Masters Dissertation final vision

TILL WHAT EXTENT CROWDSOURCING STRATEGY CAN BE APPLICABLE IN BANGLADESH FASHION ORGANIZATIONS; TO ACHIEVE CREATIVITY AND VALUE INNOVATION IN PRODUCT DEVELOPMENT PROCESS? A RESEARCH PAPER FROM PROFESSIONAL EXPERTS, DESIGNERS, AND CONSUMER PERSPECTIVES

BY MOONTAHA NASIR REGISTRATION NUMBER : W15009026 MSC IN FASHION MANAGEMENT NORTHUMBRIA UNIVERSITY, 2016

SUPERVISOR: BRUCE MONTGOMERY

MODULE: DE1120 MAJOR RESEARCH PROJECT

DECLARATION

I declare the following:(1) That the material contained in this dissertation is the end result of my own work and that due acknowledgement has been given in the bibliography and references to ALL sources be they printed, electronic or personal.

(2) The Word Count of this Dissertation is 10,321.

(3) that unless this dissertation has been confirmed as confidential, I agree to an entire electronic copy or sections of the dissertation to being placed on Blackboard, if deemed appropriate, to allow future students the opportunity to see examples of past dissertations. I understand that if displayed on Blackboard it would be made available for no longer than five years and that student would be able to print off copies or download. The authorship would remain anonymous.

(4) I agree to my dissertation being submitted to a plagiarism detection service, where it will be stored in a database and compared against work submitted from this or any other School or from other institutions using the service.

In the event of the service detecting a high degree of similarity between content within the service this will be reported back to my supervisor and second marker, who may decide to undertake further investigation which may ultimately lead to disciplinary actions, should instances of plagiarism be detected.

(5) I have read the University Policy Statement on Ethics in Research and Consultancy and the Policy for Informed Consent in Research and Consultancy and I declare that ethical issues have been considered and taken into account in this research.

SIGNED: Moontaha Nasir DATE: 25/04/2016

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ABSTRACT:

Bangladesh is one of the fastest growing countries and can be one of the top

fashion

markets that can offer opportunities for a lot of fashion organizations in the future. In addition, the garment industry is one of the major sectors for economic growth of Bangladesh. The garment industry of Bangladesh is highly recognizable in the fashion world for the cheap manufacturing, low wages and for professionalism.

Due to the increasing demand of fashionable clothing, future trends, environmental changes, Fast fashion, the apparel industry become one of the highly competitive markets in the world. In this essence, Bangladesh garment industry is also competing with major apparel industries from the countries like china, India, Pakistan, and Sri-Lanka.

Therefore to survive in this Competitive market and to take this market globally, fashion organizations need to be very innovative and need to exploit different types of strategy. “Crowdsourcing “is an innovative concept that first arose in 2006, in the wired magazine by Jeff Howe (Marwan Azouri, 2013). The concept of crowdsourcing is recognized not only in IT industries but also valuable in fashion industries all over the world. However, no specific and academic research was found in the terms of using crowdsourcing in Bangladesh fashion industry. Therefore, this remains unclear that how organizations or designers in Bangladesh can utilize crowdsourcing in terms of fashion, creativity, innovation and design.

This paper aims to define, till what extent young designers and fashion entrepreneurs in Bangladesh can utilize crowdsourcing method to achieve creative innovation within their organization by analyzing case studies and by analyzing experts, designers and consumers perspectives in the term of using social media and the crowd for creative and innovative ideas.

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CONTENTS DECLARATION: .................................................................................................................. 1 ABSTRACT……………………………………………………………………………………………………………………………………………2 A C K NOWL EDGEM E NT ........................................................................................................... 9 1

2

3

INTRODUCTION : ........................................................................................................... 11 1.1

OBJECTIVE OF THIS RESEARCH PAPER : ......................................................................................... 13

1.2

Research Questions: ............................................................................................................. 14

LITERATURE REVIEW:BANGLADESH FASHION INDUSTRY : ........................................................... 16 2.1.1

GARMENT SECTOR : ........................................................................................................... 16

2.1.2

THE IMPROVEMENT IN BANGLADESH FASHION INDUSTRY : .................................................... 19

2.1.3

BANGLADESH TRADITIONAL ONLINE FASHION : ..................................................................... 23

2.2

THE IMPORTANCE OF SUSTAINABILITY IN BANGLADESH FASHION INDUSTRY :................................... 25

2.3

THE IMPORTANCE OF STRATEGIC INNOVATION IN B ANGLADESH FASHION INDUSTRY : ....................... 26

2.4

THE IMPORTANCE OF VALUE INNOVATION : ................................................................................. 27

2.5

INVOLVING CONSUMER FOR VALUE INNOVATION IN FASHION :....................................................... 27

2.6

INVOLVING CUSTOMER FOR DESIGN INNOVATION : ....................................................................... 28

2.7

CROWDSOURCING : ................................................................................................................... 28

2.7.1

CROWDSOURCING AS MARKETING STRATEGY :...................................................................... 29

2.7.2

CROWDSOURCING AS BUSINESS MODEL : ............................................................................. 32

2.7.3

CATEGORIES OF CROWDSOURCING: .................................................................................... 33

2.7.4

EVALUATING STANDARD FOR CROWDSOURCED DESIGN: ....................................................... 34

METHODOLOGY ........................................................................................................... 38 3.1

CONCEPTUALIZING RESEARCH PROCESS: ..................................................................................... 39

3.2

PROBLEM IDENTIFICATION PROCESS: .......................................................................................... 41

3.3

RESEARCH INTEREST : ................................................................................................................ 42

3.4

THE AIM OF METHODOLOGY : .................................................................................................... 43

3.5

CONCEPTUALIZING THE PROBLEM: ............................................................................................. 45

3.6

STRATEGIES FOR THE RESEARCH PROCESS : .................................................................................. 47

3.7

INTRODUCTION TO THE PRIMARY RESEARCH : .............................................................................. 49

Interview: ...................................................................................................................................... 49 3.8

FOCUS GROUP SELECTION PROCESS: CATEGORY C ....................................................................... 50

3.8.1

CASE STUDY : .................................................................................................................... 51

3.9

INTRODUCTION TO THE SECONDARY RESEARCH : ........................................................................... 52

3.10

LIMITATION OF THIS RESEARCH PAPER : ....................................................................................... 53 3|Page

3.11

VALIDITY : ................................................................................................................................ 53

Data findings and analysis: Secendery research (Cae study)Tools: SWOT ..................................... 56 TOOLS: BRAND ONION .................................................................................................................... 57 AIMS AND FUTURE GOALS : .................................................................................................................... 58 STRATEGIES: ................................................................................................................................. 61 CROWDSOURCING: ............................................................................................................................... 61 GROWTH STRATEGIES : ...................................................................................................................... 62 MARKETING STRATEGY : .................................................................................................................... 63 COLLABORATION WITH CONSUMERS, DESIGNERS, AND ARTIST : ............................................................ 63 DESIGN INDEPENDENCY : ................................................................................................................... 64 WORD OF MOUTH ............................................................................................................................ 64 UTILIZING SOCIAL MEDIA FOR BRAND IDENTITY ................................................................................... 64 PRODUCT DEVELOPMENT PROCESS: .................................................................................................. 66 HOW THE PROCESS WORKS : .............................................................................................................. 67 MOTIVATION FOR PARTICIPATION: ..................................................................................................... 68 INNOVATION STRATEGY :.................................................................................................................... 69 COST MINIMIZATION : ....................................................................................................................... 70 FLEXIBILITY AND TRANSPARENCY : ...................................................................................................... 71 CONCLUSION: ............................................................................................................................... 72 4

DATA FINDINGS AND ANALYSIS:INTRODUCTION TO PRIMARY RESEARCH : ........................................ 73 4.1

PRIMARY DATA FINDINGS AND ANALYSIS: .................................................................................... 73

4.1.1 4.2

CODING PROCESS: ............................................................................................................ 73

FINDINGS AND ANALYSIS PROCESS: (INTERVIEW ) ........................................................................ 74

4.3 CATEGORY A (PROFESSIONALS): FULL TABLE WITH PARTICIPANT REFERENCE IS DOCUMENTED IN APPENDIX NO . 5................................................................................................................................... 76 4.4

CATEGORY : B (DESIGNERS/ ENTREPRENERS) FULL TABLE WITH PARTICIPANT ’S REFERENCE IS

DOCUMENTED IN APPENDIX NO .6 .......................................................................................................... 78

4.5 FINDINGS FROM INFORMAL DISCUSSION WITH PROFESSOR QIN, (CROWDSOURCING EXPERT ) APPENDIX NO.3: ................................................................................................................................. 80

5

4.6

FINDINGS FROM PERSONAL MEMO DOCUMENTED IN APPENDIX NO. 7 AND 8: ............................. 83

4.7

FINDINGS AND ANALYSIS OF C ATEGORY : C .................................................................................. 85

4.8

SURVEY : APPENDIX NO . 9 ......................................................................................................... 85

RESULT AND DISCUSSION:CROWDSOURCING STRATEGY IN B ANGLADESH ........................................ 91 5.1.1

CURRENT POSSIBILITIES TO UTILIZE THIS STRATEGY FOR BANGLADESH FASHION ORGANIZATIONS: 91 4|Page

5.1.2

MARKETING INFORMATION : .............................................................................................. 94

5.2

POTENTIAL FUTURE POSSIBILITIES OF USING CROWDSOURCING STRATEGY FOR YOUNG ORGANIZATION AND ENTREPRENEURS IN B ANGLADESH : .................................................................................................. 96 5.2.1 5.3

UTILIZING SOCIAL MEDIA/ ONLINE PLATFORM FOR FASHION: ................................................ 96

PREDICTED IMPACTS: ................................................................................................................ 98

6

RECOMMENDATION:.................................................................................................... 101

7

CONCLUSION: ............................................................................................................ 103

REFERENCE : ..................................................................................................................... 105 8

BIBLIOGRAPHY ........................................................................................................... 108

9

APPENDIX: ETHICAL FORM ............................................................................................ 110

10 APPENDIX: 2 E-MAILS INTERVIEWS : CATEGORY: A ............................................................... 113 Participant number- 1 Jenny Jamal, Marketing professor, IUB University ................................. 113 Participant Number – 2 Siadul ISLAM, Marketing manager, MASCO, Audio transcript ............. 115 Participant number-3 Towfiq Ahmed, Merchandiser, ladies department, KOTON.................... 118 Participant: 4 Maruf Limon, Merchandiser, MASCO ................................................................... 121 11 APPENDIX: 3 ............................................................................................................. 124 Audio Transcript of the discussion with Professor QIN .................................................................. 124 12 APPENDIX: 4 ............................................................................................................. 129 E-mail interviews of Category: B (designers and entrepreneurs) ................................................... 129 Participant number-1: Dilshad Sharmin...................................................................................... 129 Participant number-2: Zakiya Urmee, Designer, HIJIBIJI ............................................................ 133 Participant Number- 3, Sahal faisal VIA MAIL Young entrepreneur, Set-go-tex......................... 135 Participant number-4 ,Towkir Mahmud, Young Entrepreneur, Set-go-tex ................................ 138 Participant Number- 5, Pavel Anik, Young entrepreneur, Ape International ............................. 141 13 APPENDIX: 5 MANUAL CODING ANALYSES: .................................................................. 144 Analysis Table: FULL VERSION......................................................................................................... 144 Findings Primary data (Category: A) Coded (All the interviews are documented in Appendix) TABLE-1 Stage: 1 ..................................................................................................................... 144 14 APPENDIX: 6. MANUAL CODING ANALYSIS .................................................................. 148 15 APPENDIX: 7 (PERSONAL MEMO CODING PROCESS) .............................................................. 153 CASE STUDY ..................................................................................................................................... 153 15.1

