1. The document analyzes current and future trends in fashion marketing in Bangladesh based on surveys of customers and retailers. 2. The current trend analysis found that both men and women are increasingly concerned with fashion and brand names. Men prefer casual clothing like jeans and shirts in black, blue, and white. Women prefer colors like pink, purple and designs dresses made of cotton. 3. Future trends point to retailers focusing more on both western and local cultural styles to meet changing customer demands. Quality, price, comfort and brand are very important factors for most shoppers.

1. CURRENT AND FUTURE TREND
ANALYSIS OF FASHION MARKETING
Name ID
MD.Ariful Haque 1321110
Shihab Shahriar Muhib 1330300
Abdullah Al Sayem 1321105
Hamidur Rahaman 1321107
Vaskor Saha joy 1321903
Hasmoynul Nishad 1320620
Submitted to
Ms. Zakia Binte Jamal
Lecturer, School of
Business
Independent University,
Bangladesh

2. ABSTRACT
World is now dominate by fashion. People of all over the world become the fashion freak day by day. So
for that fashion brand become global and it is the most expanding and growing business all over the world.
Bangladesh is one of the biggest industries of making the fashion product. Unlike the world Bangladesh
and its people become fashionable every day.
Once we saw in Bangladesh that fashion is just for women. But now fashion is not only the women thing
it become a men’s daily part of the life. Fashion has no age in our country .like the global trend fashion is
the trend of Bengali’s life.
From the current and future trend survey on customer and retailers we find information of changing the
thought about Bangladesh fashion.
Current trend analysis on customer showed us to how much people now concern about their fashion. Most
of the people are looking for quality full cloths and strong brand indentify which makes them feel good.
Consumer behavior are changing towards the fashion is very quickly now days
Future trend analysis on retailers showed us how the change with the changing customer buying behavior.
They are focusing on especially in our culture and western culture which make them convenient for the
customer

3. TABLE OF CONTENT
No Topic Page No
1 Introduction 01
2. Our Research 01
3. Current Trend Analysis for Men 02-07
4 Current Trend Analysis for women 08-13
5 Future Trends of Fashion Marketing in
Bangladesh
14-16
6. Findings 17
7. Reference 18

4. Introduction
Fashion is a popular style or practice especially in clothing, footwear, accessories, makeup, and body.
Fashion is a distinctive and often habitual trend in the style in which a person dresses. It is the prevailing
styles in behavior and the newest creations of textile designers. Because the more technical term costume
is regularly linked to the term fashion the use of the former has been relegated to special senses like fancy
dress or masquerade wear while fashion generally means clothing, including the study of it. Although
aspects of fashion can be feminine or masculine some trends are androgynous.
Fashion helps you to express yourself to reveal your personality in a pleasant and unique way. Your
clothes can show to people who you are without much effort. Fashion is an expression of inner self.
Clothing is like canvas for designers each one made to be a masterpiece. Fashion means evolution and is
constantly progressing.
Our Research
Market research is important for every business. It can be undertaken at numerous stages from prelaunch
onwards. It is worth bearing in mind that consumer’s motivation and behavior change over time. We are
use qualitative data collection method for our research.
Data collection approaches for qualitative research usually involves:
1. Direct interaction with individuals on a one to one basis
2. direct interaction with individuals in a group setting
We conducted interview on 42 people and in those people 21 was male and 21 female. And we also
interview 5 well-known brand retail managers. We go there retail shop and ask them about their choice
and there brand and personal thought about fashion. For our research we also face some problem first they
do not want to share their information but when we explain them this is only just for our study purpose
than they agree to give us the information. We talk about our current fashion and future fashion trend. Are
they organize any kind of fashion show or not. We really love to do this kind of work this is so much good
experience for our group.

5. 1. Current Trend Analysis for Men
Fashion is now not only for women. That is true that once fashion was just for men. After few years world
was more concern about women’s fashion. But now world changed. World is very concern about both
gender’s fashions. Men are also very conscious about fashion even if in Bangladesh. Form our survey we
found how much fashion freak people lives in Bangladesh. Fashion is now not for a specified in age. It’s
for all people.
1.1 Shopping Preference Remarks: we totally surveyed 42 peoples both men and women. 22 men
were actually responded in our questionnaires. So when we asked them which thing they prefer for
shopping. 77 % of the men said they like to purchase things from brand outlet, 14 % local market ,
4% and 5 % are went in designer shop and side walk.
Figure: 1.1
1.2 Brand Preference Remark: This survey showed us most of the people are now preferring brand
from the local market and others shop. So from the survey we find out most of the men (18%) are
liking Ecstasy and Cat’s eye because of their quality and style. But there are some people those are
mostly like Yellow and Westec because of quality and most importantly their classy looks and
brand name.9% men’s are preferring Freeland and others brand.5% are preferring plus point
Dorjibari and Artisti. Only 4% are preferring Deshi Dosh for their shopping
77%
4%
14%
5%
Prefernce for Shopping
Brand Retail outlet
designer boutiques
Local market
side walk

