceptable in the community and workplace.


As research on exploring desirable fashion qualities in developing markets (especially in South Asian region) is rare, this study is contributing to the literature by offering validated apparel attribute index.



Chowdhury, T. and Akter, T. (2018), "Fashion attributes preferred by young Bangladeshi consumers while buying casual clothes", Journal of Fashion Marketing and Management, Vol. 22 No. 4, pp. 540-556.

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