Usually, fairs are meant to promote sales and stimulate interest. However, one of the leading knit garments exporters of the country, Masco Group, is hosting an exhibition for its merchandising team.
The fair – claiming to be the first of its kind in Bangladesh – began 28 November and ends today (Thursday) at the company's Gazipura office in Tongi.
With the theme "Know Masco, know your clients and know the products," the show called "Seasonal Product Fest 1.0" aims at updating Masco's 140-member merchandising team about the company's product range, capacity and clients, organisers said.
The fair housed in nine booths is displaying thousands of styles for upcoming seasons.
Sharafat Hussain, deputy manager, marketing and merchandising at Masco Group, said, "We are working with at least 300 styles every month while a merchandiser handles an average of ten styles with his nominated accounts."
"The merchandiser often does not know what other clients are doing with the diversified range of products in our group. This occasion offers a unique opportunity to get a holistic idea about what we are producing for our clients, our strengths, our range of product diversification, and the newness we can offer in our products," he added.
The organisers opened the show to some selective buyers one week after the inauguration, in a bid to show the manufacturer's strength in producing quality apparel.
Masco can produce 8.5 million pieces of apparel items a month, and it will be expanded to 9 million in January next year. Further, the company can make 30,000 pieces of embroidery items and print five lakh pieces per day.
Masco's products range from children's items to men's and women's garments which mainly go to the European Union market. To shift single market dependency, the company is now focusing on North America, Japan and Australia.
Tawfique Anowar, Masco's Marketing and Merchandising director, said demand in the apparel market is shrinking. Still, it wants to sustain its business through product diversification, shifting from basic items to fashion apparel.
The company exported apparel items worth about $174 million in 2019, while its exports were only $15 million about ten years ago.