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Domestic denim brands penetrate US market

Sep '06
Bangladeshi brands have penetrated the American and Western markets and buoyed by this, they are targeting to capture 10 percent of America's huge jeans market.

Two brands that have made huge impact in the above markets include 'Envoy' and 'Sasha'. Bangladesh is riding high on the factors such as cheap labour and fair prices which have made it the leader in world market projected at US $70 billion.

Bangladesh export, which earned the country $2.07 billion, an increase of 42 percent included items like trousers mainly jeans.

The report while revealing that Bangladeshi trouser makers had left countries such as China and Mexico well behind, did not name India even though it is one of the biggest exporters of this item.

Share of Bangladeshi exports to US doubled to 2.33 percent in 2005 and it further jumped to more than 5 percent in the first quarter of 2006 while export from major players such as Mexico and China fell during the same period.

Exporters from Bangladesh sold the denim at $78 for a dozen as against $99 and $102 of China and Mexico. Experts have projected that if this trend goes on Bangladesh will be able to capture 10 percent of US denim trouser market by the end of the year.

Its success story is not limited to US market alone with the exports to European Market showing a positive outlook during the first half of 2006.

Hennes & Mauritz (H&M) Chief Executive of Bangladesh Operations, Pearl Kerlsson said that Bangladeshi trousers and denims have a bright future ahead as they are highly competitive.

Abdus Salam Murshey, the Ex-Vice President of Bangladesh Garment Manufacturers and Exporters Association (BGMEA) stated that they were the most competitive supplier and that is the reason buyers have shifted their focus on us.

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