Participant jenny Jamal (marketing professor) ................................................................... 154

15.2

Participant: Saidul Islam (marketing manager)................................................................... 156

15.3

Participant: Towfiq Mahmud (Merchandiseur) .................................................................. 158

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15.4

Participant: Maruf limon (Merchandiseur) ......................................................................... 159

15.5

Coding memo Category: A: Observer Comment................................................................. 161

16 APPENDIX 8 CODING ANALYSIS OF CATEGORY: B (DESIGNERS AND ENTREPRENEURS) ............. 162 Dilshad sharmin (designers) ............................................................................................................ 162 16.1

Category: B Observer comment .......................................................................................... 163

17 APPENDIX 9: SURVEY ANALYSIS REPORT: ........................................................................... 164

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FIGURES LIST: Figure 1 Bangladesh clothing Import growth 2006-2014, source: Bangladesh Bank ........................... 17 Figure 2 Bangladesh export growth 2006-2014, Source: Bangladesh Bank ......................................... 17 Figure 3 McKenzie CPO survey, September-November, 2011 (Dr.Achim berg, 2011) ......................... 18 Figure 4 Top 15 clothing exporters (2013) and growth rate (2005/2013 (John pickles, 2015) ............ 18 Figure 5 Designed by SCICCOSO, 2016.................................................................................................. 19 Figure 6 Deigned by SCICCOSO, 2015 ................................................................................................... 19 Figure 7 Designed by Arong .................................................................................................................. 20 Figure 8 Designed by BIBI Rasel 2016 ................................................................................................... 20 Figure 9 Traditional Khadi fabric contrast with western style, SCICOSSO, 2015 .................................. 21 Figure 10 designed by Sharukh Amin, Khadi festival2016 .................................................................... 22 Figure 11 Collaboration with the Designer Purvi Doshi, 2014, Ponds Lustrous Fashion show ............ 22 Figure 12 Yellow official website .......................................................................................................... 23 Figure 13 SCICCOSO FACE BOOK PAGE ................................................................................................. 24 Figure 14 Arong official webpage ......................................................................................................... 24 Figure 15 Components of a new game strategy (Afuah, 2009), Page: 18 ............................................ 26 Figure 16 Consumer participation process in Organization Via crowdsourcing, Cited from (Euncha Chun, 2014) ........................................................................................................................................... 29 Figure 17 key issues in the marketing/entrepreneurship interface, Cited from (David carson, 1995) 29 Figure 18 Graphical representation of the text crowdsourcing as marketing strategy, Nasir, 2016 ... 31 Figure 19Cut on your bias ..................................................................................................................... 32 Figure 20 Stich collective website ......................................................................................................... 33 Figure 21 Threadless website ............................................................................................................... 33 Figure 22 Graphical representation of the text .................................................................................... 34 Figure 23 the advantages of using crowdsourcing business model in fashion. Nasir 2016, Cited from: (Eunha Chun S. S., 2014) ....................................................................................................................... 36 Figure 24 research process, Nasir2016,cited from (Walliman, 2009) .................................................. 39 Figure 25 Problem identification process, Moontaha Nasir, 2016 Cited from (Martin, 2009)............. 41 Figure 26 strategy identifying process, Moontaha Nasir, 2016 ............................................................ 43 Figure 27 Mind map, Conceptualizing situation, Moontaha Nasir, 2016 ............................................. 46 Figure 28 Mind map Predicted impact of the selected situation, Moontaha Nasir, 2016 .................. 47 Figure 29 Research Strategy, Moontaha Nasir, 2016 ........................................................................... 48 Figure 30 SWOT Analyses, Nasir, 2016 ................................................................................................ 56 Figure 31 Brand Onions, Nasir, 2016 .................................................................................................... 57 Figure 32 Threadless revenues and unit sold from 2002-2007 (in thousand) (Karim Lakhani, 2008) .. 58 Figure 33 Threadless, Look book .......................................................................................................... 60 Figure 34 Graphical representation of the text, Nasir, 2016 ................................................................ 61 Figure 35 Growth strategy of, Threadless Moontaha Nasir, 2016 cited from (Howe, Crowdsourcing , 2009) ..................................................................................................................................................... 62 Figure 36 Marketing strategies, Moontaha Nasir, 2016 Cited from (Karim Lakhani, 2008) ................. 63 Figure 37 Threadless Twitter page, 2016 .............................................................................................. 65 Figure 38 Threadless Pinterest page, 2016 ........................................................................................... 65 Figure 39Threadless Facebook page, 2016 ........................................................................................... 65 Figure 40 Threadless Instagram page, 2016 ......................................................................................... 65 Figure 41 Product development process, Moontaha Nasir, 2016 cited from (Threadless, 2016)........ 66

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Figure 42 Rating process, Threadless websites .................................................................................... 67 Figure 43 an example of a design brief, Threadless website, April 1, 2016 ......................................... 68 Figure 44 Threadless Cost minimization strategy, Nasir, 2016 ............................................................ 70 Figure 45 Threadless design, Design by radio mode ............................................................................ 71 Figure 46 Data analysis method (Saldana, 2009) .................................................................................. 73 Figure 47 Example of findings of similarities in primary data ............................................................... 75 Figure 48 Graphical representation of the transcript of the interview of Professor Qin, 2016 ........... 80 Figure 49 Graphical representation of the transcript of the interview of Professor QIN, 2016........... 80 Figure 50 graphical representation of the transcript, Professor, Qin 2016 .......................................... 81 Figure 51 graphical representation of the transcript, Professor Qin, 2016 .......................................... 81 Figure 52 Graphical representation of the transcript Professor Qin, 2016 .......................................... 82 Figure 53 Preference of consumer shopping, Chart ............................................................................. 85 Figure 54 How often consumers visits online fashion pages, Chart ..................................................... 85 Figure 55 Consumer age group chart.................................................................................................... 86 Figure 56 Gender of the consumers Chart............................................................................................ 86 Figure 57 online shopping trust issues of consumer chart ................................................................... 86 Figure 58 Difficulties of online shopping chart ..................................................................................... 87 Figure 59 consumer commitment chart for feedbacks ........................................................................ 87 Figure 60 Consumer willingness chart .................................................................................................. 88 Figure 61 Design skills chart .................................................................................................................. 88 Figure 62 consumer opinion chart of product options ......................................................................... 89 Figure 63 graphical representation of the text the result, Nasir, 2016) ............................................... 92 Figure 64 Graphical representation of the text, Nasir 2016 ................................................................. 93 Figure 65 Graphical representation of the text, Nasir, 2016 ................................................................ 95 Figure 66 Graphical representation of the text, the possibilities of using crowdsourcing strategy, Nasir, 2016 ............................................................................................................................................ 98 Figure 67 Predicted impacts of crowdsourcing strategy, Nasir, 2016 .................................................. 99

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A CKNOWLEDGEMENT

Firstly, I would like to thank Almighty Allah for giving me the patience and capacity to put a hard endeavor with great devotion in this project. I would like to express my gratitude to my supervisor Bruce Montgomery for his remarkable guidance and for his continuous encouragement and trust on me. I would like to acknowledge his engagement and patience throughout the whole semester and helping me to stay focused. His vision, suggestions, and advice exceptionally helped the research process. Furthermore, I would like to thank Professor Elizabeth MacLarty for her influence on strategic innovation and creativity and for pushing me to think out of my comfort zone.

I would like to express my gratitude to Professor Sheng-Feng Qin, for giving me his valuable time and sharing unique perception about crowdsourcing strategy. I am grateful to Professor Mersha Aftab for sharing her ideas on the research analysis process. I am grateful to the participants who gave their valuable time to this project and shared their important thoughts in the interview. Likewise, I would like to thank the participants of the survey who have willingly shared their precious time during the process.

Besides, I would like to thank all my friends who helped me and supported me through this project. Lastly, I would like to thank my Family who was tremendous support and strength of this project specially my father who tremendously encouraged me and to my mother for her constant care and prayer.

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INTRODUCTION

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1 INTRODUCTION : Bangladesh is one of the densely populated countries in Asia pacific region with a huge population. This illustrates the high demand for clothing in general. The Retail industry can be considered as the traditional business in Bangladesh. Textiles have been an important part of Bangladesh’s economy for a very long time. Bangladesh is the 4th largest clothing exporters and importers in the world. (WTO, 2015). Now Bangladesh is establishing an influential name among the biggest clothing sectors of the world. This Growth of garment industry in Bangladesh is making a lot of opportunities for national and international organizations to explore the market from the different edge.

This positive aspect helped garment organizations in Bangladesh to gain experience and evolve themselves in the manufacturing field and also in the fashion field. (Apu, 2010) Furthermore, this aspect also led this country’s generation to look at fashion from a positive aspect and influenced organizations to come up with more innovative and creative ideas.

The new generations of creative designers are emerging to lead the country from fashion perspectives and representing Bangladesh at the international level with their creativity and design. These famous designers are not only influencing young creative people for fashion but also inspiring them to start their career as fashion designers.

However, the lack of expertise in management, the high cost of production, lack of sustainability, energy crisis and global recession can be considered as the major drawbacks of this evolving industry. (Md. mazedul Islam, 2013) These issues are not only affecting the garment industries but also becoming major problems for new organizations and entrepreneurs.

To overcome these problems and remain through the complicated situation is one of the major challenges for creative organizations. (Paul A. Schumann, 1994) Therefore, fashion organizations need to be more innovative and have to take creative strategical approaches to utilize the fashion market of Bangladesh and for the expansion of their business. Besides, now days fashion organizations are moving from the dependency on only designer’s creativity and skills to open innovation to achieve sustainable growth in the fashion

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industry. This aspect is a remarkable shift from the traditional fashion business. (Euncha Chun, 2014) On the other hand for young entrepreneurs and fashion designers “Crowdsourcing” is a major breakthrough and new terms of doing creative business in the fashion industry. Even though western organizations use crowdsourcing as a marketing strategy and business model yet, Crowdsourcing can offer significant opportunities for the development of the fashion industry in general. Where other western fashion organizations and Asian countries like India, China are exploring crowdsourcing and open innovation to utilize the creative customer for design innovation and sustainability in their organizations, no specific and academic research were found in the terms of using crowdsourcing in Bangladesh fashion industry. Therefore, this remains unclear that how organizations in Bangladesh can utilize crowdsourcing in terms of fashion, creativity, innovation and design.

To address the above-mentioned research gaps, this paper attempts to explore the functionality of a creative strategy “Crowdsourcing” and the potential possibilities of using crowdsourcing strategy in the fashion industry of Bangladesh.

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1.1 OBJECTIVE OF THIS RESEARCH PAPER: 

The objective of this research paper is to obtain deep understanding of crowdsourcing practices by analyzing literature review and case study of crowdsourcing in fashion industries, in business, and as marketing strategy to understand how this technique can be useful for fashion organizations in Bangladesh to improve creativity, value innovation and product development.



