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Understanding apparel brand evolution patterns in Bangladesh: an industry life cycle perspective

Md Sadaqul Bari (Textile and Apparel, Technology and Management, North Carolina State University, Raleigh, North Carolina, USA)
Byoungho Ellie Jin (Textile and Apparel, Technology and Management, North Carolina State University, Raleigh, North Carolina, USA)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Article publication date: 7 January 2021

Issue publication date: 29 June 2021

363

Abstract

Purpose

The purpose of this study is to identify the emergence of apparel brands in Bangladesh: their timing, order and the reasons behind the patterns. This study also examined whether these evolution patterns followed the same path in Korea and India.

Design/methodology/approach

By employing secondary research method, this study gathered and analyzed data from companies, trade organizations, news media and academic articles to determine the socioeconomic backgrounds and underlying dynamics that propelled the evolution patterns. Following Jin et al.'s (2013) approach, we analyzed three types of apparel brands (international, national and private) in Bangladesh.

Findings

The findings indicated that in contrast with Korea and India, in Bangladesh (a) the emergence of international brands occurred after the national brands' appearance in the More Advanced Production of Fabric and Apparel stage, (b) national brands also emerged at the same stage and earlier than the international brands developed, and (c) internationalization of national brands and emergence of private brands were not observed. The differences in the emergent timing and order were explained by socioeconomic and cultural aspects, along with industry life cycle perspectives.

Practical implications

Findings indicate that the Bangladeshi market is dominated by national apparel brands. Therefore, international brands are advised to consider the business strategies of local competitors and develop their own pricing and merchandising strategies to maintain their supremacy as premium brands.

Originality/value

This study addressed apparel brand evolution patterns in a lower middle-income country. The results revealed some unique aspects. Unlike in other developing countries, national brand development in Bangladesh was initiated by entrepreneurs.

Keywords

Citation

Bari, M.S. and Jin, B.E. (2021), "Understanding apparel brand evolution patterns in Bangladesh: an industry life cycle perspective", Journal of Fashion Marketing and Management, Vol. 25 No. 3, pp. 548-566. https://doi.org/10.1108/JFMM-06-2020-0118

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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