Local fashion brands in Bangladesh heavily rely on sales during festivals, especially Eid-ul-Fitr, to make the most of their yearly profits. But many sellers are now unable to meet their sales expectations due to heavy competition and options in and outside the markets.
Owners expressed mixed sentiments, with some noting the challenges of navigating economic pressures and uncertainties, while others remain optimistic about their sales strategies and growth potential.
Despite high hopes for increased profits, factors such as competition, rising prices, and shifting consumer preferences have led to mixed outcomes for business owners. While some remain optimistic about sales strategies, others express concerns about navigating economic pressures.
According to the Fashion Entrepreneurs Association of Bangladesh (FEAB), leading brands earn around 40 per cent of their profits from Eid-ul-Fitr alone. Lesser-known brands depend even more on festival sales, with Eid contributing 80 per cent to 90 per cent of their annual profits.
Shaheen Ahmmed, owner of Anjan's, remarked that sales are not satisfactory. He said, “Our business is going well, but not as expected. There are many shops in the market now. Various exhibitions, fairs, shopping malls, showrooms and others have become popular all around.
“As a result, people now have many options. Many people are turning online again to find good things at low prices.”
“The price of everything has increased in the market. Everyone has different preferences. Some are buying Eid clothes, while others are buying Boishakhi clothes. Those who are a bit more cultured are buying both. But I think this year there will not be much formality in Boishakh.”
Additionally, the rising prices and differing consumer preferences contribute to the subdued sales, with some customers focusing on purchasing clothes for Eid-ul-Fitr, while others prioritise garments for Pohela Boishakh.
Biplob Saha, owner of BishwoRang, said, “Eid sales are supposed to be a little higher compared to other times. Everyone is shopping according to their ability. However, it cannot be said that more sales are as expected.
“Our investment is high because we work in the field throughout the year. Commodity prices, economic pressure, rising price of the USD – everything is very stressful. Sales are going on in all our outlets but relatively less.”
Saha added, “Two days after Eid, Pohela Boishakh. In this case, in our shop, traditional religious people are buying more than Muslims. Those who are a bit cultured are keeping some budget for Pohela Boishakh.”
Eid has been the primary focus for BRAC-Aarong in recent years, especially with Pohela Boishakh falling within the Ramadan period and altering customer buying patterns.
Syed Redwanur Rahman, assistant general manager (marketing), BRAC-Aarong said, “Eid has been our top priority for the last few years. As Boishakh fell within the Ramadan period and as the customer buying pattern changed; our approach, forecasting, and projection changed too.”
Despite these changes, he expresses satisfaction with their current sales performance, saying, “Our sales are going well and we are observing a good response from our customers.”
SM Khaled, managing director of SaRa Lifestyle Ltd, said, “Sales are good on the occasion of Eid. This year we have 37 per cent more sales than last year because we expanded our business by opening four new outlets. It should have been a little more but it didn't for various reasons.
“Last year there was an election so there was some uncertainty. But this year, everything is going well. Our main target is more sales and less profit. So we have not increased the price of the product too much. As a result, it is selling fairly well.”
He added, “We try to bring new fashion trends constantly. So we are focusing on good fashion designers, making good quality products with good quality fabrics to attract the customer. We hope for the best.”
Syed Azharul Haque, the proprietor of the fashion brand Sadakalo, noted, “Wholesalers have commenced early sales, while retailers continue to engage in transactions. Our Eid collection is already available in the market, and we are observing some sales.”
Azad, who is also the former president of the Fashion Entrepreneurs Association of Bangladesh (FEAB), added, “We anticipate better sales this year compared to the previous few years. Last year's sales met our expectations.
He emphasised, “Overall, the majority of apparel sales occur during Eid-ul-Fitr. We do not anticipate significant sales during Pohela Boishakh, and during Eid-ul-Adha, people primarily focus on purchasing animals for sacrifice.”