The research paper also aimed to shed some light on the future possibilities and limitation of using crowdsourcing in Bangladesh fashion industry from different perspectives to provide ideas of how young entrepreneurs or designers can utilize this technique in their organizations for achieving innovation and creative ideas through social media.



The finding of this research paper will contribute to build creative business and fashion organizations evolving around crowdsourcing and open up new ways to conduct more in-depth research on the field of utilizing open innovation technique for improving Bangladesh fashion industry.

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1.2 Research Questions: 

What is the value of innovation in fashion?



Can this technique increase the value of the product?



What can be the threats?



Why crowdsourcing not being utilized in Bangladesh fashion organizations till now?



Can this technique play a role to develop the fashion scenario of Bangladesh?



Can this technique can be able to build sustainability in the fashion industry?



Can small creative companies in Bangladesh utilize this business model to achieve success in the era of fast fashion?



Can this marketing technique will be able to increase people’s perception on the value of the product?



Is it a threat for professional creative people in Bangladesh or an opportunity to change the creative sector of Bangladesh?



What are the future possibilities in Bangladesh to use Crowdsourcing?



Is this marketing technique is already available in the market in Bangladesh?



What are the attitudes of consumer towards the term “Crowdsourcing”?

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LITERATURE REVIEW

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2 BANGLADESH FASHION INDUSTRY: 2.1.1 GARMENT SECTOR:

In this tough economic situation, global SPA brands are rapidly expanding their business.

This is affecting the fashion industry and making huge competition for fashion organizations.

(Eunha Chun S. s., 2014) This competitive market is the main driver of Bangladesh garment industry.

Research illustrates that, 45% of industrial employment in Bangladesh is provided by the garment industry and also 5 % of total national income comes from this sector (Md. mazedul Islam, 2013). This aspect emphasizes that Bangladesh is highly dependent on the garment sector. The garment industry earned total approximately US $19 billion in the year 2012 (Md. mazedul Islam, 2013) and the amount reached to US$24.5 billion by the year 2013-2014 by achieving 80% of the nation’s exports. (Fashion, 2011) Furthermore, it has been predicted that the retail growth of Bangladesh garment industry will reach to US$ 37 Billion by the year 2020 (International, 2014) . And now Bangladesh garment industry is the second largest apparel exporters next to china and 4th largest exporters and importers of clothing in the world. (WTO, 2015).

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International fashion brands like Prime mark, Zara, C&A, Mango, Bonmarche, El Corte Ingles, Loblaw, Mascot, Camaieu, Premier Clothing, Inditex, Next, H&M, Gap, Nike, Levis, Walmart and much more are the main buyers of Bangladesh clothing manufacturing industry. (Islam, 2015). This aspect of the garment sector indicates the expertise of human resource in fashion and also creates huge opportunities for fashion markets nationally and internationally.

Besides, the garment sector of Bangladesh is currently competing internationally with the world biggest industries from the countries like China, India, Pakistan and Shri Lanka. Apart from that, several types of researches identify that china, India, Vietnam and Cambodia can be the major competitors of Bangladesh garment industry (Hassan, 2013).

Figure 1 Bangladesh clothing Import growth 2006-2014, source: Bangladesh Bank

Figure 2 Bangladesh export growth 2006-2014, Source: Bangladesh Bank

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Figure 3 McKenzie CPO survey, September-November, 2011 (Dr.Achim berg, 2011)

Figure 4 Top 15 clothing exporters (2013) and growth rate (2005/2013 (John pickles, 2015)

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2.1.2 THE IMPROVEMENT IN BANGLADESH FASHION INDUSTRY: The aspect of strong economic growth and international presence of Bangladesh garment industry created a major change within the fashion organizations. The expertise of production, selling and managerial techniques influenced western and traditional fashion organizations like Yellow, Artisti, SCICCOSO, Esctasy, Dorjibari, Raid, Colourose, Twelve, Artisan, and many more to establish their brands nationally and aimed to establish internationally. Even though over the past few years Indian textiles steadily losing their shares to Bangladesh textiles, (United, 2014)yet, India always have been a major inspiration and influence of fashion in Bangladesh fashion industry. As India, Pakistan and Bangladesh shares almost same culture, tradition and believes, therefore, the latest Indian trend, colors, prints, and silhouette, plays a major inspiration among the designers of Bangladesh.

Figure 6 Deigned by SCICCOSO, 2015

Figure 5 Designed by SCICCOSO, 2016

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Figure 7 Designed by Arong

Apart from that, traditional handicrafts also play an inspiring role for designers for making their collections. Organization like Arong, jatra, Desi Dosh, Shada kalo and many more fashion brands promote ethical fashion with the value of the product by representing handicrafts products.

Not only fashion organizations but also fashion designers are also emerging to create a competitive market within Bangladesh garment industry. Designers like BIBI Rassel, Mahin Khan, Shahrukh Amin, Salina Deepa and much more are not only trying to capture the local market but also representing Bangladesh in the fashion Figure 8 Designed by BIBI Rasel 2016

world. (Asia, 2016). New creative designers are

participating in international fashion shows and collaborating with international designers to show their creativity (Shahriyar, 2015).

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Figure 9 Traditional Khadi fabric contrast with western style, SCICOSSO, 2015

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Figure 10 designed by Sharukh Amin, Khadi festival2016

Figure 11 Collaboration with the Designer Purvi Doshi, 2014, Ponds Lustrous Fashion show

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2.1.3 BANGLADESH TRADITIONAL ONLINE FASHION: In recent years technology and the Internet dramatically changed the scenario of the fashion business all over the world. The easy access to the Internet, smart devices, social media not only speed up the usage of Internet for shopping purpose but also created exclusive opportunities for fashion organizations. (Saoud Djelassi, 2013) These possibilities also can be found in the fashion industry of Bangladesh. Research indicates that in Bangladesh the growth of online retailing is growing rapidly and retailers are now moving towards online websites and started utilizing it to interact with customers. (Howladar, 2012) The use of social media has influenced fashion in a large way. Now people can share their ideas, concerns, taste, and preference in the easy and fast way. Furthermore, in Bangladesh, some customers highly prefer online shopping for quickness and cheap price (Howladar, 2012). However, this aspect made the process really fast like other countries. Limited stock, cheap price and for the quickness customers are having impulsive buying pattern without understanding the value of the product (Vertica Bhardwaj, 2009).

Figure 12 Yellow official website

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Figure 13 SCICCOSO FACE BOOK PAGE

Figure 14 Arong official webpage

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2.2 THE IMPORTANCE OF SUSTAINABILITY IN BANGLADESH FASHION INDUSTRY: With the production of small seasonal collection and the expansion of product range, each year fashion retailers from all over the world are influencing customers to buy clothes more frequently (Sydney, 2008) cited in (Vertica Bhardwaj, 2009) As a result, the whole system became really fast and consumers are not having value for the product and they are throwing away old merchandise as quickly as they buy new one. This whole process is leading fashion industry to unsustainability (Vertica Bhardwaj, 2009).

On the other aspect, as a solution of this phenomenon, organizations are providing organic product and recycling clothes. (Jannet Hethorn, 2008) Yet, researchers identify that another solution can be to make a connection with the product and customer psychologically so that customers understand the value of the product and buy less and care more. In addition to this, research illustrates that involving the customer in the making of the product can build brand awareness and increase the product value. (Howe, Crowdsourcing , 2009) Therefore, it can be said that, if Bangladesh fashion organizations use customers for product development, or design or gather creative ideas, they can create value for the product, which can ultimately ensure the quality of the product and can create sustainability in Bangladesh fashion industry.

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2.3 THE IMPORTANCE OF STRATEGIC INNOVATION IN BANGLADESH FASHION INDUSTRY : Strategic innovation can be explained as the game-changing innovation in products or services, in business models or positioning of a brand to achieve competitive advantages.

Moreover strategic innovations are set of organized activities or decisions that can help the organization to create value in a new way (Afuah, 2009).

In the progressive world of business and complicated market, where building strategies are not enough, it is the perpetual revival of creative solutions that can be considered as the ultimate differentiator of survivors (hampden-Turner, 2009). And when it’s a case of fashion organizations, strategies plays one of the most important roles for the survival of the competitive market where supply and demand are comparatively high.

However Fons Trompenaars and Charles Hampden-truner (2009) explained in their book “Innovating in a global crisis” that “any crisis can create new opportunities to meet those crises”. And those opportunities have to be utilized in a strategic manner. While organizations try to achieve competitive advantage by strategic innovation they need to understand what type of function of activities the firm can perform, what value it will create and how much value it will be able to capture. This function of activities can be explained in four components. (Afuah, 2009)

Figure 15 Components of a new game strategy (Afuah, 2009), Page: 18

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2.4 THE IMPORTANCE OF VALUE INNOVATION: From a strategic aspect, innovation can be defined as the use of technology and creativity in order to enhance the superiority of the product or service, which can provide value for money. Innovation also can be explained as the changes and adoption within the organization. (Douglas West, 2010).

On the other aspect, value innovation does not only focus on outdoing competitors with superior product/service, an organization also can locate unique market through reverse positioning by taking advantage of the attributes that are not been expected (Afuah, 2009).

For example, value creation using customers in a country where organizations yet not adopted crowdsourcing. Besides open innovation or crowdsourcing can be considered as a major phenomenon and expected to become the center of more strategies. (Afuah, 2009)

2.5 INVOLVING CONSUMER FOR VALUE INNOVATION IN FASHION: Recent research illustrates that if organizations can come up with mutual interaction process, they can achieve value innovation, Ballantyne et al. (2006) cited in (Jing Zhang, 2015). And this type of interaction can take place in various levels of organizations, for example, business process, production, marketing, retailing, sales service etc. Duray (2002) cited in (Jing Zhang, 2015). In this essence, research emphasis the fact that in this generation, people are not only can be considered as the customer but they can be considered as co-designer, co-marketer, and co-seller at the same time. Jang, Koe, et al (2013) cited in (Eunha Chun S. S., 2014) On the other hand, the organization should consider collaborating with the customer for value innovation because they are the “significant actors of organizations network� (Saoud Djelassi, 2013). In this mutual collaboration process, customers are considering as a great value to provide important market information, creative ideas, and knowledge for the firm.

This aspect also helps customers to undertake useful and factual projects provided by the organization (Arnold, 2005) cited in (Saoud Djelassi, 2013).

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2.6 INVOLVING CUSTOMER FOR DESIGN INNOVATION: Generally, fashion organizations appreciate the individual creativity and experience or sense to evaluate design Entwistle (2009) et al cited in (Eunha Chun, 2014).Moreover DellEra & Vergantu (2010) argued that design is one of the most important and valuable strategic assets in a fashion organization and can have direct link with the company’s success. On the other hand, research indicates that to achieve innovation organizations needs to consider identifying creative individuals (hampden-Turner, 2009). This aspect highlights that if Bangladesh fashion organizations can provide consumer’s opportunities to show their creativity then fashion organizations will be able to achieve unique designs as well as talented designers which will ultimately lead the development of Bangladesh fashion industry.

2.7 CROWDSOURCING: Crowdsourcing is a major phenomenon, widely discussed in marketing and business literature over the years. However in recent years, it became a creative strategy for fashion organizations all over the world.

