Analysis of consumer preferences on local fashion house in Bangladesh

Abstract

Fashion house is typically a consumer goods market. It is characterized by very short product             life, fickle consumer preferences, numerous competitors, relatively easy entry and exit, and a myriad of manufacturing, marketing and retail alternatives (Richardson, 1996). Over here, we will mainly make references to Bangladesh where the fashion capitals -Dhaka, Chittagong, Sylhet, Khulna and Rajshahi- reside. One of the reasons for their leading role in the apparel sector is that they are able to acquire information on future trends in color, theme and styles in advance, preparing their own collections by combining and interpreting such information with market data This study is conducted in the top five fashion house in Bangladesh and their popularity to the consumers for different garments item like Shirt, T-shirt, Panjabi, Fotua , Sharee, and kameez