\

Fashion is not something that exists in dresses only. Fashion is in

the sky, in the street, fashion has to do with ideas, the way we

live, what is happening” - Coco Chanel. (Fashion Icon)

“Fashion is about something that comes from WITHIN you” – Ralph Lauren. (Fashion Icon).

MBA 509

HUMAN RESOURCE MANAGEMENT

Fashion Retailing Industry in Bangladesh

Submitted to:

DR. M. NAZMUL AMIN MOJUMDAR

ALA Scholar.

Submitted on: March 31st 2015.

Submitted By:

Farabi Ahmed

ID: 121-121-8

i

Fashion Retail Industry in Bangladesh.

Produced by: Farabi Ahmed ID: 121-121-8

Submitted to:

DR. M. NAZMUL AMIN MOJUMDAR

ALA Scholar Professor, School of Business Independent University, Bangladesh Spring 2015.

Dated: 31st March, 2015

Letter of Transmittal

The report is regarding the Fashion retailing industry of Bangladesh and is required for

Human Resource Management, the final report for completion of Masters in Business

Administration course MBA 509. This work is guided by our honorary faculty DR. M.

NAZMUL AMIN MOJUMDAR. The focus points include job analysis, roles played by human

resource manager, fashion retail industry in Bangladesh and its effect in the Bangladesh

economy. The report highlights the key areas of human resources and fellow readers should

be able to understand the facilities whichever is captured in the report. Finally, I would like

to thank our faculty for giving the opportunity to write and submit the report.

Farabi Ahmed

ii

Executive Summary

This report is about the fashion retailing industry in Bangladesh. This report contains critical

analysis about the roles played by human resource management in fashion retail industry of

Bangladesh, from selection process to job analysis. Bangladesh, is an upcoming in industry in

the fashion world, which was massively brought into effect by Bibi Russell, a pioneer for the

fashion industry of the country. Although, Bangladesh has strong position at garments and textile

sector but due to its lack of knowledge and hiring procedures, job security, compensation and

benefits, it remains a silent player in fashion industry. The report critically discusses about

different steps needed to be taken for improving performances in this industry. It also discusses

the necessary government, which are expected to boost this fashion retail industry in Bangladesh.

Table of Contents

Serial

Number

Name of the Topic Page

Number

1 Introduction 1

2 History of Fashion 1

3 Fashion in Bangladesh 1

4 Underlying problems of Fashion industry 2

5 Assumptions & Limitations 2

6 Response & Arguments 2

7 Topics of Discussion 2

8 Body of the Report 3

9 Harvard HRM framework for fashion industry 3

10 Wheel of HRM for Fashion Retail Industry in Bangladesh 3

11 Apparel Market around the World 4

12 Contribution of Textiles in Bangladesh 5

13 Arguments & Facts 5

14 Fashion schools & HR personnel training 6

15 Competitors’ performances in fashion industry at other countries 7

16 Literacy issue at fashion industry 8

17 Job Analysis for fashion retail industry in Bangladesh 8

18 Recruitment process in fashion retail industry 9

19 The selection process 10

20 Job design & Roles of Human Resource Manager 10

21 Recommendations 11

22 Conclusions 11

23 References 12

1

Introduction:

“Fashion is architecture: it is a matter of proportions‖. (Chanel, C.).Fashion is a complex art, a

different language, which helps to indiscriminate people, besides of culture, religion or any of those factors. It is a

voice on its own. It is not only about clothing and/or footwear, but it is the way, by which someone presents

themselves. It often refers to a distinctive and often habitual trend in the style with which a person

dresses, as well as to prevailing styles in behavior. Fashion also refers to the newest creations of

textile designers. Currently, the world recognizes four major fashion capitals - Paris, Milan, New

York City, and London, which are recognized as the headquarters of the greatest fashion

companies and are renowned for their major influence on global fashion.

The fashion industry is an exciting, fast paced and demanding work environment which attracts

thousands of prospective employees each year to a spectrum of roles. Finding a job in

fashion does not exclusively mean working for a designer - and industry opportunities include

exciting positions in publishing, marketing, buying, journalism and retail. Fashion is a general

term for a popular style or practice, especially in clothing, footwear, accessories, makeup, body

piercing, or furniture. Fashion refers to a distinctive and often habitual trend in the style with

which a person dresses, as well as to prevailing styles in behavior. Fashion also refers to the

newest creations of textile designers (Ahmed, J.). ―Fashion is not something that exists in

dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live,

what is happening” (Chanel, C.).

