Apparel Online Bangladesh Magazine January Issue 2019 | Seite 24

POLICIES & PERSPECTIVES - 2018
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>> Branding Bangladesh – Target next for the Industry November 2018
When it comes to Bangladesh, the vibrant readymade garment sector of the country – the second biggest apparel exporter globally and
the biggest foreign currency earner that not only provides employment to lakhs of people but is also the principal driver of the country’s
economy – seems to be somewhat lacking in creating a distinctive identity for itself. So, what’s the industry’s take on this very important
issue of branding Bangladesh for business growth?
“Our industry now boasts of
the second highest number of
green factories globally besides
the numerous state-of-the-
art and compliant units. In
the last five years or so, a lot
has changed. After the tragic
Rana Plaza incident, retailers
were not keen to source from
Bangladesh but the country did
a miraculous turnaround to
emerge as one of the favourite
sourcing destinations for all the
prominent global brands and
retailers. Today we have the best
of the factories, strongest possible
backward linkages and abundant
availability of manpower.
Despite these advantages, we
have not been able to hold before
the global community the right
image of the sector. In spite of
all these improvements that we
have achieved through hard work
and investment, we are still
forced to play the card of low-cost
manufacturing destination to
bag orders...,” rued Atiqul Islam,
Former President, BGMEA and
MD, Islam Garments.
“At individual level, some companies have successfully built their brand
images and are also reaping its benefits but the country as a whole is
still lacking in building a strong image and projecting itself in the right
perspective. We have been partially successful in changing the mindset of
people that Bangladesh is no longer an impoverished and disaster-prone
nation. Having done that, I think the time has come to take the next step
and build a positive image of the country as a manufacturing powerhouse
which can do any product no matter how complicated…,” suggested
Mahmud Hasan Khan (Babu), Managing Director, Rising Group and
Vice President, BGMEA.
“We have upgraded our manufacturing units both in terms of remediation,
technology and manufacturing practices as per the buyers’ requirements but
when it comes to pricing, it is still the same old story; we aren’t getting the
just prices…,” complained Inamul Haq Khan (Bablu), Managing Director,
Ananta Companies & Director, BGMEA.
24 Apparel Online Bangladesh | January 2019 | www.apparelresources.com