Clothing brands report better sales this Puja

Branded fashion retailers across Bangladesh reported sales growth of 5 to 10 percent during this year’s Durga Puja compared with last year, driven by strong festive demand, particularly for women’s wear.

Despite the growth, sales fell short of expectations at one retailer as consumers facing tighter budgets bought fewer items than they might have otherwise.

Shaheen Ahmed, owner of fashion brand Anjan’s, said sales had increased by around 10 percent year-on-year. “Given the current economic and political situation, we are satisfied with the sales,” he said.

Soumik Das, chief executive of Rang Bangladesh, reported sales growth of around 5 percent, half the 10 percent increase the company had expected. He attributed the shortfall partly to declining purchasing power, saying customers who might previously have bought two outfits were now purchasing only one.

Kazi Maktum Shovon, head of sales and marketing at Mbrella, also reported sales growth of around 5 percent. Demand for women’s three-piece outfits, comprising matching salwar-kameez sets, was particularly strong at the brand’s outlets during the festive season, he told The Daily Star.

Asad Kabir, a senior executive for marketing at Yellow, said sales during this year’s Durga Puja had been moderate so far, partly due to reduced business operating hours. However, he remained optimistic about a stronger finish, with several days of festive shopping still ahead.

Although there are no official figures, industry insiders estimate that the two Eid festivals account for around 70 percent of annual festival-related retail sales, while Durga Puja contributes about 10 percent. Pahela Baishakh and other occasions account for much of the remainder.

Shopping typically begins about two weeks before Durga Puja and continues for several days after the festivities begin.

Sarees and salwar-kameez sets are among the biggest draws, traders said.

Fashion brands, apparel retailers and consumer electronics chains typically introduce new collections and offer discounts and other promotions during festive seasons, including Durga Puja.

Beyond fashion, the sweets business also typically benefits from festive demand during Durga Puja, but Premium Sweets reported weaker sales this year.

Mahbubur Rahman Bokul, head of Bangladesh operations at Ontario-based Premium Sweets, said sweet sales were lower than during last year’s Puja. Restaurant footfall, however, remained strong, keeping food sales close to the previous year’s level.

He said consumer confidence needed to improve for sales to recover, adding that people needed to feel more secure and optimistic about their circumstances.