History of fashion:

“At the beginning of the career is important for a designer to present his most representative

pieces” (Dolce, D.). Fashion refers to the development of the fashion industry which designs

clothing and accessories. The modern industry, fashion houses run by individual designers,

started during 19th century with Charles Frederick Worth, the first designer to have label sewn

into the garments. He is usually known as the first designer, with a large business employing

many tailors and seamstresses, his success lies in his dictation of fashion. He was Empress

Eugénie's primary designer where Worth used his royal connections for recognition and clients.

In February 1, 1853 Napolón III ruled about using formal dress in his court, where Worth gained

popularity for his stylish gowns, ornately decorated and constructed with finest materials. His

gowns were famous for their 'Crinolines', cage-like metal structures that held the dress out in a

stylish shape. (Lori, M.).

Fashion in Bangladesh:

Bibi Rusell is often considered as the pioneer of fashion industries in Bangladesh. During late

1990s, she started emerging the fashion industries in Bangladesh, bringing renaissance to fashion

industrial growth in the country. It was her ideas to bring the nation together and promote the

fashions retailing emerge in the country. It was her idea to revolutionize the art of fashion in

Bandladesh. Since she was a fashion icon by herself, she took the fashion retail to next level

working alongside Aarong, nurturing the fashion industry by herself, bringing a new voice in the

country, the art of fashion. She partnered with UNESCO and brought in over thousands of

weavers and artisans and raise the voice of fashion in the country (Rusell, B.).

2

Underlying problems of fashion industry:

Fashion industry is a highly competitive industry in Bangladesh and around the world. Demand

in fashion very often, making it very risky area (s) for business. Although, many companies have

strengthen their business in this industry but they have to constantly focus about changing

designs, looks, focus and keep customizing their product to continue fashion business.

Assumptions & Limitations:

Bangladesh has population of around 1,600 million, and fashion retailing industry is a voice on

its own. It is an art, which is catered by every single person residing in this global village. The

industry is flourishing and creating more competition within the south Asia, looking forward for

global Bangladeshi fashion movement as years to come.

It is difficult to produce human resource report within three months making Time as one of the

key limitations for the report. Fashion renaissance started during mid-90‘s in Bangladesh,

journalists cater very little on this sector, henceforth Lack of articles and journals, is another

key factor of limitations for the report.

Response & Arguments:

Since the tragedy of Rana Plaza and Tazrin Garments, this sector was in jeopardy, public

reaction on this sector was very much negative and as an aftermath the stakeholders had to take

many decisions, which were later on covered by major Medias of the country. As covered in

Daily Star, Mostafizur Rahman quotes "Major stakeholders have taken many steps which I think

will prove effective in medium to long term" (Mobarok F. et al.)

Topics of Discussions:

Discuss the Human Resources Management problems and issues regarding fashion

retailing industry in Bangladesh.

Focuses about types of Human Resource Management approaches needed for ensuring

ongoing strategic competitive advantages.

Critical discussion and arguments faced by fashion industries in the 21st century.

3

Body of Report:

The journey of fashion is a long one. An arduous and a treacherous path has been treaded upon

by our fashion designers to reach this point of glory and success that today marks Bangladesh's

fashion culture. It is not just a matter of beauty now, fashion -- the word on the street is that it is

the thing that sets you apart from the crowd. Although we have taken baby steps at a time, today

the scene boasts something different altogether.

Harvard HRM framework for fashion industry:

The figure above shows the Harvard framework of human resources management in the fashion

industry. Fashion industry is a very interested area for everyone, hence it contains many different

types of stakeholders and interested individuals. So the human resources in this industry has

policy on its own, whereby they select the key areas of person(s) from location analysts to

model, makeup person(s) to designers. Because it‘s a highly competitive and demanding

industry, the outcomes needs to be prolific, to motivate individuals for the success of the

product(s). The consequences in the fashion is very long term, any issue with the product and / or

changes in people taste may stricter the sales of the company for that particular product. Tim

Ford, one time famous product was shut down due to failure to cater people‘s demands, hence it

was discontinuing it in the UK. (Guardian Fashion).