6. Figure: 1.2
Figure: 1.3
Eastasy
18%
yellow
14%
westec
14%
freeland
9%
deshi dosh
4%
cat's eye
18%
artisti
4%
Dorji bari
5%
plus point
5%
others
9%
Brand Preference
18%
27%
55%
Purchased Plan
unplanned
spur
Both
14%
41%
45%
Period of most shopping
summer
winter
festival
serveral times
55%
5%
15%
25%
Shopping with
Friends
Parents
spouse
Alone

7. 1.3 Customer Buying Behavior Remark: We find 55 % unplanned and spurs buyer. Sometime they
planned but sometimes they unplanned. So from this 55 % buyer’s decision take by their friend.
They actually help them to choose and control their choice decision.45 % of male buyers they
don’t have any fix time for large shopping. In this survey we also find out 27 % buyers are planned
because of our income level our people. So they go for planned. 41 % of the male buyers choose
for shopping in festival. Yeah in this percentage some of the unplanned buyers are included. There
are 27 % people are spur buyers and 14 % are like to shopping most in the winter. Because they
believe according to our country’s weather winter is the best time for fashion.
The interesting thing is 25 % male are like to go in shopping alone. That was surprising but its s
true. They believe that can help them to choose their own things.15 % are goes with shopping with
spouse and 5 % with their parents.
Figure 1.4
1.4 Color and cloth selection Remarks: Most of them are like black which rate was 30 %. 26 % are
blue and 22% are white. This is their shirt t-shirt’s favorite color.9 % and 13 % buyers are actually
like the green and yellow accordingly.
Every men like jeans. So for that our survey find out 54% people are like jeans and 46 % people
are interested in cotton. But in synthetic, silk, linen rate is zero (0) to the male buyer.
black
30%
Green
9%
Yellow
13%
Blue
26%
Red
0%
White
22%
Preferable Color
cotton
46%
jeans
54%
silk
0%
Synthetic
0%
linen
0%
Preferable cloths

8. Figure 1.5
1.5 Accessories and Spending: this is surprisingly true that 50 % of our male people spend more than
20000 taka in fashion which is indicating that our fashion industry and men are very concerning.29
% people spend 10000-20000 taka which is not bad. It will increase day by day. Only 21 % people
are spending less than 10000 in a year.
Male are now spending more in fashion they also very concern in fashion accessories.29 % uses
watch and fashionable shoes,19 % sunglasses,9 % belt,4% begs, 2% walet,3 % hat and 5 % uses
then others thing as their fashion accessories. Theses accessories are make s their fashion complete
watch
29%
Bags
4%shoe
29%
Belt
9%
walet
2%
hat
3%
sunglass
19%
others
5%
Fashionable Accessories
21%
29%
50%
Money Spend
money speend
less than 10000
10000-20000
more than 20000

9. Figure: 1.6
Very
Unimporta
nt
14% Unimporta
nt
4%
Neutral
14%
Important
14%
Very
important
54%
Quality
Very
Unimporta
nt
0%
Unimporta
nt
0%
Neutral
34%
Important
33%
Very
important
33%
Price
Unimporta
nt
14% Neutral
4%
Important
21%
Very
important
61%
Comfort
Very
Unimporta
nt
4%
Unimporta
nt
4%
Neutral
28%
Important
20%
Very
important
44%
Style
Very
Unimporta
nt
14%
Unimporta
nt
18%
Neutral
14%
Important
36%
Very
important
18%
Color Unimporta
nt
11%
Neutral
18%
Important
46%
Very
important
25%
Brand

10. Figure: 1.6
1.6 Important features that customer looks in shopping: Every customer very critical in their own
way. They emphasize 7 things when they go for shopping. They are quality, price, comfort, style,
color, brand, fabric etc. this survey showed us 61% male consumer first prefers comfort and 54%
consumer think quality is very important for shopping. 46%, 44%, 36%, 33% consumer thinks that
brand style color, prices is very important to them. But only 27 of the consumer very concern
about fabric.
4% of the customers do not bother about quality style and comfort. They think these are
unimportant to them. The very interesting is 33 % people think that price is very unimportant to
them .14 % of the people think that color and style no very important to them.11 % and 23 %
people think that brand and fabric is sketchy them.
Very
Unimportan
t
23%
Unimportan
t
10%
Neutral
13%
Important
27%
Very
important
27%
Fabric

