Boutiques make a mark in Chittagong
Boutiques have made it big in Chittagong. Customers are drawn to boutiques for a wide variety of designs on offer and the ability to bring in new collections for all age groups.
And on special occasions like Eid-ul-Fitr, the speed at which the boutiques operate is phenomenal. During Eid, customers look for uncommon designs and the latest in style and colour -- both presentable and fashionable. And the boutiques are the ones who best meet their demands and tastes. Even though boutiques in Chittagong do not have a long history, the business has picked pace because of its ability to meet varied tastes. It has occupied a good space as it chooses customers as well.
The markets have seen local brands do well this shopping season. In the last five to six years, this segment has built a prestigious image in the minds of customers as well as in business. Though Indian clothes have a good grasp of the market in Chittagong, boutiques are strong competitors.
The boutiques embellish their collection with a variety of designs to make the items more attractive. They carry a range of panjabis, fatuas, sherwanis, and t-shirts for men; saris, salwar kameez, and tops for women; dresses for children. Like every year, blocks and embroidery are common, but some houses have used geometric patterns in their clothes.
As a boutique offer dresses that differ from traditional outfits, it has good appeal among customers. It maintains the Deshi look in its work but most pieces are unique. Designers as well as traders always try to bring exceptions to attract more buyers. This kind of attempts gives rise to competition among the boutiques that are thriving nowadays.
Some of the leading boutiques in Chittagong include Shoilpik, Miya Bibi, Pinon, Salsabil, Doll's House, Rowshan's and Bangali Babu. These stores draw huge crowds in the buzzing Eid market.
These boutiques in Chittagong have been playing a vital role in building a place for local brands, shifting focus from foreign styles. Boutiques have also been successful in making customers feel that the local brands are doing better than imported clothes in terms of quality.
Mohachana Koraishi Mita, owner of Pinon, said she has been doing business here for 25 years. A group of entrepreneurs have fought against Indian counterparts to establish the local names, she added.
“It's a time for open markets; it is tough to control the market. To survive and flourish in an open market, it is necessary to maintain diversity in work always,” she said.
“Customers also have a duty to fulfill in this regard. They have to increase their interest in local brands, basically for clothes. They think the quality of local brands is not as good as the Indian and Chinese ones, which is totally a wrong idea,” she added.
A customer has the freedom to choose, she said. However, the traders have to prioritise clothes made here, she added.
Moazzam Hossain Miron, a designer of Salsabil, said this sector is flourishing fast. “Designers as well as traders have become smarter than before. They are able to meet customers demand.”
“Customers start thronging the boutiques from early Ramadan itself,” he said.
Rakibul Hasan, a customer looking for short-length panjabis at Bipani Bitan in Chittagong, said he is pleased with the designs on offer. “Even two-three years ago, he was a regular customer of Indian clothes. But now he has become accustomed to local brands.”
But he complains of high prices this year.
On the high prices of clothes this year, Miron of Salsabil said the prices of raw materials, including local fabrics, have increased from last year. The prices of loomed clothes and Rajsahai silk have also gone up, which pushed the prices of some items up.
However, most owners and designers said their present conditions are better than in the past. “Customers now have faith on local brands.”
Owners said there are some traders and designers whose works are seasonal in nature. They do business only during Ramadan.
These traders and designers are unable to produce dress of high quality and give a bad impression to the customers. Regular designers or traders always maintain information on trend and customers' choice but the seasonal traders do not do so.
To improve this sector, most designers and traders called for efforts to introduce training programmes. Customers' tastes change with time, and that is why there is a need for introducing contemporary styles that will meet market demand.
Realising the prospects of the sector, several banks have introduced loan instruments. The funds can be used to strengthen the sector.
Owners said this is not a one day or one month business for them. It is a long term concern. So it is necessary to make the sector flourish.
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