In the fashion business, it is a co-creation process where organization creates challenges and opportunities for the crowd in online platforms, and customers offer solution/ideas by participating in those challenges via same online platforms (Braham D. c., 2010) . The ideas or solution gets selected by the online voting process or ranking and at the end; the professionals of the company improve the idea into the final product. (Schreier, 2012) Moreover organizations do successful business by selling the product back to the crowd (Braham D. c., 2010) .Several types of research indicate that consumer participation can work as an encouragement to buy the product (Euncha Chun, 2014).

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Figure 16 Consumer participation process in Organization Via crowdsourcing, Cited from (Euncha Chun, 2014)

2.7.1 CROWDSOURCING AS MARKETING STRATEGY : Big organizations and corporations use crowdsourcing usually as the marketing strategy.

Organizations like P&G, Dell, Unilever, I-stock photo, 99design, Starbucks and much more popular companies are using crowdsourcing to promote their product (Jacques Digout, 2013). This technique can be considered as an effective technique of marketing which is also able to reduce cost (Rimantas Gatautis, 2014). Moreover crowdsourcing can create interrelationship between entrepreneurship and marketing by providing innovation, change and opportunities (David carson, 1995) .

Figure 17 key issues in the marketing/entrepreneurship interface, Cited from (David carson, 1995)

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Crowdsourcing can provide a huge opportunity for small organizations to interact with large potential consumer groups and crowdsourcing can be considered as a cheaper way of collecting marketing related information. (Rimantas Gatautis, 2014) Three major areas of crowdsourcing application in marketing activities are 

product development



promotion advertising



Marketing research

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Figure 18 Graphical representation of the text crowdsourcing as marketing strategy, Nasir, 2016

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2.7.2 CROWDSOURCING AS BUSINESS MODEL:

While organizations use social media and internet to utilize crowdsourcing for promoting their brands, some organizations go further and take it as not only marketing strategy but also as business model. researches

on

Several marketing

management and innovation reflect the use of crowdsourcing as business model (Saoud Djelassi, 2013).

The developed technology and web 2.0 generation made it easy for organizations to utilize consumers in fashion innovation. (Eunha Chun S. S., 2014). Apart from building strong identity crowdsourcing is also very effective strategies for Figure 19Cut on your bias

fashion

organizations

to

differentiate themselves in the competitive market. In the fashion industry crowdsourcing technique usually effective for mass produce products. Such as, clothes, t-shirts, bags, accessories etc.

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2.7.3 CATEGORIES OF CROWDSOURCING: The use of crowdsourcing technique can differ from the company’s goal of using crowds.

Researchers conceptualized the use of crowdsourcing in the fashion industry in two categories.

1. The collective form 2. The selective form 2.7.3.1 THE COLLECTIVE FORM : In this technique organization provides the brief online, and according to the brief users submit design that are voted by the users/consumers of the company. Ex: Thread less, Stitch collective, Mod cloth. Cut on your bias (Eunha Chun S. s., 2014)

Figure 21 Threadless website

Figure 20 Stich collective website

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2.7.3.2 SELECTIVE FORM : Usually to understand the customers need and to re-positions its brand, organizations utilize selective form of crowdsourcing. For example a design campaign involving consumers (Lee, 2011) cited in (Eunha Chun S. s., 2014) this process is effective for promotional activities.

2.7.4 EVALUATING STANDARD FOR CROWDSOURCED DESIGN: For evaluating crowdsourcing design five criteria were selected in the research paper of “A decision model development for crowdsourcing in the fashion industry� (Euncha Chun, 2014).

Figure 22 Graphical representation of the text

To evaluate the crowdsourced design this five major steps are usually taken by the organizations. On the first step, the organization needs to understand whether the design is suitable for the brand and different from existing product, seasonal concept, and target customers accessibility (Euncha Chun, 2014). On the design Excellency, organizations evaluate the color Excellence, creativity, material excellence, pattern; texture etc. for the production efficiency, organization evaluates mass production possibilities, profitability, and

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lead time. For the additional management consideration, organizations check the clarity of the copyright, selection of human resources, and brand sustainability.(Euncha Chun, 2014) .

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Figure 23 the advantages of using crowdsourcing business model in fashion. Nasir 2016, Cited from: (Eunha Chun S. S., 2014)

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METHODOLOGY

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3 METHODOLOGY Descriptive research is a precise way to analyze a particular situation, Problem, Phenomenon, program or strategy, living condition of a community or people perception and attitudes towards an issue. (Kumar, 2011) As the research is aimed to understand a particular business and marketing strategy and aimed to conduct a research to identify the possibilities of using this strategy for achieving design innovation and creative ideas within organizations of Bangladesh, therefore this research can be considered as a descriptive study.

Qualitative research methods contain comprehensive information from a small group of people and appropriate in the situation where availability of the sources are limited to gather information from (Harding, 2013). Therefore, this research paper was designed with qualitative research method.

Bangladesh Garment industry is comparatively small and as garment industry is one of the fastest industries in the world, people related to it are extremely busy. In addition to this, the research took place in the UK, Newcastle; therefore, there was limited possibility to peruse the research in a field process.

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3.1 CONCEPTUALIZING RESEARCH PROCESS:

Figure 24 research process, Nasir2016,cited from (Walliman, 2009)

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Conceptualizing research design

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3.2 PROBLEM IDENTIFICATION PROCESS: Design thinking is a strategic tool to conduct research in a way that it enables movement in the knowledge funnel to establish long-term advantage. (Martin, 2009) Furthermore it is a creative approach that provides framework to solve problems. For this research paper the initial stage was to explore vast area of topic which is related with the researcher’s interest and future plan.

After analyzing the area which the researcher wants to explore and according to experience and profession, the area of research was selected. Analytical thinking and intuitive thinking were used to identify a lot of situation which needs to be researched. This continues process of using design thinking in knowledge funnel helped researcher narrowing down the concept and identify the final research problem. Brainstorming, Mind map, literature review, and discussion were used to conduct this research stage.

Figure 25 Problem identification process, Moontaha Nasir, 2016 Cited from (Martin, 2009)

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3.3 RESEARCH INTEREST : Curiosity is interrelated with problem-solving skills and methods which enable researchers to find new connections and inspiration for the topic. (Curedale, 2013) Furthermore, Curiosity was one of the main motivations for researching unexplored topics. The specific curiosity on fashion, marketing strategies, brandings, technology and personal responsibility lead the research to the main topic.

For creative thinking brainstorming is one of the popular methods. Brainstorming helps to research a larger area or to identify the area which needs to be explored in a border context. (Curedale, 2013) Therefore, Brainstorming was used to identify the research area.

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3.4 THE AIM OF METHODOLOGY : Research on marketing, branding, and strategies pointed out four major areas which are the center of any innovation and strategies.

Figure 26 strategy identifying process, Moontaha Nasir, 2016

This exercise inspired to conduct more research on marketing strategies, value innovation with consumer involvement, and sustainability.

This aspect leads the research on

understanding different strategies as a fashion manager.

In this exercise, the research areas started to take a shape of a problem or situation. As mind maps are interesting way to process thinking, several mind maps were used to build the problem visually.

The 1st and the 2nd mind map were created to reflect upon the major marketing techniques that can be effective to build brands. Furthermore, while analyzing marketing strategies with fashion, open innovation become a major research area.

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2 1

Bangladesh fashion industry:

Crowdsourcing

Negative and positive aspects

3

4

Keeping the logical aspect of the four major areas of design thinking, 3 rd mind map identified Crowdsourcing as a creative marketing strategy which is interrelated with open innovation and the involvement of People, utilizing technology, new business model and can create sustainability for the safety of the environment. Furthermore, it pointed out some 44 | P a g e

interesting factors like creating new opportunities for designers, new online platforms, fashion brands, innovation design and how it can effect fashion organizations positively.

The 4th mind map was created to understand the positive and the negative factors of Bangladesh fashion industry. Some of the factors contributed directly to the problem analysis process. For example, the export-import dependency, cheap manufacturing rate, fewer opportunities for designers, less innovation within organizations, safety issues in the garment industry, unsustainability etc.

The above thinking is the solid base of the whole research process.

3.5 CONCEPTUALIZING THE PROBLEM: Connecting crowdsourcing with Bangladesh garment industry was an interesting aspect as it was a connection with rational thinking with curiosity. While crowdsourcing is a new business model worth learning, on the other hand, as a fashion manager, understanding new branding strategies for Bangladesh fashion industry was another goal. Combining these two areas were a new proposed process of creative thinking.

The 5th mind map was created with the influence of the positive aspect of using crowdsourcing in Bangladesh fashion environment. This mind map was created to predict the future possibilities of using crowdsourcing in Bangladesh fashion industry. This process also identified the complicated situation and the demand for proper research in the particular area.

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5

Figure 27 Mind map, Conceptualizing situation, Moontaha Nasir, 2016

The 6th mind was created an incomplete concept of the prediction of the ultimate achievements from this research paper.  Utilizing growth, marketing and value innovation strategies to increase profitability in the fashion organization in Bangladesh  Creating new market opportunities for fashion entrepreneurs and designers and also to create a chance to improve their skills.  Understanding new business model  Achieve managerial experience  Improving internet shopping experience.  Involve consumers for value innovation to create sustainability.

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6

Figure 28 Mind map Predicted impact of the selected situation, Moontaha Nasir, 2016

3.6 STRATEGIES FOR THE RESEARCH PROCESS: The main strategies to conduct this research process in a creative manner were inspired from the main phases of design thinking. This stage helped the research paper to plan the data collection process. As qualitative data collection process involves collecting data from human interaction (focused group) and from other materials like documents, books, and journals, (Harding, 2013) there are always possibilities of collecting irrelevant data Therefore, the whole process needed a proper strategy to conceptualize the data collection process. Coding will be conducted to analyze the data.

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Figure 29 Research Strategy, Moontaha Nasir, 2016

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3.7 INTRODUCTION TO THE PRIMARY RESEARCH: 1. Interview 2. Survey 3. Case study 

The interview: As interview often gives the opportunity to participants to demonstrate their thinking and knowledge in a border way, thus, number of different types of interview was decided to be conducted so that vast area of information can be covered. Having made this decision, semi-structured interview was selected because it is appropriate in many research situations, effective for new researchers and contributes to produce the “richest” data (Harding, 2013).





Email based interview



Electronic interview

Survey : Survey was developed to support the theory of this research paper.

Interview: The interviews were categorized into three sections.

1. Category A - Experts/ professionals 2. Category B - Designers/ Yong entrepreneurs 3. Category C - Survey of consumers 3.7.1.1 FOCUS GROUP SELECTION : CATEGORY A Bangladesh 

Marketing manager from MASCO



Merchandiser from MASCO



Merchandiser from KOTON

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

Marketing professor from IUB

Newcastle 

Crowdsourcing professor from NORTHUMBRIA UNIVERSITY

3.7.1.2 FOCUS GROUP SELECTION PROCESS : CATEGORY B (B ANGLADESH ) 

2 designers



3 young entrepreneurs

3.8 FOCUS GROUP SELECTION PROCESS: CATEGORY C For understanding the popularity of online fashion in Bangladesh and finding out the attitudes towards online platforms or opportunities from the consumer perspective, an online survey was conducted. The survey was designed in a sense that, participants feel simple and easy to conduct. It was made with simple English so that most of the people feels friendly and understandable. The focus group was identified by using researcher’s social media connections. As social media can play an important role to communicate with people in the fast and easy way, and as the research were very important to conduct in Bangladesh consumers, therefore social media were used as a strategical tool to identify participants.