11. 2. Current Trend Analysis for women
2.1 Shopping Preference Remarks: we totally surveyed 42 peoples both men and women. 20 women were
actually responded in our questionnaires. 40 % of the women said they like to purchase things from brand
outlet, 25 % local market, and 35% are went in designer shop.
FIGUR- 2.1
2.2 Brand Preference Remark: Day by day brand product are more important for every women. So the
survey showed us 55% women are preferred Aarong for shopping .Because this product are more flexible
then other product. Otherwise, 5% women are interested in eastasy, 20% are yellow, 10% are deshi dosh,
5% are cat’s eye, and 5% are prefer for their shopping.
FIGURE:2.2
Brand Retail
outlet
40%
designer
boutiques
35%
Local market
25%
side walk
0%
Shopping Preference
5%
20%
10%
5%
5%
55%
Brand preference
Eastasy
yellow
westec
freeland
deshi dosh
cat's eye

12. 2.3 Customer Buying Behavior Remark: We find 55% unplanned and spurs buyer. Because maximum
female buyer take decision from their friends and family. Other side 30% female buyers do shopping
instantly they don’t care any plan and 15% are spurs buyers are planned because of our income level our
people.
65% of female buyer does shopping at any time. Because maximum women think its need any time so we
buy this. 30% of female buyer chooses for shopping in festival time. And lastly 5% are buy in winter
time. They have already bought winter dress in several times.
In this survey we find 35% of female buyer chooses shopping with their husband, because maximum
female married after 24 years. Other sides 35% of female buyer choose shopping with their parents, those
buyers are normally child or school or college student. And 24% of buyer do shopping alone, those are
likely to live and spending their time in alone. And lastly 6% of buyer are shopping with their friends,
and normally those are maximum varsity student and job worker.
FIGURE: 2.3
unplanned
30%
spur
15%
Both
55%
Purchasesd plan winter
5%
festival
30%
serveral
times
65%
Period of most Shopping
Friends
6%
Parents
35%spouse
35%
Alone
24%
Shopping With

13. 2.4 Color, Style and cloth selection Remarks: Normally people don’t like same color, some are like black
and some are like red or pink, Thought this survey is for women so in this survey we find 29% of female
buyer like purple and also 29% buyer like pink. These colors are normally favorite for women. And other
side 42% of buyers are like red, black and pearl.
In this survey we also find 60% of female buyer are use to designing dress and 20%+20% total 40% buyer
are interested in formal and casual.
Women are normally interest with cotton. So 75% of buyers are familiar with cotton. And 20% of buyer
are interest in sil and 5% are interest in jeans.
FIGUR- 2.4
pearl
14%
red
14%
pink
29%
purple
29%
Black
14%
Preferable colour
Casual
20%
Formal
20%
Designer
60%
Favorbale style
cotton
75%
jeans
5%
silk
20%
Preferable Cloth

14. 2.5 Accessories and Spending: This is normally true that price of women dresses are always high. So we
have found that 65% of buyers are spending 20000 tk more. 30 % women spend 10000-20000 taka and
it’s normally ok. And 5% are buyers are spending less than 10000 tk in a year.
Women always concern about then fashion accessories. Such as in this survey we understood found that as
fashionable accessories 31% of buyer are used bags, 23% are used necklace, 18% are used shoe, 10% are
used sunglass, 8% are used watch, 2% wallet and others are 10%.
FIGUR- 2.5
watch
8%
Bags
31%
shoe
18%
walet
2%
nacklace
23%
sunglass
10%
others
8%
Fashion Accessories
less than
10000
5%
10000-20000
30%
more than 20000
65%
Money Spend

15. Very
Unimporta
nt
0%
Unimporta
nt
10%
Neutral
10%
Important
30%
Very
important
50%
Quality
Very
Unimporta
nt
25%
Unimporta
nt
15%
Neutral
15%
Important
35%
Very
important
10%
Price
Very
Unimporta
nt
5%Unimporta
nt
10%Neutral
5%
Important
30%
Very
important
50%
Comfort
Very
Unimport
ant
5%
Neutral
20%
Important
20%
Very
important
55%
Style
Unimporta
nt
10%
Neutral
25%
Important
15%
Very
important
50%
Color
Very
Unimporta
nt
5%
Unimporta
nt
15%
Neutral
10%
Important
40%
Very
important
30%
Brand

