With Eid-ul-Fitr drawing closer, shoppers are gradually filling fashion outlets across Dhaka, and many are increasingly choosing established brands instead of traditional markets, seeking fixed prices, reliable quality and a smoother shopping experience during the festive rush.
Retailers say the shift reflects a growing preference for organised stores where families can shop comfortably without the bargaining and uncertainty that often accompany Eid shopping in crowded bazaars.
At Le Reve, one of the country’s well-known fashion brands, sales have started to gain momentum after a relatively slow start to Ramadan, said Le Reve Assistant General Manager Marketing Afrina Habib Munmun in an interview with Times of Bangladesh.
“Usually shopping begins from the start of Ramadan, but this year the response was a bit slow initially. Gradually it has picked up and now sales are doing well,” she said.
She said the brand’s overall sales this year are performing better than last year, although it is still difficult to measure the growth rate precisely.
“Compared with last year the sales are better, and if you want to measure it now, it is in a middle position,” she said.
Munmun said consumers are gradually becoming more brand conscious, particularly during major shopping occasions such as Eid.
“People are becoming more brand conscious. They prefer comfortable clothing and want to avoid bargaining hassles in the heat when shopping with family,” she said.
The warm weather has also influenced clothing choices this year, with many customers selecting lighter and more weather-friendly outfits alongside traditional festive wear.
“The weather is a big factor. Because of the heat and moderate conditions, customers are choosing comfortable and weather-friendly clothing along with party wear,” she said.
Children’s clothing typically sells earlier than other categories during the Eid season, Munmun said, as parents prefer to secure outfits for their children before the shopping rush intensifies. “As always, kids’ clothing sold earlier in Ramadan,” she said.
Instead of running direct discount campaigns, Le Reve is offering promotional incentives through a scratch card programme this Eid season.
Customers spending Tk10,000 can receive scratch cards offering up to Tk3,000 in cash discounts or gifts, while top shoppers can win Dhaka–Cox’s Bazar air tickets and staycation packages through a partnership with Novoair, she said.
Customers can also receive cashback offers through partner banks and mobile wallets during Eid shopping.
To attract festive shoppers, the brand has significantly expanded its Eid collection this year.
Le Reve has introduced more than 10,000 new styles across men’s, women’s and children’s clothing, as well as home décor products available under one roof.
Munmun said the broader economic situation has had limited impact on Eid shopping demand, as the festival remains one of the country’s biggest consumer occasions.
“After the election there might have been some limitation in people’s spending, but Eid is a big festival so the impact has not been very significant,” she said.
However, she raised concerns over the growing presence of Pakistani clothing in the local market. “The availability of Pakistani products in the market has increased significantly, almost 50 per cent more than last year. Many Facebook pages and some brands are selling them,” she said.
According to her, a section of consumers is increasingly showing interest in Pakistani designs, which is creating competition for local brands relying on domestic production.
Despite the challenge, Munmun said branded clothing continues to attract customers as shoppers increasingly value convenience and dependable product quality. Le Reve offers clothing across a wide price range to serve different customer groups.
“Our products range from about Tk2,000 tunics or kameez to party wear priced between Tk12,000 and Tk14,000,” she said.
Customers are purchasing both premium party wear and lower-priced casual items depending on their budgets, she added.
Munmun said clothing prices during the Eid season have remained largely stable because the company secured raw materials earlier and completed production ahead of time.
However, recent changes in VAT rules have affected how customers perceive clothing prices. “Previously VAT was included in the price and the rate was 7.5 per cent, but now 10 per cent VAT is added separately on each product.
When customers pay the additional amount, they feel prices have increased even though the money goes directly to the government,” she said.