The interview was designed in such way that participant has to answer each question and then move to another one.

The survey was designed to achieve information about:  Preference of consumers  Time they spend on the internet  Trust issues  Things that can be threat/ Importance of experience  Commitment  Willingness to participate  Skills 50 | P a g e

 Motivation Participants were selected in the with the thought process of: 

Professionals



University student



Consumer

3.8.1 CASE STUDY: The case study on “Threadless” was built in order to contribute to the theory of the researcher. (Harding, 2013)The case study was created so that people can understand the concept of using Crowdsourcing as the business model and as the marketing strategy for establishing a successful business for entrepreneurs and for fashion designers.

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3.9 INTRODUCTION TO THE SECONDARY RESEARCH: To understand the topic and to gain in-depth knowledge about the situation, secondary research was conducted for this paper (Walliman, 2009). Moreover, as secondary research is valuable for providing a partial commentary on the situation and can provide experts viewpoints on the particular situation, secondary data were useful to build the literature review. 

Books



Journals



Articles



Websites



Videos



Magazines



newspapers

3.9.1.1 RESEARCH OBJECTIVES OF LITERATURE REVIEW : Exploration strategy was used to conduct this research. As the proposed topic is relatively unexplored domain it was very important to explore the existing data, past theories, and information about the Bangladesh garment industry. The literature review is aimed to build a concept of how to utilize strategies for value innovation in the developing country like Bangladesh. Moreover literature review was conducted to make an argument of why Bangladesh garment industry needs strategies to achieve value innovation within young creative organizations. The literature review will give insight knowledge of “Crowdsourcing” as a marketing strategy and as a business model to understand the process, the advantages and the reasons for utilizing these strategies for achieving creative ideas for design innovation and product development process in Bangladesh fashion organizations.

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3.10

LIMITATION OF THIS RESEARCH PAPER:

The concept being presented in this research paper has limited information and also very extensive and complicated area which was built with hypothetical concepts which are impossible to test in master thesis level because of the limitation of time and resources.

However by understanding the perspectives of related personal of Bangladesh garment industry and by understanding the opinions of experts from the UK, this paper can be presented in a creative way.

On the other hand, the findings of the case study cannot be considered as the ultimate result of this research paper, rather than it can be considered as an example to show the possible impacts of using crowdsourcing strategy on fashion organization in real life.

3.11

VALIDITY:

Collecting and analyzing data is highly depended on the particular subject as researcher argued that there is no “right way� of analyzing the data also; (Auerbachian and Silverstein, 2003) cited in (Harding, 2013). The authenticity of the interview was developed by keeping the email as document and face to face interviews will be recorded with audio recording.

The survey was created with online survey platform 4screen.net.

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DATA FINDINGS AND ANALYSIS

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CASE STUDY ANALYSIS

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Tools: SWOT

Figure 30 SWOT Analyses, Nasir, 2016

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TOOLS: Brand onion

Figure 31 Brand Onions, Nasir, 2016

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AIMS AND FUTURE GOALS : 

To be one of the largest communities based Design Company in the world. (CEO, Jake Nickell, 2013)1

COMPANY SLOGAN : “Make great together”

ANNUAL GROWTH: Approximately $ 23 million and with 35% profit margin and on growing creative community. (Karim Lakhani, 2008) . Threadless sells more than 120,000 t-shirts a month.2

Figure 32 Threadless revenues and unit sold from 2002-2007 (in thousand) (Karim Lakhani, 2008)

PRODUCTS: Even though many researchers identify this organization as t-shirt company, recent research illustrates that Threadless expanded their product category in diverse way.

1 2

https://www.youtube.com/watch?v=JCarGvR74Ko http://www.chicagomag.com/Chicago-Magazine/July-2012/How-Jake-Nickell-Built-His-Threadless-Empire/

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Product categories: 

Men



Women



Home



Accessories



Kids



Babies



Toddlers



Gift cards



Artist shops



Collections

TARGET CUSTOMER : Threadless target customer is their members of Threadless community, new designers, and young generation age group 18 and up (college students), kids and also large group of middle aged customer who prefer creative product.3 (Karim Lakhani, 2008)

3

http://www.chiefmarketer.com/crowd-pleasers-threadless-gives-people-what-they-want/

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Figure 33 Threadless, Look book

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STRATEGIES: CROWDSOURCING:

Threadless have inspired a lot of multinational corporations to incorporate crowdsourcing strategies in their organizations. (Howe, Crowdsourcing , 2009) Involving consumers, designers, and artist enabled this organization not only to achieve creative ideas but creating new opportunities for new designers and entrepreneurs. By giving the independency and freedom to explore each one idea, Threadless is inspiring a huge number of designers to peruse their dreams.

User involvement

Open innovation

Creating opportunities for designers

Figure 34 Graphical representation of the text, Nasir, 2016

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GROWTH STRATEGIES:

Figure 35 Growth strategy of, Threadless, Nasir, 2016 cited from (Howe, Crowdsourcing , 2009)

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MARKETING STRATEGY : Creating community around an organization can be considered as one of the unique concepts of marketing strategy. Threadless utilize consumers as producers, designers and utilize them to collect market information.

Figure 36 Marketing strategies, Nasir, 2016 Cited from (Karim Lakhani, 2008)

COLLABORATION WITH CONSUMERS, DESIGNERS, AND ARTIST: Threadless continuously inspire artist and designers for participating in their contest, by posting songs, videos, interesting articles about the design theme. (Wilson, 2008)This aspect not only inspires designers for submitting their designs also create a strong brand identity as the designers can consider themselves as the members of Threadless community and likes to share links of other designers or artist. In this essence, Frank Piller, a management professor at German Aachen University and also a researcher at MIT explained that no one in Threadless is considered as consumers, because they participate in a creative way.

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DESIGN INDEPENDENCY :

social media sites, Threadless is also active the

in flicker, Vimeo, web radio and use email

consumers to be the producer. (Howe,

marketing for promotions. The ultimate

Crowdsourcing , 2009) As the company

goal of these types of promotion is

give a theme for each t-shirt and gives full

reaching demographic of online actives

freedom to explore ideas, in this way the

and to attract new consumers. As

artist community have full independence

Threadless community is created with

to show their creativity.

different types of the group of people and

Crowdsourcing

platform

enabled

they are not only designers or artist,

WORD OF MOUTH

(Karim

According to the vice president of

Threadless can attract a large number of

marketing in Threadless Cam Blazer

people at a time, which helps the

(2009), Crowdsourcing process creates word of mouth marketing.

4

Lakhani,

2008)

Therefore

organization to create brand awareness

Apart from

this, he added that the company doesn’t use

traditional

advertising

for

the

promotion rather than exploring channels that will incorporate the word of mouth promotion.

UTILIZING SOCIAL MEDIA FOR BRAND IDENTITY

As Threadless is utilizing social media as a business platform; (Howe, Crowdsourcing , 2009) and they have extraordinary number of followers and community members which creates press coverage that has been another major driven force for the marketing of the brand. (Karim Lakhani, 2008). Apart from the popular 4

http://www.chiefmarketer.com/crowd-pleasersthreadless-gives-people-what-they-want/

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Twitter followers 2.15 M

Pinterest Followers 8.2K

Figure 37 Threadless Twitter page, 2016 Figure 38 Threadless Pinterest page, 2016

Facebook followers 879,393

Instagram Followers 213K

Figure 39Threadless Facebook page, 2016

Figure 40 Threadless Instagram page, 2016

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PRODUCT DEVELOPMENT PROCESS:

Figure 41 Product development process, Moontaha Nasir, 2016 cited from (Threadless, 2016)

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HOW THE PROCESS WORKS : 

Approximately 2000-3000 designs get uploaded each week.



Threadless communuty rate the design to 0-5



Every week, threadless selects 5-15 wnners



Threadless produce aproximately 500 products for each design



Selling price: Approximately $20



Top seller gets $10,000 with additional money



Packet margin estimated: 30%

Figure 42 Rating process, Threadless websites

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MOTIVATION FOR PARTICIPATION:

Figure 43 an example of a design brief, Threadless website, April 1, 2016

Motivation for participation

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The main motivation for participation in Threadless is the platform to act and the given opportunity to show each person’s creativity and unique thinking. Furthermore research illustrates that consumers influence each other for the participation. (Liz Ryan, email marketing manager, Threadless, 2011), cited in (Burstein, 2011)Moreover the participation of the consumers directly linked with the production of every product (Karim Lakhani, 2008).

INNOVATION STRATEGY :

As the consumers or the design community solve the problems given by the Threadless, the organization can achieve different types of designs and concept which brings diversity in their innovation process. In this way, Threadless sells the t-shirts back to the crowd (Braham D. C., 2010). As the consumers are the designers and voters, Threadless create unique value innovation with the consumers, which gives the brand advantage in the competitive market.

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COST MINIMIZATION: Pricing: The Company spends $5 to produce each shirt that sells for $12-$25 and even more.

(Howe, Crowdsourcing , 2009). The company utilizes crowds for marketing the brand, and use community members for forecasting the number of production therefore every product eventually gets sold out. 5

Figure 44 Threadless Cost minimization strategy, Nasir, 2016

5

http://www.inc.com/magazine/20080601/the-customer-is-the-company.html

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FLEXIBILITY AND TRANSPARENCY: Adapt major changes within the organization and the flexibility of using social media is another major strategy for Threadless to attract customers (Liz Ryan, email marketing manager, Threadless, 2011), cited in (Burstein, 2011) (Braham D. C., 2010) As it’s a crowdsourcing platform with consumer-driven innovation, Threadless maintain the transparency with the community and consumers. Even, if anyone is facing any problem with the design or anything; the person can directly contact the founder of the company.

This aspect gives power to the crowd, and the crowd feels obligated with the company. 6 This helps the organization to achieve loyal customers.

Figure 45 Threadless design, Design by radio mode

6

http://www.inc.com/magazine/20080601/the-customer-is-the-company.html

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CONCLUSION: Over the years, this success story of using crowdsourcing in Threadless becomes one of the great examples to do creative business in a different way. However not all the organization can adapt crowdsourcing technique, many researchers have highlighted some limitation of user involvement. Apart from that, copy-right issues of designs, fickle nature of crowds and too dependency on external ideas also can be considered the major issue of using crowdsourcing. Yet there are huge possibilities of utilizing crowdsourcing as innovation strategy. Therefore, the above case study can be an example to illustrate crowdsourcing strategy in real life.

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4 INTRODUCTION TO PRIMARY RESEARCH: 4.1 PRIMARY DATA FINDINGS AND ANALYSIS: 4.1.1 CODING PROCESS: Coding can be considered as primary problem-solving process which doesn’t have any specific techniques which can be pursued (Saldana, 2009). Coding is an initial process and interpretation of various data together for critical analysis. This exercise is not only about labeling but connecting the interrelated aspects of research topic (Saldana, 2009).

Therefore, in this research project, coding will be utilized to categories data, and build the theory out of it for critical analysis.

Figure 46 Data analysis method (Saldana, 2009) Data was collected by interviewing participants of category-A (professionals), Category: B (designers/entrepreneurs) and survey.

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4.2 FINDINGS AND ANALYSIS PROCESS: (INTERVIEW) The learning from the literature review reflected that to understand the capability of any strategy in a new market it is essential to understand the market and the perspective of market related personal properly. Keeping that in mind the research draws attention to the current situation of Bangladesh fashion industry, the attitudes of participant about the strategy, and different perspectives of using this strategy in Bangladesh fashion industry of professionals and designers who are directly related to the fashion and garment industry of Bangladesh.

