Factors Influencing the Business Success of Retail Fashion Houses: A Study from Bangladesh Perspectives

Surajit Sarbabidya

The fashion industry is a dynamic one because of its diversified nature of innovation. Fashion houses with designer wears are the hubs of this industry while the fashion conscious, design literate and style savvy customers ultimately decide the fate of their business success. Increased demand from such independent and well-travelled shoppers has particularly compelled the retail fashion houses to source brands of unique and exclusive designer wears. Thus, competition has increased among the retail fashion houses. This, therefore, has become a great challenge in achieving the business success for the concerned. However, the existing literatures are not sufficient to demonstrate the actual scenario of business success of retail fashion houses in Bangladesh. This indicates to the research problem and this is the reason which motivated to endeavor the current study through a structured questionnaire based primary survey during the month of November 05, 2017 to December 04, 2017. The findings of these studies indicate customer service, branding, store layout, fun and entertainment facilities, various logistic for customers’ convenience, etc., may positively influence shoppers’ purchase actions and thus ensure the business growth of the respective houses with holistic satisfaction of the proprietors, employees and clients and thereby greater volume of transactions and revenues.

DOI : https://doi.org/10.21102/wjm.2018.09.92.02