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

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

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

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.

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

Figure: 1.2

Figure: 1.3

Eastasy 18%

yellow14%

westec14%

freeland9%

deshi dosh4%

cat's eye18%

artisti 4%

Dorji bari5%

plus point 5%

others9%

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

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.

black30%

Green9%

Yellow13%

Blue26%

Red0%

White22%

Preferable Color

cotton 46%

jeans 54%

silk0%

Synthetic0%

linen0%

Preferable cloths

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

watch29%

Bags4%shoe

29%Belt9%

walet2%

hat3%

sunglass19%

others5%

Fashionable Accessories

21%

29%

50%

Money Spend

money speend

less than 10000

10000-20000

more than 20000

Figure: 1.6

Very Unimporta

nt14% Unimporta

nt4%

Neutral14%

Important 14%

Very important

54%

Quality Very

Unimportant0%

Unimportant0%

Neutral34%

Important 33%

Very important

33%

Price

Unimportant

14% Neutral4%

Important 21%

Very important

61%

Comfort Very

Unimportant4%

Unimportant4%

Neutral28%

Important 20%

Very important

44%

Style

Very Unimporta

nt14%

Unimportant

18%

Neutral14%

Important 36%

Very important

18%

Color Unimporta

nt11%

Neutral18%

Important 46%

Very important

25%

Brand

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

t23%

Unimportant

10%

Neutral13%

Important 27%

Very important

27%

Fabric

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 outlet40%

designer boutiques

35%

Local market25%

side walk0%

Shopping Preference

5%

20%

10%

5%5%

55%

Brand preference

Eastasy

yellow

westec

freeland

deshi dosh

cat's eye

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

unplanned30%

spur15%

Both 55%

Purchasesd plan winter

5%

festival30%

serveral times65%

Period of most Shopping

Friends6%

Parents35%spouse

35%

Alone 24%

Shopping With

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

pearl14%

red14%

pink29%

purple29%

Black14%

Preferable colour

Casual20%

Formal20%

Designer 60%

Favorbale style

cotton 75%

jeans 5%

silk20%

Preferable Cloth

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

watch8%

Bags31%

shoe18%

walet2%

nacklace23%

sunglass10%

others8%

Fashion Accessories

less than 10000

5%

10000-2000030%

more than 2000065%

Money Spend

Very Unimporta

nt0%

Unimportant

10%

Neutral10%

Important 30%

Very important

50%

QualityVery

Unimportant

25%

Unimportant

15%

Neutral15%

Important 35%

Very important

10%

Price

Very Unimporta

nt5%Unimporta

nt10%Neutral

5%

Important 30%

Very important

50%

ComfortVery

Unimportant5%

Neutral20%

Important 20%

Very important

55%

Style

Unimportant

10%

Neutral25%

Important 15%

Very important

50%

ColorVery

Unimportant5%

Unimportant

15%

Neutral10%

Important 40%

Very important

30%

Brand

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

t20% Unimportan

t10%

Neutral5%

Important 35%

Very important

30%

Febric

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.

trendsetter20%

Follow few trends20%

trends lover60%

Trendwestern culture

29%

Indian culture

0%

our culture

71%

Upcoming Trend

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

Yes80%

No20%

Market Research

Yes80%

No20%

Fashion show

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 12years old

13-19

20-35

35-45

older then 45

price29%

quality43%

Design14%

Brand14%

Buying decision

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,