Success Factors of Local Retail Apparel Clothing Brands in a Southeast Asian Market

Abstract

Purpose—The purpose of the study is to explore and identify the factors that shape the success of local retail apparel clothing brands in a Southeast Asian market, Bangladesh. The study further offers relevant propositions on the basis of the results.
 
 Design/methodology/approach—Focus group methodology was used for data collection from the local retail clothing consumers of Dhaka and Chittagong divisions in Bangladesh. Framework analysis was applied for coding, categorizing, identifying the themes from the audiotapes and transcripts. The focus group transcripts were coded for common themes, issues, or ideas as expressed by the participants. Similar responses were identified from a prepared data matrix on the basis of the most frequent mentioned and less frequently mentioned responses. The research results were presented in a narrative to retain the authenticity of the local dialect and provide insight into the consumer behavior.
 
 Findings—Three critical factors were identified responsible for the success of local retail apparel clothing businesses in Bangladesh. The results revealed that the retail companies were heavily benefited by the adoption of intrinsic/extrinsic factors (product quality, price, and building retailers’ reputation and brand name) and culture specific marketing efforts (after sales service, easiness of online transaction, convenient location, store atmosphere, availability of outlet, promoting cultural events, and local celebrity endorsement). The companies were further found advantageous of the socio-economic factors of the country (increase of purchasing power, rapid expansion of tertiary academic institutions, family influence, and change of behavioral pattern). 
 
 Originality/value—The study enriches the consumer behavior literature related to local retail apparel branded companies and leaves implications to both the mangers and academics.

The influence of social capital on local retail patronage in an urban setting

“…Shoppers perceive the products from local farmers to be of higher quality due to their fresher looking and taste, as well as being more environmentally friendly (Wolf et al, 2005). Consumers who value the high quality of products sold at local retailers are willing to pay a price premium for local produce (Brown, 2003) and local apparel clothing (Zebal & Zebal, 2020). According to Marjanen (2000), in‐shoppers report that better value and a wider selection of appropriate products are key elements that help them decide which store to go to.…”

“…The in‐shopping literature underscores the importance of product quality‐related considerations to purchasing behaviour. For example, Zebal and Zebal (2020) consider product quality one of the success factors of local retail stores. Shoppers perceive the products from local farmers to be of higher quality due to their fresher looking and taste, as well as being more environmentally friendly (Wolf et al, 2005).…”