Swadeshi

Abstract

Fashion has played a vital role in encouraging the traditional aspect of Bangladesh through national products or through international markets for garments. Though Bangladesh is widely known for its large-scale, low-cost and capital-efficient readymade garments sector, the national market offers clothing attires that appeal to individuals with new trends in fashion. Keeping such a culture and tradition in the centre of fashion, an integration of eight local fashion houses under a single roof, exhibiting a trend of cooperation and competition in exploiting together, started a collaborative approach known as ‘ Swadeshi’. This paper provides the background, detailed analysis on the evolution and success story, and outcome of the strategic negotiation between the eight competitors of these fashion houses under ‘ Swadeshi’. Finally, the paper examines how other similar industries engaging in such collaborated competition can be new avenue of further research.