Sadakalo: Marketing of Traditional Fashion in the Modern Fashion Industry

Abstract

The traditional fashion had always been just apparelling need for most of the people of Bangladesh. Over the last decade, unique contrives of apparelling has been adapting substantially to cope with the changing needs of the society but keeping in mind an inducing sense of traditional fashion which people can differentiate themselves from others. Interestingly, the traditional fashion has reached to a very competitive market in Bangladesh. As a consequence, some of the fashion houses such as, Aarong, Prabartana, Nipun, Anjans, Kay Kraft, Deshal, Rang, Sadakalo and Nabarupa have been successful to create a brand value. Specifically, Sadakalo is one of the leading fashion houses with particular focus on traditional clothes. The main aim of this article is to demonstrate how a fashion house can gain competitive advantages despite unpredictable market challenges. The article focuses on origin of Sadakalo, their products and retailing, markets and customers, planning, sourcing and warehousing, design and production, distribution, store operations, marketing and management issues and competitive challenges of Sadakalo that specially led to achieve competitive advantages. The article also explores the dynamic ideas and capabilities of the entrepreneur of Sadakalo.