Title: Challenges behind creating a global apparel brand and ways to overcome it: a perspective of the RMG sector of Bangladesh

Authors: Saju Shaha; Hasin Shahriyar; Samia Jabin; Readowan Rashed; Md Akram Hossain; Esrat Shabnam Ishan

Addresses: Jahangirnagar University, Savar, Dhaka-1342, Bangladesh ' Jahangirnagar University, Savar, Dhaka-1342, Bangladesh ' Jahangirnagar University, Savar, Dhaka-1342, Bangladesh ' Jahangirnagar University, Savar, Dhaka-1342, Bangladesh ' Jahangirnagar University, Savar, Dhaka-1342, Bangladesh ' Jahangirnagar University, Savar, Dhaka-1342, Bangladesh

Abstract: The purpose of this study is to find out the major challenges behind creating a global apparel brand for Bangladesh RMG industry and ways to overcome it. This exploratory study focused on qualitative method for collecting primary data. The study conducted semi-structured interview among total six selected participants from the RMG sector [one owner of a garments, two managerial level (managers) personnel and two employees of the garments]. After consecutive analysis, five major challenges have been identified for the RMG industry of Bangladesh to create a global apparel brand. The study also includes discussion on ways to overcome those challenges. The study is helpful for the managers and decision makers in RMG sector of Bangladesh to get an overall idea to consider for creating a global apparel brand for Bangladesh. The study will also help the researchers as secondary data for conducting further descriptive research.

Keywords: readymade garment; RMG; export; apparel challenge; brand challenge; global brand.

DOI: 10.1504/IJEXPORTM.2024.142580

International Journal of Export Marketing, 2024 Vol.6 No.3, pp.337 - 357

Received: 23 Feb 2023
Accepted: 01 Jun 2023
Published online: 09 Nov 2024 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article