In: Business and Management

Submitted By kakonbd
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How Aarong is coping with cultural changes?
Aarong is the leading fashion house of Bangladesh which is an enterprise of BRAC. It started its journey in 1978 to bring positive changes in the lives of disadvantaged artisans and underprivileged rural women promoting their skills and craft. Aarong means village fair. Traditional artisans can market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers, Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and various artisans with specialized skills from all over the country come to Aarong for marketing and support services. At the very beginning of their business they were focusing on clothing, pottery, jewelry etc. Basically their business concept was pure traditional. But after a certain period they realized that only traditional based products were not sufficient to fulfill the customers demand. In the world of globalization people are now thinking in different way. Their choices are changing and they are looking for something new which is more fashionable and comfortable than traditional wearing. One of the most influential sectors of globalization is the change in the dressing sense of our country. Different types of fashionable wears are now available in Bangladesh. Traditional wears are now not their only choice. People fill very comfortable in casual wears in their daily working life. So they like to wear jeans, T-shirts, fotua, kutis, and leggings etc. According to Aarong analysis people buy traditional dresses at the time of different festivals and occasions of the year. Otherwise they always like to wear the dresses of western pattern. So Aaarong were falling behind with the growing new test. After this analysis, Aarong introduced “Taaga” in 2003 by which they can satisfy their customer in every way. In Bengali “Taaga” means a certain style of Nakshi stitch.…...

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