The theory of the research was build considering the literature review, case study and participants answers. The Below tables contain the summary information in a small portion which is the part of the full table and documented in the appendix which contains all the data categories in different sections, with reference. The codes were labeled by analyzing each answer of each participant and then putting the codes in the concepts. For The data interpretation, the codes were analyzed on the basis of finding the common threads from the questioner findings to make a clear concept of the result.

All the answer was coded manually. Furthermore, the connection between the answers was provided by identifying the similarities. In the analysis where there was hard to find similarities between the answers, all the codes were considered to be analyzed.

The below graph is to represent the coding deduction process and to identify the similarity process.

LIMITATION: The lack of time and the busy schedule of professional personals, most of the interviews were conducted via electronic mail which has been documented in Appendix no.

2 for category A and Appendix no. 3 for category: B The survey was supposed to be with 100 participants however because of the limited time, the survey of 75 people was collected.

The survey result is documented in Appendix no.9. Two of the interview was collected by audio recording, which was transmitted in transcript and documented in Appendix section.

The whole coding process is also documented in Appendix section.

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Figure 47 Example of findings of similarities in primary data

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4.3 CATEGORY A (PROFESSIONALS): FULL TABLE WITH PARTICIPANT REFERENCE IS DOCUMENTED IN APPENDIX NO . 5 Participants

According to Category A

Concepts ( Main codes)

Results

Crowdsourcing strategy in Bangladesh

Not common

Focus on production developments

High

Focus on design developments

Less

Dependency on buyers High Growth of local market

Less

Creative organizations Flexibility and adaptability

Medium

Online platforms

Underdeveloped

Dependency on exportimport

High

Reason of the dependency Common Predicted areas where crowdsourcing can be used

Common Predicted impact of crowdsourcing

Contribution on economy (profit based)  

Creative design ideas Marketing information  Consumers requirements and needs  Forecast information 1. Reduction of communication gaps 2. Opportunities for designers for to show their

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Organization dependency on consumers

creativity 3. Promoting brands in international market 4. Understanding marketing information Reliable

Common weakness

Communication gap

Common Threads of using crowdsourcing in Bangladesh

 Unskilled expertise Organizations Lack of interest on exploring strategy

Common opportunity for designers

Independent design studios

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4.4 CATEGORY: B (DESIGNERS/ ENTREPRENERS) FULL TABLE WITH PARTICIPANT ’S REFERENCE IS DOCUMENTED IN APPENDIX NO.6 Participants

According to Designers/ Young entrepreneurs

Concept (main code)

Results

Familiarity of crowdsourcing strategy The role of social media/ online platforms among designers/ entrepreneurs

Familiar



Cost effective Less time consuming More opportunities to show creativity Reaching target customer

Weakness

   

less Online platforms Lack of New designers Lack of expertise Possible now

     

Increase of design knowledge Increase of brand identity Collection of market information Increase the value of the product Customer satisfaction Create new market for young designers Promote new designers Opportunities for new designer

Involvement of consumer in fashion Predicted impacts of Online design platforms /contest ( Crowdsourcing) for young designers

  

  

Predicted areas where crowdsourcing can be used Demographics Popularity of online shopping Elements need to consider for Crowdsourcing in fashion

Transformation of consumer to designer   



Market information Developing process Design ideas

Teenage girls     

Reasonable price Good quality product Easy shipment Home delivery Development of online 78 | P a g e

   Current situation of Bangladesh fashion industry

   

Solution for unsustainability

The threats of using crowdsourcing strategy in Bangladesh Participation of crowdsourcing platform in the future interest Motivation

fashion Time Consumer requirement s New strategies for user involvement Demanding customers Need more designers and innovation Fast process No room for value



Consumer involvement in product development process Complicated decision making process Communication gap 

Positive

 

Money Showing skills

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4.5 FINDINGS FROM INFORMAL DISCUSSION WITH PROFESSOR QIN, (CROWDSOURCING EXPERT ) APPENDIX NO.3: 

THE PRINCIPLE OF CROWDSOURCING :

Figure 48 Graphical representation of the transcript of the interview of Professor Qin, 2016



MOTIVATION FOR PARTICIPATION:

Figure 49 Graphical representation of the transcript of the interview of Professor QIN, 2016

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

THE PROCESS OF CHANGING THE TEXTILE INDUSTRY :

Figure 50 graphical representation of the transcript, Professor, Qin 2016



SUSTAINABILITY :

Figure 51 graphical representation of the transcript, Professor Qin, 2016

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

VALUE INNOVATION :

Figure 52 Graphical representation of the transcript Professor Qin, 2016

CHALLENGE : Because of the low, political structure and restricted consumer mentality can be

the challenge to utilize crowdsourcing within Bangladesh creative organization.

OBSERVER COMMENT: [In this exercise it was reflected that Discussion session with Professor

Qin inspired this project in a numerous way and leads the researcher to research about the gaps of Bangladesh fashion industry and then trying to find the connection with crowdsourcing strategy and to find out whether crowdsourcing can affect the change of the development of Bangladesh fashion industry. As a result, it leads this project to understand the current market situation and understand if young designers and enterprises can utilize this strategy for innovation process.]

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4.6 FINDINGS FROM PERSONAL MEMO DOCUMENTED IN APPENDIX NO. 7 AND 8: 1. OC on interviewing participant of category: A ( professionals)

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2. OC on interviewing participant of category: B ( designers/ entrepreneurs)

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4.7 FINDINGS AND ANALYSIS OF CATEGORY: C 4.8 SURVEY: APPENDIX NO. 9 1. Preference of consumers in Bangladesh fashion industry :

Preference of consumer shopping Preference of consumer shopping 56.80% 33.80% 9.50% Online shopping more than store shopping

Store shopping more than online shopping

Both

Figure 53 Preference of consumer shopping, Chart

2. Time Consumers spend on internet:

How often do you visit online fashion pages 60.00% 40.00% 20.00% 0.00%

How often do you visit online fashion pages

Figure 54 How often consumers visits online fashion pages, Chart

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3. Demographic popularity of online fashion in Bangladesh:

Female

Age group

74.30% 35-54

Male

25.70%

26-35

0.00% 20.00% 40.00% 60.00% 80.00% Sex

Age group

18-25 0.00%

50.00% 100.00%

Figure 55 Consumer age group chart

Figure 56 Gender of the consumers Chart

4. Trust issues:

I trust online websites for buying fashionable clothing 80.00% Yes , 68.90% 60.00% 40.00%

No, 31.10% 20.00% 0.00% Yes

No

Figure 57 online shopping trust issues of consumer chart

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5. Things that can be threat to utilize crowdsourcing strategy in Bangladesh:

What makes online shopping difficult in Bangladesh What makes online shopping diccficult in bnagldesh 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

40.50% 29.70%

20.30% 6.80% Method of payment

2.70% Be able to trust the website

Products are not similar as the picture

Internet aviability

All of them

Figure 58 Difficulties of online shopping chart

6. Commitment of consumers for providing feedbacks and important market information:

Never

21.60%

Very rare

21.60%

Sometimes

43.20%

Always

13.50%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

I like to give ffedbacks and comments on a dress on social media if there is an oppertuntity

Figure 59 consumer commitment chart for feedbacks

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7. Consumer Willingness to participate in crowdsourcing platforms:

60.00%

44.60%

33.80%

40.00%

21.60%

20.00% 0.00% I would love to

I am not sure

Not interested

If there is oppertuntity and prize I would love to participate in any compitition of design Figure 60 Consumer willingness chart

8. Consumer design skills:

I design my own clothes 40.00% 20.00% 0.00% Most of the times

Sometimes

Not interested

I design my own clothes

Figure 61 Design skills chart

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9. Product options in online platforms:

Online websites give more options in terms of fashion products Disagree Agree Strongly agree 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% Online websites give more options in terms of fashion products Figure 62 consumer opinion chart of product options

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RESULT AND DISCUSSION

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5 CROWDSOURCING STRATEGY IN BANGLADESH 5.1.1 CURRENT POSSIBILITIES TO UTILIZE THIS STRATEGY FOR BANGLADESH FASHION ORGANIZATIONS :

To

begin with, the findings of the literature review highlight the possibilities of a huge

fashion market for future designers and fashion organizations in Bangladesh. The development of garment industry, the development of fashion organizations, the demands of fashionable clothing and the development of online shopping illustrates the potentiality of Bangladesh fashion industry in general. By analyzing the findings of this research paper it can be said that Bangladesh Fashion organizations are moving towards new technology and trends. Likewise, the primary data analysis emphasizes that Fashion organizations, designers, and consumers are positive towards new change and innovation. These positive attitudes of designers, organizations and consumers make huge opportunity for the fashion market to utilize different creative strategies within design/fashion organizations for innovation.

From a border aspect, the result of this research paper reflects that even though there are opportunities of using crowdsourcing strategy in Bangladesh fashion industry however, the creative organizations and the fashion market of Bangladesh can face some limitations if they want to utilize this strategy in a broad way in their organizations presently. From professional and managerial perspective it can be said that the reason of these limitations of exploring this type of new strategies in Bangladesh creative organizations can be the high dependency on export import sector. In this essence, the literature review on Bangladesh garment industry also supports this theory. Usually, the focus on export import sector can be considered as the strength for fashion organizations as it only illustrates the escalation of expertise, knowledge and experience about production. Nonetheless, from different point of view, it can create complications for balancing the innovation process if organizations undertake the development of production and comparatively limited initiatives get taken for the development of design and fashion department.

This aspect can be explained as most of the income and revenues come from the exportimport sector, and money is highly related with this sector organizations consider putting

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more consecration on the development of the manufacture production sector. Additionally, Bangladesh is a developing country, therefore for organizations; the center of the business is where the revenue is coming from. This aspect leads the constrained growth and explores of the local market. As a result, organizations can creates limited opportunity for designers in the country, which also may vary the shortage of designer and the lack of development of fashion industry in Bangladesh. This market condition can create disadvantages like the lack of interest of managers to utilize new strategy and also can prohibit organizations to explore new strategy and change.

Figure 63 graphical representation of the text the result, Nasir, 2016)

On the other hand, the literature on The importance of strategic innovation in Bangladesh fashion industry, illustrated that organizations need to have the acceptance of any change or strategies if they want to achieve competitive advantage in the market. Additionally, the aspect of flexibility and adaptability was also highlighted in the case study of Threadless as one of the strategies. However, the result suggests that the flexibility and adaptability of the creative organization of Bangladesh are medium.

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According to designers and entrepreneurs even though the crowdsourcing strategy is familiar to them, and the involvement of consumer is also possible now, still organizations need to develop new platforms for achieving innovation and creativity. After analyzing the designer and entrepreneur perspective on threats of utilizing crowdsourcing strategy in Bangladesh fashion organization it is reflected that there are possibilities of having complicated decision-making process within organizations because of the lack of expertise of IT, Graphics, and utilizing open innovation technique. Research illustrates that there can be huge risk of using crowdsourcing strategy without understanding its functionality. Proper management with expertise is needed to widen the positive effects of crowdsourcing strategy within creative and fashion organizations (Eunha Chun S. S., 2014).

