Emergence of International and Local Clothing Brands in Bangladesh and Its Impact on Consumers


  • Abdul Baten University of Liberal Arts Bangladesh (ULAB)
  • Ahmed Ishtiaque University of Liberal Arts Bangladesh (ULAB)
  • Adib Sarwar University of Liberal Arts Bangladesh (ULAB)




Creative Concepts, Consumer Behavior, Global Brands, Perceptions, Socio-economy Class, Globalization Trend, Advance Communication


There are Boutique outlets popping up in almost all major traffic areas throughout the city. Studies found that customers often perceive foreign brands differently than local brands. Consumers in developed countries specifically have a preference in locally made products than foreign made products. On the other hand, in developing countries like  Bangladesh, India, Pakistan etc. products from foreign countries are preferable than domestic products. The perception is that foreign clothing brands will impress others and increase the social status as they represent modern fashion and a sense of socio-economic class. In developing countries consumers have different expectations from different to global brands.


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Author Biographies

Abdul Baten, University of Liberal Arts Bangladesh (ULAB)

Assistant Professor, School of Business, University of Liberal Arts Bangladesh (ULAB), Dhaka, BANGLADESH

Ahmed Ishtiaque, University of Liberal Arts Bangladesh (ULAB)

Assistant Professor, School of Business and ResearchAssociate of Center for Enterprise Society, University of Liberal Arts Bangladesh (ULAB), Dhaka, BANGLADESH

Adib Sarwar, University of Liberal Arts Bangladesh (ULAB)

Research Associate, Center for Enterprise Society (CES), University of Liberal Arts Bangladesh (ULAB), Dhaka, BANGLADESH


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How to Cite

Baten, A., Ishtiaque, A., & Sarwar, A. (2018). Emergence of International and Local Clothing Brands in Bangladesh and Its Impact on Consumers. Asian Business Review, 8(1), Art. #4, pp. 25–34. https://doi.org/10.18034/abr.v8i1.44