Bangladesh has long practised the art of making more from less.
From river embankments reinforced with whatever materials are available to household items repaired and reused for years, ingenuity has often compensated for scarcity. The Bengali word joratali—loosely meaning patchwork, creative mending or making do—captures a habit that extends well beyond craftsmanship. It reflects a way of living.
In an era defined by fast fashion, social media trends and relentless consumerism, that old instinct may be returning to the centre of economic life.
Across Bangladesh’s cities, consumers are becoming more selective about what they buy and how often they replace it. Inflation, rising living costs and growing awareness of value are reshaping purchasing decisions. Rather than accumulating more possessions, many are looking for products that can endure years of use.
For footwear maker Apex, the shift reflects a broader change in consumer psychology. The company is finding itself aligned with a market that increasingly values durability over novelty and practicality over excess.
The trend is evident in the growing global popularity of the capsule wardrobe—a collection of versatile, durable and timeless pieces designed to be mixed and matched across multiple settings. The concept encourages consumers to buy fewer items while extracting more value from each purchase.
Although often associated with Western fashion culture, the philosophy feels surprisingly familiar in Bangladesh.
At its core, the capsule wardrobe is an exercise in restraint. Rather than owning dozens of rarely worn garments, consumers invest in a smaller number of dependable items that can serve multiple purposes. The approach reduces clutter, simplifies decision-making and often lowers long-term spending.
For many urban professionals, that calculation is becoming increasingly important.
Tanvir Ahmed, a 24-year-old content executive in Dhaka, recalls the dilemma he faced early in his career.
“I couldn’t always afford premium brands, but replacing low-quality shoes every few months was also expensive,” he said.
His experience reflects a reality confronting many young professionals entering the workforce. Building a professional wardrobe requires balancing immediate affordability with long-term value. The cheapest option often proves more expensive when frequent replacement becomes necessary.
That dynamic gives footwear a distinct role within modern consumption patterns.
A neutral shirt, a pair of tailored trousers or a simple saree can be worn repeatedly across different settings. Shoes, however, often determine how an outfit is perceived. The same clothing can appear casual, professional or formal depending on the footwear.
In that sense, shoes are not merely accessories. They are among the hardest-working items in a wardrobe.
For Apex, which has spent decades serving Bangladesh’s mass and middle-income consumer segments, the shift towards more deliberate purchasing decisions creates an opportunity. Consumers increasingly want products that justify their cost through longevity, versatility and everyday utility rather than short-lived fashion appeal.
The economics are straightforward. A well-made pair of shoes worn regularly for several years often delivers greater value than multiple cheaper replacements. Consumers may spend more upfront, but lower replacement frequency reduces the total cost of ownership.
That logic closely mirrors the philosophy embedded in joratali.
Traditionally, the practice was never simply about repairing something broken. It was about extending usefulness, adapting resources and extracting maximum value from what was already available. In many Bangladeshi households, replacing an item has historically been the last option rather than the first.
The idea stands in sharp contrast to modern consumer culture, which often encourages constant upgrading and replacement.
Yet economic realities are nudging consumers back towards older habits.
Time, as much as money, has become a scarce resource.
Dhaka’s traffic congestion has fundamentally changed how people shop. Visiting multiple stores, comparing products and making purchases can consume hours. The cost of travelling across the city often rivals the value of the purchase itself.
As a result, convenience has become an increasingly important component of value.
Consumers now expect quality products to be accompanied by efficient purchasing experiences. Online browsing, click-and-collect services, home delivery and flexible return options are increasingly influencing buying decisions.
People are no longer simply buying products. They are buying efficiency.
Technology has accelerated that shift by reducing friction between research and purchase. Consumers can compare prices, evaluate reviews and assess quality before entering a store or placing an order online.
At the same time, economic pressures are encouraging greater discipline.
The result is a paradox shaping retail markets around the world: people are buying fewer things but paying far more attention to what they buy.
For businesses, that trend is changing the basis of competition. Success increasingly depends not only on attracting consumers but also on convincing them that a purchase will continue delivering value long after the transaction is complete.
Globally, growing concerns about sustainability, waste and overconsumption are reinforcing the same behaviour. Endless accumulation is losing some of its appeal. In its place is a growing appreciation for products that last longer, perform better and justify their place in a consumer’s life.
For Bangladesh, the shift feels less like a revolution than a return.
The tools may have changed. Consumers now browse products on smartphones rather than neighbourhood markets. They compare reviews online instead of relying solely on word of mouth. Purchases increasingly happen through digital platforms rather than across shop counters.
Yet the underlying instinct remains remarkably familiar.
Build carefully. Choose wisely. Make things last.
In many ways, the modern capsule wardrobe and the traditional culture of joratali are built on the same idea: value is not measured by how much is owned, but by how well it is used.
As consumers rethink spending in an age of excess, that philosophy may prove more relevant than ever. For Apex, it is also a reminder that some of the most durable business ideas are rooted not in changing fashions, but in enduring human habits.