Wheel of HRM for Fashion Retail Industry in Bangladesh:

The wheel of human resource management for fashion retail industry in Bangladesh, as given

below shows the various aspects which are expected to be met for better performances for

employees, plays suitable role for motivation theory and growth of any industry including

fashion retailing industry. The fashion retailing industry in Bangladesh is trying to set up its own

infrastructure, they provides training and development for every single employees, selects right

staffs for suitable roles, does research for rightful models‘ information both personal and any

other related factors. They are ready for building the organizational development, supports

readiness for change in fashion in Bangladesh

Situational

Factors

Stakeholders

Interests Human

Resource

Policy

Choices

Human

Resources

Outcomes

Long Term

Consequences

4

Apparel market around the world:

The global apparel market was valued at US$1.7 trillion in 2012 and employs

approximately 75 million people.

Apparel and textile are among of the world‘s largest industries. Total Global apparel

exports are worth approximately USD 412 billion (2011) and global textile exports USD

294 billion. (Fashion United ©).

Because the companies aims for higher profit, they try to slip-out some of the factors. They do

not realize some of the key areas that may help for the motivation of their employees to increase

efficiency which helps to increase productivity. They do not provide employee benefits &

compensation, has no links for unions, but only a few has labor relations personnel, the most

important factor, where they face difficulty is at the quality work life of its employees. Because

of the fact that many individuals over-look at this industry, the companies try to skip some of the

above areas. The people related to fashion industry in Bangladesh faces immense pressure from

many parts of the societies. Hence it is an important factor for the companies to provide

supporting and related attitude for the benefit of their people, which may boost the industry

further.

Human Resource Areas:

Objects:

Quality work Life

Productivity

Readiness for

Change

Org

aniz

atio

n /

Job D

esig

n

Training &

Development

5

Contribution of Textiles in Bangladesh:

Over 5.0 million employment.

80% are women.

40% industrial value addition comes from textile.

Over 81% of export earnings comes from this industry.

Value addition in woven RMG is over 40%

Knit RMG around 70%.

Contributes 13% to GDP.

Provides 0.2 million jobs at waste recycle industry relates to RMG.

(BTMA).

Around 32 fashion houses. (Source: Newspaper Bangladeshi).

The fashion houses is a product of the modern age. Prior to the most clothing was custom made.

It was handmade for individuals, either as home production or on order from dressmakers and

tailors. By the beginning with the rise of new technologies such as the sewing machine, the rise

of global capitalism and the development of the system of production, and the proliferation of

retail outlets such as department stores—clothing had increasingly come to be mass-produced in

standard sizes and sold at fixed prices.

According to the data above, we can clearly understand our textile and garments industry are

performing well, but we have very numbers of fashion houses and needs huge improvements to

choose the correct candidate for this sector. Bangladesh has huge potentiality for emerging at

fashion world but provides to cater more seriously to strengthen the fashion retailing industry.

Fashion Marketing works by using current trends in fashion to analyze, develop, and implement

sales strategies. Fashion marketing investigates the relationship between fashion design and

marketing including the development, promotion, advertising, and retailing aspects of the billion

dollar fashion industry. Successful fashion marketers understand that recognizing consumer

trends, strong branding, and a desirable product image are all essential elements to building an

effective and meaningful campaign.

Arguments & Facts:

It was handmade for individuals, either as home production or on order from dressmakers and

tailors. By the beginning of the 20th century — with the rise of new technologies such as the

sewing machine, the rise of global capitalism the fashion house is a product of the modern age.

Prior to the mid-19th century, most clothing and the development of the factory system of

production, and the proliferation of retail outlets such as department stores — clothing had

increasingly come to be mass-produced in standard sizes and sold at fixed prices.

The fashion house consists of four levels: the production of raw materials, principally fibers and

textiles but also leather and fur; the production of fashion goods by designers, manufacturers,

6

contractors, and others; retail sales; and various forms of advertising and promotion. Since the

industry is so competitive, fashion companies want to attract the best possible candidates and

will use interviews, in the first instance, to select their employees. Like any professional

interview, fashion industry employers will expect candidates to have an attractive Curriculum

vitae, arrive ahead of time and be dressed appropriately. The job hunters are their own

representatives.

