Noir is a one-stop solution to global fashion trends. It is a youth-centric clothing and accessories retail brand where aim is to provide the best possible service to all our customers. Noir designs are unique, quantities are limited and styles are always changing depending on seasons and trends. Noir focuses on keeping tradition untouched; however, we design our products around the cultural sense of Bangladesh – thus, our fashion is known as a fusion between the East and the West. Currently, the brand has 4 stores in Dhaka, Bangladesh.
Noir is a concern of Evince Group, a leading manufacturer of garments and textiles in Bangladesh. Team Textile Focus had a conversation with Noir Team regarding Noir business strategy and Eid collection.
Local fashion brand market:
The fashion brand market globally is ever changing, never consistent with regards to consumer behaviour, wants and trends. It is more challenging in establishing an unique brand in Bangladesh as our beloved nation is positioned as a leader in RMG and Textile amongst all other manufacturing countries. The reason behind the challenge is every other individual who has a manufacturing unit assumes that opening a physical store and filling up the racks with products from his/her own factories (or with items collected from different sources) is a quick fix to establishing a brand. More so, it is even easier nowadays to just open up a website or Facebook page and start selling.
However, the positive side to this phenomenon is that out of hundreds of retail stores opening and closing down each year, few remain on; those who focus on aspects like building brand identity, brand differentiation, customer experience, working on developing a culture within the organization that is in sync with the brand’s purpose and so on. This helps the Bangladeshi consumers to enjoy the benefits of the existence of proper brands in the market by filtering out the ones that are not.
Currently there is tremendous competition in the fashion retail market; not only direct competition amongst brands but because there are multiple sources through which customers are acquiring products. Namely through small sizes boutiques, through importing designers’ outfits directly from countries like India and Pakistan and so on. In every other household there is someone who is either making and selling fashion products (has his or her own line) or importing from foreign countries.
However, brick-and-mortar businesses are still the primary avenue of reaching end consumers rather than online stores as they prefer to physically check out the items before purchasing: in terms of trial, feeling the fabric and so on. In regards to Bangladesh, bulk purchases are still being made in physical stores while small purchases are usually made online. The Bangladesh online market is yet to gain consumers’ confidence.
Business strategy of Noir Clothing:
Noir is a niche premium brand established in July 2014 under Evince Retail Ltd (a sister concern of Evince Group). Under Evince Retail Ltd, currently, we have two retail brands: Noir and Miniso Bangladesh.
Evince Group is one of the largest conglomerates in Bangladesh established in 1983 by group Chairman Mr. Anwar-Ul Alam Chowdhury Parvez. The group consists of readymade garments manufacturing units, woven textile units, denim textile units, and spinning mills.
Having such vast and extensive experience in the field of creating fashion for global leading brands for almost 40 years, it is no surprise that Noir’s primary strategy is simple: understand the taste of Bangladeshi customers and with all that experience in the world of garment manufacturing, produce high-quality high street fashion pieces while maintaining the same standards used to check items made for global brands and make it accessible to the Bangladeshi market (tweak global trends as per the wants of the users here) at a price point that is reasonable to all and make extremely limited quantities per style to allow the people who wear these pieces to feel exclusive.
Latest collection of Noir Clothing for the upcoming Eid festival:
The all-new Noir Eid Collection/22 features pieces that resemble the nostalgic feeling that will take you back to the beginning of the first time we launched Noir back in 2014, make you fall in love with the brand all over again.
Our design team has poured its heart out and worked relentlessly to make Eid outfits using the best possible materials at price levels that are unmatched, making high end fashion accessible to all. We know that people have waited for 2 years now to finally celebrate Eid with friends and family like the pre-pandemic days. It is no doubt a blessing for all of us that our government under the visionary leadership of Prime Minister Sheikh Hasina has battled the Covid-19 situation in the nation boldly and methodically; allowing us to be at peace with infection rates at an all-time low. Finally, we are all looking forward to celebrating Eid. It is undoubtedly the most important time of the year for all fashion retail companies as both Eid seasons jointly account for nearly 60% of the entire year’s revenue. Therefore, we have worked tirelessly to ensure that this time, we launch our best collection till date focusing on the ethos of the brand itself.
Future plan of Noir Clothing for captured whole market:
Ultimately the brand Noir, unlike other fashion brands will not spread across the country and open stores on every other corner. When you compare with other fashion brands, Noir stands out because as mentioned earlier, it is a niche brand that will open stores in selective areas only. Having said that, we feel that since we do not have a presence inside shopping malls, we now have plans to open one store each in Jamuna Future Park and Bashundhara City. Moreover, we are aiming to open our first store outside Dhaka – in Chittagong soon. Finally, our next step is to launch our website www.noirbd.com which is ready and something we have worked on for the past 1 year! Our website will allow us to reach our customers not only across the country, but globally too, as we receive tons of requests from our customers living abroad who love Noir clothing.