1.
BRANDING IN OMNI-
CHANNEL ENVIRONMENT:
FASHION INDUSTRY OF
BANGLADESH

2.
INTRODUCTION
 Fashion industry has transcended beyond the boundaries of physical
stores.
 Fashion retail ecosystem has been enriched with e-tailing, mobile
retailing, home shopping, catalogue retailing, etc.
 The resources the consumers use to learn about, engage with, and build
a connection to the brands they love and repeatedly buy are increasingly
fragmented.
 Interaction with brands has become nonlinear and shaped by many
interactions across several touch points. The interconnectivity between
these touch points is called omni-channel.

3.
THE CHALLENGES BRANDS FACE
TODAY
 Omni channel marketing offers marketers and retailers a holistic approach to
reaching consumers with a more integrated message, through any channel
and at any point in their path to purchase.
 Aims to advocate consumer engagement and promote interactive brand
experience.
 Key to releasing this potential is-
1.Providing sophisticated insights.
2.Content marketing.
3.Integrated data and analytics.
4.An integrated partner ecosystem.

4.
RATIONALE
In 2017
Population: 164 million.
Internet Users: 67 million. (4.6% increase from 2016)
Facebook user (Popular Social Media): 25 million. (19% increase from 2016)
E-commerce Industry size: 300 crore (2016)
Therefore, the scope of branding in such environment has increased
immensely. A research on such branding practices would allow us to have a
better understanding on the evolution of fashion industry and fashion products
through the technological advancement worldwide.

5.
OBJECTIVES
 Broad objective
 The broad objective of this report is to give a holistic perspective as how fashion brands in
Bangladesh create the perfect synergy across different channels to ensure that their
branding activities remain coherent and communicative in today’s Omni channel
environment.
 Specific Objectives
Find out how fashion outlets brand themselves
 In mass media. (TV, Newspaper, Magazine, Radio).
 In social media (Facebook, YouTube, Blogs)
 Through internet. (Webpage, e-commerce sites, mail, newsletter etc.)
 Mobile platform. (Apps, SMS etc.)
 Find out the branding practices of fashion outlets across various mediums in the global landscape.

6.
CONTRIBUTION
 To the literature of fashion industry. Specifically, literature of the fashion
industry of Bangladesh will get a timely research paper on branding of
fashion products in an Omni channel environment.
 The fashion industry as a whole, will also be a beneficiary of this report as it
will help the industry to take timely decisions in terms of branding efforts.

7.
METHODOLOGY
 An e xplo rato ry re se arch through the investigation of fashion
retailers in all over world and then in Bangladesh.
 Qualitative data was collected through KII and co nsum e r
surve y.
 The findings were analyzed in an abductive reasoning.

8.
SCOPE
 The main scope of the research is to give an overview of the existing
branding practices in Omni channel environment by fashion retailers
worldwide and in Bangladesh.
 For Bangladesh, the study was confined within the city of Dhaka.
 Few of the leading fashion houses in the country were covered.

9.
LIMITATION
 As the term ‘Omni channel’ is relatively new in Bangladesh, it was difficult to
find industry expert who could share their full understanding of the issue.
 Besides there is very limited literature available exclusively on omni channel
branding in the context of Bangladesh, so the researchers had to rely mostly
on KII for the qualitative part of the study.

10.
WHAT IS OMNI-CHANNEL?
 Omni-channel is a multichannel approach to sales that seeks
to provide the customer with a seamless and consistent
shopping experience whether the customer is shopping-
 online from a desktop or mobile device.
 by telephone (agents).
 in a bricks and mortar store.
Google defines it as
“ensuring [retailer] marketing strategies are geared toward
enabling customers to convert on any channel.”

11.
EMERGENCE OF OMNI-CHANNEL
BRANDING: WHY AND HOW IT IS
PURSUED?
 Today's consumers expect everything to be available at their fingertips here
and now. It is clear that consumers are already approaching their experience
from multiple angles. Because of that, to reach consumers in real-time the
brands must make use of multiple channels simultaneously.
 Channel choice has become an important topic for managers and
economists due to its important role in the performance or profitability of
brands.
No technology Technology for design Technology to mergeTechnology as facilitator

12.
PAST, PRESENT AND FUTURE

13.
WHY ARE RETAILERS USING
OMNI CHANNELS
TO INTERACT WITH
CUSTOMERS?
customer
Consumers buy what they want,
When they want,
Wherever they want
store kiosk catalog Call center Web/E-mail mobile

14.
EMERGENCE OF OMNI-CHANNEL
BRANDING: WHY AND HOW IT IS
PURSUED?
 Customers use multiple channels to
interact with the brand at the present
time. These channels include in store,
online, through various mobile devices,
or social media. Because of that it has
become increasingly important to
connect all of the channels together.
 By seeing a TV ad promoting deals,
using mobile devices, visiting the
favorite brand's website and looking up
wide variety of products, scanning QR
code, going to the physical store -
people expect to have the same
experience shopping in a store as they