Designers and other creative roles, candidates should demonstrate their suitability to the style

and character of their brand through their portfolio and their knowledge of wider fashion trends.

Buyers and merchandising roles will require quick thinking and numeracy skills - so it is worth

brushing up on current events and math know-how ahead of the interview. In some cases, the

final stage of a recruitment process involves a visit to an assessment center. At this stage, the

number of potential employees will have been narrowed down substantially and gathered

together to take part in a range of tests and exercises.

Because of the diverse nature of the fashion industry, assessments center experiences can vary

greatly. Candidates may be expected to carry out professional tasks and role-play scenarios or

put together presentations relevant to the role for which they are applying.

Since you will be expected to work both individually and as part of a team, it is important to be

able to stand out from the crowd without being overbearing or discourteous. Keep in mind the

qualities most valued by your company and remember you are not necessarily in direct

competition with fellow candidates: if everyone is of a sufficient standard, more than one job

may be offered.

People applying for fashion industry are always expected to produce some extra background to

present themselves. This might take the form of a portfolio, periods of work experience or even

maintaining a fashion blog online. Companies are constantly looking for dedicated and driven

candidates to reinforce their ranks - and, by immersing yourself in the professional world you are

seeking to enter, you will be making yourself a much more attractive - and employable -

prospect.

―The main issue in premium apparel sourcing is that the traditional manufacturing clusters have

disappeared or lost their competitive edge, 95% of the fabric we use in tailored women’s wear

comes from Italy, but the number of factories has reduced massively in recent years‖ (Ravasio,

P.).

Fashion schools & HR personnel training:

A leading designer of Bangladesh Mumu Maria has urged young designers to join the growing

fashion troops while Chondona Dewan emphasized the importance of accessorizing. Biplob

Shaha urged the media -- both print and electronic -- to showcase the fashion industry in a

positive light and Lipi Khandaker addressed the history and culture of Jamdani, nakshi kantha

7

and other cherished traditions of Bengal. Shaibal Shaha focused on the need for globalisation

where local products are highlighted and a market is created for these products whilst Emdad

Hoque briefly explained the need for FDCB. There are also talks of a Bangladesh Fashion Week

in the coming years. The FDCB starts its journey with a promise of improving the fashion

industry and bridging the gap among designers ensuring increased exposure to new and

emerging trends (Chowdhury R. Ahmed). BGMEA has recently introduced its own fashion

schools alongside FDCB along with others to increase the demand of upcoming fashion retail

industry in Bangladesh.

99 Pickets, in collaboration with Bangladeshi photojournalist Ismail Ferdous and filmmaker

Nathan Fitch, began demonstrating outside of New York Fashion Week to demand that brands

whose clothing was made at Rana Plaza or Tazreen pay full and fair compensation to the workers

who were injured and to the families of workers who were killed.

The Rana Plaza factory collapse killed at least 1,135 workers in April 2013 in Dhaka,

Bangladesh. The Tazreen factory fire killed at least 112 in November 2012 in Savar,

Bangladesh. Among the brands which have failed to compensate victims are: Children‘s Place,

Walmart, JC Penney, and Mango. The group will also call on all apparel companies that have not

yet signed onto the Accord on Fire and Building Safety in Bangladesh to sign immediately.

Among the companies that have not signed on to the Accord are VF Corporation – the largest

apparel company in the world – and Gap Inc., which owns the brands Banana Republic, Old

Navy, and Athleta. The protest includes a public, visual component outside of the Lincoln Center

followed by a march to several area retailers. Ferdous and Fitch‘s documentary work records the

Rana Plaza tragedy and its aftermath (BDReports24).

It is almost six months to the day that 1,133 people were killed and over 2,500 people were

injured when the Rana Plaza factory complex collapsed in Dhaka, Bangladesh. To mark the

anniversary of the disaster, Fashion Revolution Day will be held on April 24 2014, with a series

of events leading up to it that we can all take part in, to try to make us think about who made the

clothes we are wearing, and in what sort of conditions. The fashion supply chain - from cotton

farmer to machinist to factory packer - is a complex one. We would all like to think that our

clothes were made by somebody who was paid a fair wage and who was not at risk of death or

injury every time they sit at their sewing machine. Fashion Revolution Day is your way to take

part in real change in the industry, to try to prevent future catastrophes from happening again.

