The approach of Eid-ul-Fitr has brought a sharp rise in clothing purchases across Bangladesh, with fashion brand Yellow reporting a significant jump in sales as customers prepare for the festival with new outfits.
Eid remains the most important sales season for apparel retailers in the country, when stores see the highest customer traffic and brands release large festive collections to attract shoppers.
Yellow Executive Director Hadi Chowdhury said the brand experiences a strong seasonal boost in demand during the Eid period.
“Compared with other months, our sales during Eid increase by around 50 per cent,” he told Times of Bangladesh.
The brand is also seeing steady growth compared with last year’s performance.
“Our sales have increased by around 30 per cent year on year,” he said. According to him, shoppers appear enthusiastic this year as the festive mood encourages customers to buy clothes for themselves and their families.
“People are very excited. Customers are shopping with joy this year,” he said. Yellow offers clothing across a wide range of price segments, allowing customers from different income groups to choose products that suit their budgets.
“Our panjabis range from around Tk2000 to nearly Tk10000, but customers are mostly choosing the mid-level range,” he said.
Panjabis remain one of the brand’s most popular items, particularly during major festivals such as Eid, Pohela Boishakh and weddings, when traditional clothing becomes the preferred choice for many buyers.
However, apparel makers have been facing higher production costs in recent years as global economic pressures, fuel price increases and rising raw material costs push up manufacturing expenses.
“Overall production costs have increased by around 20 per cent, although brands have tried to absorb some of the increase instead of passing the full cost on to customers,” he said.
The trend also reflects a growing shift among Bangladeshi consumers toward branded clothing. “People are more conscious now. They want good quality products quickly and without hassle, which is why they prefer shopping at branded outlets,” he said.
To attract shoppers during the festive season, Yellow has introduced a large number of new designs for its Eid collection this year.
“We launched around 1600 to 1800 new designs for the Eid collection,” he said. Unlike many fashion houses that increase production volume during Eid, the brand focuses on expanding the variety of designs available to customers.
“We keep quantities lower but offer more designs,” he said. Yellow currently operates 19 outlets across the country, where most of its sales continue to take place.
Although online shopping is gradually increasing, Chowdhury said physical stores remain the main sales channel for the brand.
“Offline sales are still much higher. Online shopping is growing because people are busy, but it is not yet fully reliable in Bangladesh,” he said.
Customers are generally more comfortable buying online when purchasing from established brand platforms that offer trusted products and services.
Bangladeshi fashion brand Yellow has built a strong reputation in the country’s apparel market through its focus on stylish clothing that blends traditional South Asian elements with modern urban fashion.
Over the years, the brand has become particularly well known for its wide range of men’s ethnic wear, especially panjabis designed for festive occasions.
One of Yellow’s defining features is the large number of new designs it introduces during major festivals, allowing customers to choose from a broad collection of styles, colours and fabrics.
Beyond ethnic wear, the brand also produces casual and semi-formal clothing including shirts, polo shirts, T-shirts, denim and trousers designed to reflect contemporary lifestyle trends.
Yellow also offers a women’s clothing line that includes kurtis, kameez sets, tunics and other ethnic-inspired outfits suitable for both daily wear and festive occasions that the urban customers love to wear.
Kids’ segments are also popular among urban consumers. Through a combination of diverse seasonal designs, modern styling and mid-to-premium positioning, the brand has built a loyal customer base in Bangladesh’s competitive fashion market.