16. Figure: 2.6
2.6 Important features that customer looks in shopping: Shopping is an activity in which a customer
browses the available goods or services presented by one or more retailers. Every customer’s focus of
some certain random things but they don’t give same or equal attention on each factor. Most of them
emphasize some common things they are quality, price, comfort, style, color, brand, fabric etc. On our
survey showed us 50% female consumer first prefers comfort and 50% consumer think quality is very
important for shopping. 30%, 55%, 50%, 35% consumer thinks that brand style color, prices is very
important to them. But only35% of the consumer very concern about fabric. There are only 10% don’t
bother about quality, 5% does not bother about brand and style and comfort. For customer price is very
important issue but found 25% of people don’t bother about price. We also found 15% and 20% of the
people think that color and style very important to them. 0% and 20 % female think that color and fabric
is imperfect for them.
Very
Unimportan
t
20% Unimportan
t
10%
Neutral
5%
Important
35%
Very
important
30%
Febric

17. 3. Future Trends of Fashion Marketing in
Bangladesh
The fashion industry customers always want to know what the next big thing is. In this globalization era
new ideas are changing customers fashion senses. Now a day’s customers are more aware on fashion
trends. Fashion & trend are the prediction of mood, behavior and buying habits of the consumer at
particular time of season. Fashion trends no longer a question of finding markets or consumers by age,
geography or income, but looking into how and what they buy, based on their culture, mood, beliefs,
occasion & geographic locations, fashion trends are also dependent on fashion cycle. It also plays a major
role in starting phase of repeating fashion cycles.
Figure 3.1
3.1 Future Trend Analysis: Our conducted survey on sales mangers we found that about 20% of them are
trendsetters who only formulate future trend on their own ideas. 20% of them just follow few global trend
not all them. Generally they customizes future trend on cultural perspective. Large number of 60% set
their future trend on going global trend. On our survey we found that basically 29 % brands are following
western culture to design their product for customers. Where another 71% are set their design, style based
of our culture.
trendsetter
20%
Follow few
trends
20%
trends
lover
60%
Trend
western
culture
29%
Indian
culture
0%
our
culture
71%
Upcoming Trend

18. Figure 3.2
3.2 Market Research: We found that 80% of the brands are doing market research for designing their
product. Brand designer are always arrange group meeting for sales person. On those meeting they listen
to sales person suggestion based of their experience. Sales person deal with the customers during
purchases and they know well about customers need, want and demand. On other 20% brand doesn’t
conduct any market research because they believe on traditional marketing method.
Figure 3.3
Yes
80%
No
20%
Market Research
Yes
80%
No
20%
Fashion show

19. 3.3 Fashion shows Organize: Now a day’s most of the fashion brands organize fashion show to promote
their products. According to our survey 80% of the Brand organizes fashion show to introduce the product
to their customers. The customers are now fashion conscious about fashion. So arranging fashion show do
key role on brand marketing. Other 20% of the brand doesn’t show any interest to arrange fashion show.
Figure: 3.4
3.4 Customer group & their buying decision: This survey showed us different customer group and their
buying decision. We found that Customers buying decision incessantly depend on quality, price brand and
design. 43% customers taking their purchase decision on quality, 29% of customers take their decision on
price where 14% brand and other 14% participate in product Design. On This Fashion market variant
group of customer make a good role to enrich this market. We found that mostly young generations are
participating on our survey brand. 50 % of customer which age is 20-35 year is shopping from those
brands. Customers group who are kids and minors are also participate on those Brand retail shop their
percentage rate 24%. Many senior citizen which age is 35-45 year also shop from those brand shop. Their
percentage rate is 13% on total market. Successes of fashion market depend on this customer’s group
participation.
12%
12%
50%
13%
13%
Customer Size
Under 12 or 12
years old
13-19
20-35
35-45
older then 45
price
29%
quality
43%
Design
14%
Brand
14%
Buying decision

20. Findings
1. If we see some previous survey and data of our fashion industry we can clearly understand the
change, now people are more fashion concern.
2. In 18s the marketers target only a few people or only a specific number of people but now the
situation has changed now marketer try to capture the maximum number of the people and I think
they are successful because people are now more concern about fashion.
3. For globalization now the resources are available for this they can price it at minimum rate.
4. Social medias are responsible the booming of fashion industry.
5. Marketers now try to capture the middle class people to capture the market share.
References:
 Fashion Marketing-Text book: 3rd
edition : Mike Easey
 Future trend Analysis : Arong, Droji Bari, Artisti, Yellow,