Fashion Revolution Day was the brainchild of Carry Somers, who is the founder of Pachacuti,

the successful Fair Trade hat company. She has gathered over 30 key figures from the fashion

industry, charities and beyond to launch a global campaign that she hopes will lead to positive

action. "We have been inundated with fashion industry leaders, consumers, celebrities, media all

wanting to mark the occasion and revolutionize the industry. It represents a really exciting

opportunity to reconnect fashion-lovers with the people who made their clothes," says Somers.

This year's Fashion Revolution Day will simply ask, Who Made Your Clothes? "We want

everybody to show their support for better connections and transparency across the fashion

supply chain," explains Somers (Blanchard, T.).

8

Competitors’ performances in fashion industry at other countries:

Many countries like China, India has recently emphasized to improve their own fashion industry.

Japan has already began branding its own fashionable items at many parts of the world, like

Uniqlo, which has received many positive criticism around the world. Bangladesh fashion

retailing industry needs to be more flexible, because it is highly creative and artistic industry and

holds multi-talented rooms for improvements, they need to be guided for improving the sector.

Literacy issue at fashion industry:

Fashion is a unique voice, hence it requires guidance to flourish the insight knowledge. It needs

exploration of human minds, which needs to be focused in our country. Every person in the face

of planet earth has unique knowledge about designs, hence the possibility of improvement in

Bangladesh is huge, which is already by various upcoming designers. We need to study about

how other countries has developed this sector, which mentions that HR policies of giants are

long lasting, consistent and participate holding more fashion shows inviting foreign guests,

which should work as key to build this industry as multinational, strengthen our macro-economic

sectors at overall areas.

Job analysis for fashion retail industry in Bangladesh:

Job analysis consists of two parts job description and job specifications. It explains that the

industry should have written documents about getting the work done in prolific manner and any

Job analysis

Recruiting and

selection

decisions

Job evaluation:

Compensation &

Benefits

Training

requirements

Job description &

Job specification

Performance

appraisal

9

socio-cultural factors, which may get effected due to joining this industry should closely studied.

It also mentions relevant skills, knowledge, abilities and any other demands and relevant

characteristics should be closely studied. The companies related to fashion industry has well set

recruitment teams but needs to focus further at evaluating job compensations and benefits for its

employees. Our fashion industry should provide adequate training and performance appraisals as

a tool of motivation and increasing productivity.

In fashion retail industry, the companies need to identify the duties & responsibilities, create

necessary job demands, use more knowledgeable tools to show the new talents about the industry

and how it works and follow relevant performance standards as a whole, thus increasing

demands for prospective applicants to enter in this industry. The physical working conditions

should be compromised especially for females, who are eager the join the industry, set flexible

working hours, as it is an industry which requires high flexibility of working hours just like

entertainment world, employ relevant human resource personnel with whom other employees

can interact and boost their enthusiasm. The requirements for joining these industry needs to be

closely justified, look into individuals‘ skills, knowledge, creativity and provide relevant

suggestions and feedbacks.

Recruitment process in fashion retail industry:

In fashion industry the job recruitment process is

typically different from other industries. In these

industry the fashion companies can do talent hunts.

They can search for upcoming talents who are

interested to join the industry.

.

But the interested applicants need to be closely

studied using the usual selection techniques. Whilst

doing talents hunts the selection committee can

consider to perform an interview process, produce

questionnairrres for selecting the right candidate,

and observe them whilst they continue to grow in this

industry. They can try and motivate others by using

observational research, instead of following the typical

job selection methods. Hereby, the HR personnel may watch, justify

Content of the Job Context of the Job Human Requirements

Job Analysis

Job Recruitment

method

Talent hunt

Observation method

Questionnaire method

Observational

research

Training &

Development

Interview process

10

and select the rightful person(s), provide training, and motivate them

to bring out their skills and knowledge and utilize it within the industry.