In the analysis process, the participants who are directly related to the garment industry (category: A) were observed as positive about promoting their company, attracting international buyer, expressive attitudes towards the development of the production.

However, Communication gap between consumers and retailers were noticed, reserved thought about open innovation or consumer involvement for innovation in fashion was observed. This aspect indicates the confined interest of garment organizations about the involvement of consumers in the product development process specifically in the production process. Therefore, it can be said that it will be difficult and risky for organizations to utilize crowdsourcing strategy as business model right now.

Figure 64 Graphical representation of the text, Nasir 2016

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The survey illustrates that consumers face some difficulties to conduct online shopping.

Difficulties like Method of payment, internet availability, product similarity which can affect negatively on the trust of consumers. These unfavorable shopping experiences can influence consumers for not participating in any crowdsourcing platform. This aspect creates risk for organization and designers who would like to utilize crowdsourcing strategy presently.

Moreover, it is undoubtedly important to say that the survey report shows that 40.60% participant are willing to participate in any contest and 33.8% stated as not sure and 21.6% said they are not interested. This reflects that less than 40% consumers gave positive reaction on participating in any crowdsourcing/ online platform or online contest presently.

From a border perspective, Professor Sheng-Feng Qin, who is an international professor and an expert of crowdsourcing strategy, highlighted some different challenges like complicated political situation, restricted law, and the untrusted nature of people in Bangladesh fashion industry that young designer that organization can face while utilizing crowdsourcing strategy currently.

In the literature review of the importance of strategic innovation in Bangladesh fashion industry, it was explained that to achieve strategic innovation, organizations need to understand whether the strategy is applicable for organizations, market, and people. Hence, after analyzing all the aspect and perspective it is clear that crowdsourcing strategy can be crucial to utilize in Bangladesh fashion organization to achieve creativity and innovation in a broader way as a business model for young organization and designers.

5.1.2 MARKETING INFORMATION : Even though crowdsourcing strategy will be challenging to utilize within Bangladesh creative organization in a broader way, though, there is still an immense chance of using this strategy in a small way where risk will be limited. Besides there are extensive possibilities of using crowdsourcing strategy in period basis within organizations like long term mid-term and short-term marketing strategy.

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The areas where crowdsourcing can be utilized were considered from the output of the literature review on crowdsourcing as the marketing strategy, case study analysis and the findings from primary data. As one of the findings of primary data was the reliability of consumers the case study is a complete example of showing how young organizations or designers can utilize crowdsourcing as a marketing strategy for achieving creative and great ideas from the crowd by involving consumer in their product development process. From the perspective of crowdsourcing expert and professor, it becomes clearer that crowdsourcing strategy can be applicable in Bangladesh fashion industry in case of the development of new product or for gathering feedbacks, consumer requirement information to improve the existence product. Therefore, young designers and organization can consider using crowdsourcing in marketing strategy by coming up with design contest, add campaign, Idea contest. In this way they will be able to promote the brands nationally and internationally and also they will be able to interact with the consumer directly which will enhance the brand identity and awareness.

Figure 65 Graphical representation of the text, Nasir, 2016

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5.2 POTENTIAL FUTURE POSSIBILITIES OF USING CROWDSOURCING STRATEGY FOR YOUNG ORGANIZATION AND ENTREPRENEURS IN BANGLADESH: The findings and the literature review suggest that there are huge possibilities of using crowdsourcing strategy within Bangladesh creative/ fashion organization in the future.

5.2.1 UTILIZING SOCIAL MEDIA/ ONLINE PLATFORM FOR FASHION: By building unique shopping experience and involving customers for the product development process, fashion organization can slowly focus on the fashion sector of Bangladesh.

From professional perspectives, big organizations are trying to utilize online platforms or Social media as a strategy for expanding their organizations and from designers and entrepreneurs perspective, social media is effective way to capture and understand the target customer. This positive aspect illustrates that Bangladesh fashion organizations and designers are already considering social media or online platform as a strong media for communicating with the potential customer. According to designer perspective, user involvement in fashion is a great way to influence customer for their buying pattern. This aspect is directly linked with the literature review of Bangladesh traditional online fashion, which also supports the above rational.

On the other hand, the finding of the survey clearly indicates the possibilities of the involvement of consumer in online platforms. Such analysis identified that majority of the consumer like to do both online and offline shopping and majority of the consumer trust online platforms for shopping. Moreover, the survey report can be considered as evidence to understand the willingness of participation, the motivation of consumers, and inspiring design skills of consumers which reflects the positive attitudes of the consumer for online shopping platforms or design contest. According to Designers and entrepreneur, this mutual interaction between the organization and consumer can achieve value innovation in the fashion industry. The literature review of Involving customer for value innovation in fashion also supports this theory. Therefore, it can be assumed that if young designers or organization wants to utilize crowdsourcing as business and marketing strategy, then the

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organizations/ designers might not face difficulties in involving consumer in the product development process in future.

When consumers will understand the value of the product they will be able to understand the importance of sustainability in fashion. Moreover as unsustainability is a major problem in Bangladesh fashion industry, according to the Category: B (designers and entrepreneurs) and crowdsourcing professor, crowdsourcing or user involvement can be a creative solution.

The literature review of The importance of Sustainability in Bangladesh fashion industry is backing up this theory.

One of the gaps in Bangladeshi textile production is the small number of available fashion designers. (Shahriar, 2005) Further, the findings of primary data illustrate that most of the participant of both category A and category B emphasized their concern about the lack of designers. This aspect emphasizes the need of professional designer and creative ideas inside the fashion market.

Moreover research indicates that design is one of the most important and valuable strategic assets in a fashion organization and can be a direct link with the company’s success. The expert of crowdsourcing Professor Qin also believes that as the market is too competitive and as the competition is very high the market demand for new designers. In that case, Crowdsourcing can be not only one of the sustainable ideas to achieve more creative ideas and innovation but also will help organizations to achieve new designers. This aspect can be considered as an opportunity for creative organizations for the development of fashion industry. The literature review of Involving consumer for design innovation also supports the above theory.

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Figure 66 Graphical representation of the text, the possibilities of using crowdsourcing strategy, Nasir, 2016

Therefore, utilizing crowdsourcing via social media or any online platform only can be considered as a great way to involve the consumer in innovation process for future development of Bangladesh fashion industry. In order to utilize any new online strategy, Designer Dilshad sharmin explained some criteria which need to get consider, For example, the ease of shipment, delivery time, and consumer requirement.

5.3 PREDICTED IMPACTS: By analyzing the literature review, case study and by analyzing all the data from designer and professional perspective, it has been clear that the predicted impact of crowdsourcing in fashion can be huge and effective for the development of Bangladesh fashion organization. The below graph can illustrates the connection between the development of Bangladesh fashion Industry by crowdsourcing strategy.

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Figure 67 Predicted impacts of crowdsourcing strategy, Nasir, 2016

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RECOMMENDATION AND CONCLUSION

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6 RECOMMENDATION: 

There are huge possibilities that if the demand for cheaper clothing increases in the US and in Europe, organizations will continue to look for cheaper options. This aspect could lead the production to move away from Bangladesh to other countries which present cheaper alternatives. This could create complicated situations for Bangladesh garment industry and for the fashion organizations.

Therefore,

Organizations need to make their base strong by building strong brand identity inside the local market. And brand identity can be built by exploitation of new strategies like crowdsourcing. Therefore, the first recommendation should be utilizing new strategies for exploring and capturing the local market. 

Nowadays consumers are the center of any business. Research illustrates that crowds can provide more accurate solution than professionals (Lakhani, 2013) User involvement can reduce the communication gap between the consumer and organization. Also, can provide important information for capturing international market. This aspect can directly lead the economic development of Bangladesh fashion industry. Therefore, Designers and organization from Bangladesh fashion industry need to consider crowds more than consumer and utilize their Intel for innovation.



To truly exaggerate the success of crowdsourcing strategy for innovation, Bangladesh fashion organizations need to have proper guidance and training. It is important to make the professionals, designers and consumers understand the actual functionality of the process. As well, it needs a clear objective and evaluation standard to involve the consumer in any innovation process. Therefore proper training program is required in order to utilize crowdsourcing or open innovation in Bangladesh fashion organizations.

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

Crowdsourcing is a huge area of research and this research paper is a small sample study to understand the functionality and usability of this strategy in Bangladesh fashion industry. Therefore, Future research and additional study are required to understand in depth process of crowdsourcing strategy internally with the specific areas of use, a decision-making model and the evaluation model of various ideas for crowdsourcing design within Bangladesh fashion organizations.

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7 CONCLUSION: In conclusion, it can be said that Crowdsourcing is an innovative strategy which can help designers and organization to achieve creative ideas in reduced cost. It can also benefit to enhance the skills and expertise of designers and creative personal. While fashion organizations from all over the world are utilizing users for innovation process, the increasing demand for clothing and development of online fashion in Bangladesh creates the unique opportunity for fashion organizations to use consumers for achieving innovation.

This project was created to understand crowdsourcing strategy as the business model and as the marketing strategy in order to achieve innovation and creative ideas within young organization and designers by identifying emerging possibilities of using crowdsourcing strategy in Bangladesh fashion environment. This research paper not only explained about the process of user involvement in innovation process but proposed a creative business model and marketing strategy “Crowdsourcing� for archiving sustainability and value innovation within fashion organization in Bangladesh. By analyzing different perspective of professionals, designers/entrepreneurs and consumers this research paper build an understanding of the market situation, requirements, process, limitations and future impact of using this creative strategy by utilizing social media in Bangladesh fashion industry for young organizations and fashion designers to achieve innovation within their organizations.

After analyzing all the findings, and after reviewing the literature critically the research paper reflected that, online platforms and social media can be considered as an ideal platform for communicating with the consumers all over the world and the current situation of Bangladesh fashion industry is having remarkable possibilities of utilizing crowdsourcing strategy within fashion and creative organizations. Further, this paper identified that crowdsourcing strategy can be very effective marketing strategy to achieve innovative ideas, design ideas and consumer requirement for innovation within fashion organization.

Likewise, the research illustrates that both consumers and designers can get benefited from this creative strategy.

Apart from the possibilities of using this strategy this paper also shed some light on some limitation that organization and designers can face while utilizing crowdsourcing strategy in Bangladesh fashion market.

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One of the most engaging parts of this study was to create an understanding of the current competitive Bangladesh fashion market situation and identifying the problems that creating difficulties for the development of fashion organizations. After identifying the problems collected from the literature review and findings a conceptual theory was presented of solving those problems with the use of value innovation strategy crowdsourcing. To create the perception of the extensity of using crowdsourcing strategy in Bangladesh fashion environment Initial development areas where highlighted in order to utilize crowdsourcing strategy in a broader and smaller perspective for designers and organizations.

The findings of this research paper illustrate that by utilizing crowdsourcing within Bangladesh fashion and creative organizations strategically, organizations will be able to improve the scenario of the fashion industry in a drastic way.

Lastly, this study can be considered as a creative research paper which can contribute to the initial steps of the research for understanding the applicability of crowdsourcing strategy in Bangladesh fashion industry in a smaller content and can be considered as a gateway for future in-depth research.

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Kumar, R. (2011). research methodology . London : SAGE publication limited .

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APPENDIX

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9 Appendix: Ethical form

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10 Appendix: 2 E-mails interviews: Category: A Participant number- 1 Jenny Jamal, Marketing professor, IUB University VIA MAIL, Email Address: zakia@iub.edu.bd

1.

