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Yellow

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Even though Bangladesh is a big player in the garments export business, it doesn’t have any well-known global fashion brand. YELLOW sought to change all that. Its inception from Beximco Textiles, however, was more of an experimental project. Relying on Beximco’s brand name and its integrated vertical supply chain, Yellow began with the vision to be a high-street fashion brand known internationally.
Despite numerous “possible” competitors, YELLOW acknowledges only two local brands as its opponent. The scanty competition let YELLOW earn a profit of estimated BDT 200 million in 2012 by selling casual wears to mostly the well-off youth.
The intended customers are deliberately targeted by YELLOW using subtle promotional programs in order to maintain its exclusivity. Its marketing efforts also include directly selling to the customer and personalized customer care. As a part of being exclusive, it is planning a store in U.A.E and other countries where all the elite brands are congregating to; while domestically, YELLOW wants another seven to eight stores.
All the data mentioned were collected various sources – interview and survey being the primary data sources, and websites being secondary data sources. The survey was conducted online using a random sample of 46 people. The highlights of the findings are listed below:
1. Male to female ratio was 3:2 which conforms to the company’s male to female product ratio.
2. YELLOW was the most preferred brand in a choice five popular local brands.
3. Customers weigh design, product quality, and price as the most important factors when buying clothes.
4. 80% of respondents associate YELLOW to traits related to high-street fashion brand.
5. A significant percentage of respondents despite having positive attitude towards YELLOW, have not purchased any YELLOW product.
Although YELLOW has an impressive overall performance, the

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