The selection process:

The selection process in fashion retail industry is very challenging and demanding task. In terms

searching for the right talent, the human resource manager needs to understand the company

mission and vision. In other words, they are responsible to meet the company targets, hence, they

have to make the right choice and select the right person(s). In terms of questionnaires for the

candidates, they have to understand about selecting right and correct questionnaires for different

departments. Whilst choosing the actor(s), they have to understand if the required person(s) can

meet the demand of the company, and if the audiences will accept the character.

If the person(s) is/are not well enough, they need to train them accordingly, to meet the role(s) of

the company. They might have to select multi-talented individual(s), depending on their tasks.

They have to choose person(s), based on their talents, knowledge and many other factors as

required by the company.

Job design & Roles of Human Resource Manager:

In this area we will closely discuss job designing process and the roles of human resource

managers, blend both the sectors together under one job designing diagram. The human resource

manager plays a huge role in the fashion retail industry. His responsible is to maintain

authenticity, ensure to complete the tasks and has many duties in the industry. He needs to

understand job analysis in detail, he requires to have adequate knowledge of fashion industry,

and he needs skills and should have the abilities to improve the employees of the organizations.

Human resource planning

Recruitment

Selection

Training & Development

Performance Appraisal

Compensation & Benefits

Health & Safety

Employee & Labor

Relations

Legal Considerations

Job Analysis for Teams

Tasks

Knowledge

Job Specifications

Skills

Responsibilities

Abilities

Job Description

Job Analysis

Duties

11

His key strengths requires understanding human resource planning, recruiting the right person

for the job, selecting the correct individual(s) for the benefit of the company.

He needs select the correct training and development for employees, take deep note about their

performance appraisals without being emotionally attached with any employees. He is in charge

of setting correct compensations and benefits for the employees, suit the best possible health and

safety especially for women, who plays a vital role in the fashion industry. The employee and

labor relations are also under his responsibility, set up correct legal considerations for the benefit

of the industry and the employees, analyze the job tasks for the correct teams, to get the optimum

output from them.

Recommendations:

Although fashion retailing industry in Bangladesh is growing, but it seems that it requires more

attention. The media moguls of Bangladesh need to focus more in this area. The companies

related to this industry needs to focus further, get more professional human resource managers,

look at the giants like – GAP Inc., Levi‘s, etc. The fashion industrialists needs to cater for more

fashion designers, invest more to motivate people in this area. The government of Bangladesh

should invest more in this sector. Industrialists should create more opportunities for upcoming

stars to cater in this field. More motivation, creativity, fashion awareness and fashion schools are

needed. The medias should organize more talent hunts, training and courses in this upcoming

field, immense amount of fashion shows are necessary. Everyone and every individuals needs to

understand about its growth and its positive effect in the society.

Conclusions:

Bangladesh has huge potential for improving its fashion industries, it has huge investments in

textile and garments sector employing more than 5.0 million people and about 80% of them are

women. Parliamentary laws and legislations will motivate many individuals to join in this sector,

triggering the fashion retailing industry at its best. With the potential, it holds, it may boost the

real GDP, improving the HDI of the economy. The industrialists, however, need strengthening

their human resource departments, motivate more professionalism, regularize the irregularities.

The HR personnel should create more vacancies in these field, so that models like Asif Azim,

designers like Bibi Russell and new upcoming stars, stay within the country instead of leaving

Bangladesh.

12

References:

A

Ahmed, J., 2014. Fashion Houses of Bangladesh Problem & Prospect. [Online]. Available at:

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B

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[Accessed 28 March 2015].

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C

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D

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F

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13

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L

Lori, M., June 2007. "The Original Style Queen". The Women's Review of Books. (Old City

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M

Mobarok F.; et al., 2014. ‗―Rana Plaza‖: Reform in RMG Sector | A good job done.‘ The Daily

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N

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R

Ravasio, P., 12 December 2012. Luxury Apparel – Collaboration to survive, address sourcing

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U

14

Uddin, J., 02 March 2015. Growing fashion industry needs govt support to step up a gear.

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02&nid=84915#. VRS CFPmUdR. [Accessed at: 23 March 2015].

“Be sure what you want and be sure about yourself. Fashion is not just

beauty, it's about good attitude. You have to believe in yourself and be

strong.” - Adriana Lima. (Brazilian Model).