CUSTOMER COMES FIRST

ASHIKUR RAHMAN, MANAGING DIRECTOR OF TAD GROUP, TALKS ABOUT HIS NEW BRAND, KLOTHEN, AND THE IMPORTANCE OF R&D AND QUALITY CONTROL THAT PROMISES AN UNPARALLELED CUSTOMER EXPERIENCE.

 

ASHIKUR RAHMAN, MANAGING DIRECTOR OF TAD GROUP

 

Could you please tell us about your entrepreneurial ventures and how that led to the start of your own fashion brand, Klothen?
I started my first business during the final semester of my post-graduate program at Dhaka University. It was an IT firm and we were selling computers. I also wanted to be an internet service provider (ISP), but setting up an ISP in 1995 was a hassle. Somewhere along the way, I entered the textile industry, but that was not received well by my family. Nonetheless, I pushed through and started this new journey.
After working for 1 year in the textile industry, I decided to start my own buying house. Our initial quantity was 32,000 pieces for USD 120,000. The business flourished and the company grew. We expanded and diversified to manufacturing, engineering, logistics, shipping and automobiles to name a few. Now, our turnover rate is USD 150 million with 10 companies. We are now a group of companies called TAD, which stands for Trade and Development.
In 2015-2016, I was involved in designing the jerseys of the Bangladesh National Cricket team for the T20 World Cup and the ODI world cup. I wanted to design the jerseys to not only look great and represent the pride of our nation, but also be comfortable, well-fitted, and durable. The jerseys that I designed for the world cup tournaments were a great success and were voted the top-ranked jersey for 7 consecutive weeks on cricinfo.com
With Klothen, I am doing what I did for our national team – provide high quality, fashionable ethnic and fusion wear for our country. I have always held this belief that somebody has to start something new. Klothen will give the opportunity for the people of this country to experience the fashion lifestyle that consumers abroad have been enjoying for so many years.

You bring years of experience into the industry. Could you please share how your insights and expertise will translate to the quality of the products at Klothen?
In my 22 years of experience, I have seen that R&D investments are crucial in designing products that ensure very high quality and also increase customer satisfaction. Klothen is being smart with its R&D. Some of the most common struggle points of customers that we have identified are that clothes tend to tear at the seams and their colours tend to bleed. To reinforce the seams, we sew bar tacks at the weak points. To address colour issues, our R&D process involves tests such as colour fastness to light, colour fastness to water, and colour fastness to saliva.
We are also conscious of the chemicals that go into our products. We use azo-free dyes for our clothes, and our buttons are nickel free. These quality control steps are crucial to ensure the safety of the customer. In coming up with the perfect ‘panjabi’ we have gone through at least 22 designs before being satisfied with its quality. Klothen guarantees that if any customer brings in a faulty Klothen product to any of our outlets, we will replace the product for them.

 

KLOTHEN COMBINES WESTERN AND ETHNIC WEAR TO MAKE FASHIONABLE FUSION-WEAR FOR ADULTS AND YOUNG ADULTS. OUR FIRST SEGMENT IS PEOPLE AGED BETWEEN 18 AND 25. THE OTHER SEGMENTS ARE PEOPLE AGED BETWEEN 35 AND 45, AND THEN 45 TO 50. OUR R&D IS FOCUSED ON THE NEEDS AND REQUIREMENTS OF THESE TARGET GROUPS

 

 

How will Klothen establish itself among its target group?
Klothen combines western and ethnic wear to make fashionable fusion-wear for adults and young adults. Our first segment is people aged between 18 and 25. The other segments are people aged between 35 and 45, and then 45 to 50. Our R&D is focused on the needs and requirements of these target groups. We have recognised that customers will go to a brand that they trust and will always have options to choose from. This is why we have a Never Out of Stock (NOS) program. For the first six months, we will focus on these three target groups, after which we will tie in the segments with the products we have been planning in the meantime. Klothen’s commitment to quality control and R&D will help establish itself among its target group.

How are you envisioning the growth of the brand?
For me, the growth of the brand will come when the brand has helped grow the industry. I want Klothen to represent Bangladesh as a country that produces upscale products and has a global reach. This is why we will be opening outlets internationally, and in Bangladesh, we plan on opening at least 20 outlets by 2025.

 

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Photograph: Nirjon Mahmood