I’ve always believed that international brands hold a certain charm in Bangladesh. They’re
seen as aspirational, elite and a symbol of high quality. I’ve noticed that people here naturally gravitate toward global brands, whether it’s in fashion, cosmetics or electronics. This gives them an edge in attracting urban, trend-sensitive consumers.
Even though there are local brands of apparel and footwear, there have been a big segment of consumers who prefer to fill their closet with global names. There is often a higher level of trust associated with international brands for their consistency and reliability.
Athleisure: The new fashion statement
One trend I’ve personally been excited about is athleisure. It’s everywhere now! I see people wearing sporty outfits not just at the gym but also at brunch, at work and even at social gatherings. It’s the perfect mix of comfort and style.
As the fitness and wellness culture grows in urban areas, particularly in cities like Dhaka, Chittagong and Sylhet, consumers are prioritising comfort and performance in their clothing. Gym memberships, yoga classes and outdoor sports are becoming more mainstream, driving demand for activewear that can seamlessly transition from workouts to casual outings.
Young professionals, students and social influencers are increasingly adopting athleisure as their everyday wear, whether to be used for casual purpose, fitness activities or even at work.
Big athleisure names like Nike, Adidas and Puma are already making inroads into the Bangladeshi market and local brands are also rising to meet the demand with affordable alternatives. The popularity of local sports events and sponsorships has also contributed to the visibility of these brands. In Bangladesh, where work-life balance and personal fitness are increasingly prioritised, this trend is expected to continue growing.
Consumer consciousness shaping the future
Another factor that I’m personally becoming more conscious of is sustainability. And I know I’m not alone. I see more people questioning where their clothes come from, how they’re made and what impact they have on the environment.
No wonder, there’s a growing interest in sustainable fashion, where consumers prioritise eco-friendly materials (like organic cotton or recycled polyester), ethical production processes and brands with strong corporate social responsibility (CSR) initiatives.
Global brands are already considering incorporating sustainable materials into their product lines. For example, DBL Lifestyles, which operates global brand stores of Puma, Nike and Adidas, is now offering products made from recycled plastic bottles collected from ocean waste.
Transparency regarding sourcing, manufacturing processes and the environmental impact of products will be a key factor in building trust and loyalty with consumers. Brands that can articulate their commitment to sustainability and demonstrate positive change will stand out.
Digital-first shopping habits
We’re in the middle of a mobile-first revolution, where smartphones are the primary device for accessing the internet. With over 85 per cent mobile phone penetration, consumers in urban and even rural areas are increasingly shopping online through apps and mobileoptimised websites.
E-commerce platforms like Daraz, Ajkerdeal, Chaldal and Foodpanda have become central to the shopping experience in Bangladesh. These platforms offer everything from clothing to groceries and consumers are looking for convenience, variety and fast delivery times. The rise of mobile wallets like bKash and Rocket has made digital transactions smoother and more widespread. Consumers are more comfortable with cashless payments, making online and mobile-first shopping even more convenient.
With a high number of active social media users, Bangladesh has seen the rise of ‘social commerce’. Brands are leveraging Facebook, Instagram and even TikTok for direct-to-consumer sales, where consumers can view and purchase products directly through social media platforms.
For example, we are working on Omnichannel Shopping Experiences. We recently partnered with HSBC to have an OMNI Collect payment option to ensure a cashless transaction process smoother for consumers. Brands must create seamless experiences across online and offline channels. Consumers in Bangladesh are looking for a combination of digital convenience with the option for in-person experiences (click-and-collect, in-store pick-up, etc.).
Brands should ensure their websites and apps are mobile-optimised. Mobile-first shopping is a major trend in Bangladesh, and offering a smooth, user-friendly mobile shopping experience will be essential. With social commerce becoming more prominent, integrating purchasing options directly into social platforms (e.g., ‘Instagram Shopping’) is essential for brands targeting younger consumers. Social media promotions, influencers and user-generated content are becoming key drivers for online sales.
| With a high number of active social media users, Bangladesh has seen the rise of ‘social commerce’. Brands are leveraging Facebook, Instagram and even TikTok for direct-to-consumer sales, where consumers can view and purchase products directly through social media platforms. |
Pricing and positioning strategies
I believe that international brands need to be smart about pricing. While there are affluent consumers in cities like Dhaka and Chattogram who are willing to pay a premium for global brands, in cities with a more budget-conscious audience, they should introduce slightly more affordable versions—maybe with simpler packaging or fewer premium features. Having said that, it’s equally vital for premium brands to justify their higher prices through exceptional quality, customer service or added value. For premium segments, price skimming can also work well, especially for new product launches. The initial high price attracts affluent consumers who desire exclusivity. Adjusting the marketing communication, including messaging and visuals, can help connect with the local audience. This involves understanding local values and symbols and incorporating them into the branding. One thing I really liked was Puma’s approach in Chattogram. Their store features local artwork and dialects on the walls, making it feel personal and connected to the city’s culture.
Promotional campaigns such as seasonal discounts, bundling or offering payment instalments can be used to appeal to price-sensitive consumers while maintaining the premium image of the brand. For instance, we have partnered with SCB and offer a 20 per cent discount to its cardholders. Also, round the year, we run seasonal campaigns like Buy 2 Get 2 or Flat discounts during End of Season Sale (EOSS) following the global campaign strategies.
Premium products should be placed in high-end retail outlets and malls in major cities, where the target consumers can experience the brand in a controlled environment. This helps maintain the brand image.
With increasing digital penetration in Bangladesh, global brands can also look at e-commerce as an effective distribution channel. DBL Lifestyles operated global brands like Puma, Adidas and Levi’s are already available on Daraz where we try to provide good deals during different seasonal campaigns.
Retail stores or e-commerce?
In Bangladesh, it is imperative for the global brands to set up stores at the high street locations. Considering this, we have successfully established flagship stores of global brands like Adidas, Nike, Puma, Levi’s etc. Physical retail stores allow brands to deliver an experience that builds customer loyalty. Exclusive launches, interactive displays and instore promotions are ways to make the physical retail presence compelling. Still e-commerce in Bangladesh will take some time for the global brands to take off. Consumers from different parts of the country where global brands have not yet opened their stores, can experience the brands through e-commerce. However, many people still hesitate to buy online due to concerns about authenticity. In fact, Nike hasn’t even authorised e-commerce sales in Bangladesh, yet you’ll still find knockoff versions all over the internet.
I believe the best approach is a mix of both. Flagship stores in urban areas combined with a strong e-commerce presence for both urban and rural consumers can offer the best of both worlds.