15.
EMERGENCE OF OMNI-CHANNEL
BRANDING: WHY AND HOW IT IS
PURSUED?
 These brands which can provide an omni-
channel experience to their shoppers, and
give them effective customer service, are
able to convert them into loyal customers.
These omni-channel directed efforts also
mean continuous technological innovation
and desired business growth for the brands.
 According to MIT’s recent report, Beyond the
Checkout Cart,
“The o m ni-channe l co nsum e r is the
ce ntral fo rce shaping the future o f e -
co m m e rce and brick-and-m o rtar sto re s
alike . ”

16.
OMNI CHANNEL BRANDING:
GLOBAL PRACTICES

17.
BRANDING IN OMNI-CHANNEL
ENVIRONMENT FOR FASHION
PRODUCTS: GLOBAL PRACTICES
 Fashion industry is one of the biggest industries worldwide.
 One of the biggest challenges for the fashion brands is to deal with
information overload available to consumers. Therefore, branding is very
important.
 The brand can be associated with various characteristics such as exclusivity,
luxury, good quality and high fashion. Communicating these characteristics is
the major concern for most of the fashion brands now.

18.
BRANDING IN OMNI-CHANNEL
ENVIRONMENT FOR FASHION
PRODUCTS: GLOBAL PRACTICES From brand fanaticism to brand
loyalty, fashion brands have the
tendency to create a strong
brand identity amongst the
minds of the consumers.
 Over the century, growth of the
industry has been astonishing in
terms of technology and
revenue. The innovations had
been rapid and growth
exponential in terms of using
omni-channel branding.
Global Omni-channel Retail Index — by country or
region (scale 1–100)

19.
BRANDING IN OMNI-CHANNEL
ENVIRONMENT FOR FASHION
PRODUCTS: GLOBAL PRACTICES
 Branding Action.
 Differentiation through Omni-Channel
Branding.
 Customer Relationship.
 Marketing Strategies Based on
Customer Insights.
 Fashion Influencers in Branding for
the Fashion Houses.
 Content Marketing Communication in
Building Fashion Brands.
 Channel Differentiation.

20.
BRANDING IN OMNI-CHANNEL
ENVIRONMENT FOR FASHION
PRODUCTS: GLOBAL PRACTICES
 Fashion industry has a strong affinity to branding using
different channels, and most successful brand strategies
like retailers Victoria’s Secret, Ralph Lauren, Nordstrom,
Burberry, Zara, Mark & Spencer and Luxury designer
brands like Louis Vuitton, Armani, Dior and YSL use omni-
channel branding tools.

21.
BRANDING IN OMNI-CHANNEL
ENVIRONMENT FOR FASHION
PRODUCTS: GLOBAL PRACTICES
 The branding strategy of most fashion brands revolve around the concept of
omni-channel communication tools to target customer group and building
brand-consumer relationship from which is derived a brand personality and
Identity of each brand.
 Building engagement through online hub. The hub provides behind-the-
scenes content of the televised show. Also engagement through social
media and apps is done. (Victoria’s Secret)
 RFID tags, 3D-printed runway look and using 4K video cameras. (Burberry
and Ralph Lauren)

22.
OMNI-CHANNEL PRACTICES IN
FASHION INDUSTRY:
BANGLADESH PERSPECTIVE
 brand presence both online and offline
 heavily dependent on multi-channel marketing
 Traditional branding practices
TVC or Radio Commercials
print media

23.
OMNI-CHANNEL PRACTICES IN
FASHION INDUSTRY:
BANGLADESH PERSPECTIVE
 Digital marketing
Facebook Promotions
Special Post Boosting
Multi-products/ carousel ads
Shop now Ads
Google Display Network
Banner Ads
Static Banner Ads

24.
OMNI-CHANNEL PRACTICE BY
THE LOCAL GIANT: AARONG.

25.
OMNI-CHANNEL PRACTICES IN
FASHION INDUSTRY:
BANGLADESH PERSPECTIVE
 Special Occasions: Time for
Alternative Channels !

26.
OMNI-CHANNEL PRACTICE BY
INT’L PLAYER: NOIR CLOTHING
BANGLADESH
 Consumer Demographic Research before
Omni-Channel Decision
 customer relationship management
 Omni-Channel Setting Based on Trends

27.
OMNI-CHANNEL PRACTICE BY
INT’L PLAYER: NOIR CLOTHING
BANGLADESH

28.
FINDINGS

29.
FINDINGS

30.
RECOMMENDATIONS

31.
RECOMMENDATIONS

32.
INTEGRATION – KEY TO OMNI-
CHANNEL BRANDING
Create a Seamless
Experience
Make it Easy Provide Support
Know thy
Customer
• Ordering
• Returns
• Refunds
• Call Center
• Shopping
Advice
• Customer
Service
• Needs and
preferences
• One to One
Marketing
• Synchronized &
consistent service
regardless
of channel
Shopping
Experience

33.
RECOMMENDATIONS FOR
CREATING MORE OMNI-CHANNEL
BRANDING

34.
SHOPPING IN THE FUTURE
 Chatbot interface engages with the
shopper in a conversation showing relevant
and personalized recommendations
 Virtual Reality
 Employee empowerment
 Face recognition

35.
THANK YOU!!!