In western country Crowdsourcing is a major phenomenon considered as a marketing strategy or business model to promote the brands or to capture a large number of audience. In this technique organizations involve consumers to gather creative ideas or Intel for product development process. What are the possibilities of using consumers in Bangladesh creative organization for product development process? (Ex: for design, creative ideas, marketing strategy, production process etc.)

Answer: In Bangladesh crowdsourcing is not very common term. Most of the innovative companies in Bangladesh have dedicated research and development or cross functional team.

They work hard to develop new products.

2.

A large number of people are educated in Bangladesh and have internet availability, in your opinion what are the chances of using consumers for creative ideas? From Bangladesh business environment perspective can organizations rely on consumers at all? What are the threats?

Consumers can take idea from different sources by using Internet. Yes organizations can rely on consumers. Threats of fake product. In Bangladesh so many replica products are available.

3.

As in crowdsourcing model, it is easier to get ideas from people rather than depending on only professionals, and organization can reduce a lot of cost at the same time, in your opinion, till what extent small organizations in Bangladesh can utilize this method? Or is it applicable at all?

Small organizations can gradually adopt it. As cultural influence Bangladeshi people are not very open about giving opinions to organizations but this practice or perception of consumers can be changed.

4.

In your opinion how flexible and adaptable are creative organizations of Bangladesh to adapt any change or strategy?

Creative organizations are very flexible and adaptable to adopt any change in Bangladesh.

5.

Crowdsourcing is an online based platform which can create opportunities for people to explore their talents If Bangladesh creative organizations create unique online platforms what can be the impact?

As we know most of the people are using Internet. Even online businesses are booming in Bangladesh so if organizations start using online platform to take opinion or suggestion then it could become a strong and compatible media.

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Participant Number – 2 Siadul ISLAM, Marketing manager, MASCO, Audio transcript Dhaka Bangladesh VIA SKYPE, audio transcript, Email address: shohag0181@gmail.com

1.

Can you tell me about your profession?

Basically I am the marketing manager in Masco group, and other hand I am also product developer, I am connected with all over the world with most popular clothing brand like H&M C& de, Mother care, Walmart, etc. ( Export import companies)

2. How you work with fashion designers in garment industry?

That’s really smart questions, yes, we all are think what else happened and what will happen to more in this sector, basically garment sector, generally we believe that yes, we have already done what Buyer want and now days we are moving forward, with our new creation, innovation, like, t-shirt with 3d and supplementation prints, we are improving a lot, in our garment industry, so now we are offering our products to European and American market, and we are getting very positive feedbacks, from retailers, so as a fashion designers in my organization,

3. Research shows that there organizations of Bangladesh has less focus on creativity or fashion rather than export-import sector. In your opinion, how dependent is Bangladesh garment industry is on export import sector comparing with other countries like India?

Okay, basically we are very promising, rather than other country like India, in terms of good quality and on time delivery, and there are the key to hold this sector if I am sharing with you our last year that’s mean 2014 and 2015 export information, there huge contribution in export in garment industry in my country like 2014 we were contributing neat garment area 41% above percent and woven 40% above including 81% in contribution in our export, whole export the garment contribution is 81%. So yes we think about competing with other countries buyer, can depend, with us, because we are very promising.

4. SO what bout fashion organizations? Are you telling me that then it’s less focused in fashion organization and more focused in garment industry? yes, for any product exhibition, and we are showing our strength and creativity, now a days we have created modern designed studio, in our country, but till now we don’t have any online platform as you know we are not habituate in online platforms.

5. Can you explain some opportunities that organizations provide in Bangladesh for designers to show their creativity? For example any design contest/online platforms? yes, I said again we are attending product exhibitions and we are always thinking about the new creation and they are the reason we have made design studious, we are including variations in printing area ambo dory area, but if you say what is the online way, then I will say to you again we don’t provide any online platform right now. Honestly, but we are thinking of what to do.

6. Are you aware of the term crowdsourcing/open innovation?

You know about the crowdsourcing, it’s not very popular in Bangladesh

7. In western country Crowdsourcing is a major phenomenon considered as a marketing strategy or business model to promote the brands or to capture a large number of audience. In this technique organizations involve consumers to gather creative ideas or Intel for product

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development process. What are the possibilities of using consumers in Bangladesh creative organization for product development process? (Ex: for design, creative ideas, marketing strategy, production process etc.)As a business idea/marketing method, what do you think of involving consumers in various stages of product development, like marketing, design, gathering ideas, solutions, market information? Can we use consumers in these areas at all?

Obviously, Amazing customer will make you able to be understand the market, various ideas various bank can be generated also we can have depth knowledge about the requirement and desires.

Can we use it right now; I mean what is the current situation of using it?

Crowdsourcing is basically online based program. You know in Bangladesh number of people getting internet is not very large. To be honest, rather we can proceed both online and offline procedure to get better feedback in future.

8.

If we do use crowdsourcing in above stages, what can be the complications in the aspect of Bangladesh? Or the impacts?

Obviously, we have a positive impact. Definitely it’s a strategy for international, very positive.

9. A large number of people are educated in Bangladesh and have internet availability, in your opinion what are the chances of using consumers for creative ideas? From Bangladesh business environment perspective can organizations rely on consumers at all? What are the threats?

It will be a good opportunity to show young talented caliber. As many of the talented people remain hide for the lack of opportunity. Crowdsourcing or online based marketing or fashion designing will make them able to show their ability and also their engagement will motivate themselves to do better in future. So it’s a very good idea.

What can be the threats?

No I don’t think there are nothing negative findings here. Is a new creative from your side and I think it can be very impact strategy for organization.

10. In your opinion how flexible and adaptable are creative organizations of Bangladesh to adapt any change or strategy?

Involving customer and product can enhance the value of the product rather than we have to work with the procedure, like which stage to engage and more in a positive way. Obviously it will add value of the product.

11. Crowdsourcing is an online based platform which can create opportunities for people to explore their talents If Bangladesh creative organizations create unique online platforms what can be the impact?

Yes, if I say again and I raise my hand I always agree with you yes now a days we have to move forward, and crowdsourcing is a process which we can have broaden space in fashion designing area. Yes.

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Participant number-3 Towfiq Ahmed, Merchandiser, ladies department, KOTON Dhaka Bangladesh Email address: towfiq.Mahmud@koton.com

1. Can you tell me about your profession?

My position in my company is, I am merchandiser of LADIES DEPARTMENT.I am looking after all ladies product in BANGLADESH production from order placement to till shipment.

2. Research shows that organizations of Bangladesh have less focus on creativity or fashion rather than export-import sector. In your opinion, how dependent is Bangladesh garment industry is on export import sector comparing with other countries like India?

YES you are right, till creativity and fashion sector are not growing in a massive way hence still we are producing buyer selected/sourced product. Bangladesh garments is fully depends on export import sector.

Most of revenue is coming from this sector. Export and import percentage is maximum than other trade in this country.

3. Can you explain some opportunities that organizations provide in Bangladesh for designers to show their creativity? For example any design contest/online platforms?

Now a days some local brand as I can say ARONG,WESTACS,DESHI DOSH,CATS EYE,BEXIMCO etc this local brands are giving opportunities to the fashion designers, to show there potentiality and innovation. I heard that now a days BUYER used to visit this showrooms and choosing some products for summer order, which is truly a good sign for our country.

4. Are you aware of the term crowdsourcing/open innovation?

So far I am too aware of this term.

5. In western country, Crowdsourcing is a major phenomenon considered as a marketing strategy or business model to promote the brands or to capture a large number of audiences. In this technique organizations involve consumers to gather creative ideas or Intel for product development process. What are the possibilities of using consumers in Bangladesh creative organization for product development process? (Ex: for design, creative ideas, marketing strategy, production process etc.)As a business idea/marketing method, what do you think of involving consumers in various stages of product development, like marketing, design, gathering ideas, solutions, market information? Can we use consumers in these areas at all?

It’s a very good idea I must say, in our country if we could apply this method then we could able to enhance our garments sector in large way, we could able to promote our brand worldwide. But alas, we don’t have this practice in our country.

6. If we do use crowdsourcing in above stages, what can be the complications in the aspect of Bangladesh?

Or the impact?

To do this things each company have to set a separate team for this research procedure. As market is too competitive, buyers are not paying that much for the product hence no company owner wants to be bear this team cost. So this will be the most complication in our country.

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7.

A large number of people are educated in Bangladesh and have internet availability, in your opinion what are the chances of using consumers for creative ideas? From Bangladesh business environment perspective can organizations rely on consumers at all? What are the threats? it’s very good idea gmts owner don’t want to pay attention on this things.

now, as I told I before

8. In your opinion how flexible and adaptable are creative organizations of Bangladesh to adapt any change or strategy?

Now a days it might be flexible and adaptable as new designers are comings and showing their abilities and creativity hence I guess it might be flexible and adaptable as well.

9. Crowdsourcing is an online based platform which can create opportunities for people to explore their talents If Bangladesh creative organizations create unique online platforms what can be the impact?.

If this method could be applied in our country then I truly believe lots of talented designers could able to show their creativity hence now a day a large number of Bangladesh people are doing course in fashion designing.

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Participant: 4 Maruf Limon, Merchandiser, MASCO Dhaka Bangladesh Email address: maruflimon33@gmail.com

1.

Can you tell me about your profession?

Limon: currently I am working as a Merchandiser at Masco Group, Which one of the Knit apparel export giant of Bangladesh.

2.

Can you explain how you work with fashion designers in garment industry?

Limon: As you know we are an export based manufacturing unit, we have to work little with designer directly. As all the designed and marketing trends are fixed up by buyer own European & American designer. Never the less we still develop our own design sometimes for Local Retailers and sometimes to offer overseas buyer our development.

3.

Research shows that organizations of Bangladesh have less focus on creativity or fashion rather than export-import sector. In your opinion, how dependent is Bangladesh garment industry is on export import sector comparing with other countries like India?

Limon: Yes, this is somehow right that we are very much dependent on export rather than creative design development. But now we are trying to improve the scenario and almost every manufacturing unit have design development department of their own. Also there are some independent development studio currently working for design development and trends forecasting. But still there is a lack of understanding the European or American customers need sitting in Bangladesh.

4.

Can you explain some opportunities that organizations provide in Bangladesh for designers to show their creativity? For example any design contest/online platforms?

Limon: As I explained in previous questions there are growing opportunities for designers to show their creativity now. But still there are lacking as Retailers are not directly involved in this program.

5.

Are you aware of the term crowd sourcing/open innovation?

Limon: Yes.

6.

In western country Crowd sourcing is a major phenomenon considered as a marketing strategy or business model to promote the brands or to capture a large number of audiences. In this technique organizations involve consumers to gather creative ideas or Intel for product development process. What are the possibilities of using consumers in Bangladesh creative organization for product development process? (Ex: for design, creative ideas, marketing strategy, production process etc.)As a business idea/marketing method, what do you think of involving consumers in various stages of product development, like marketing, design, gathering ideas, solutions, market information? Can we use consumers in these areas at all?

Limon: Yes, this may be a very good solution of above problems I discussed earlier. But still it is tough to reach foreign consumers via online and have a clear idea regarding their needs.

7.

If we do use crowd sourcing in above stages, what can be the complications in the aspect of Bangladesh? Or the impact?

Limon: As I discussed in previous Question, tough to reach foreign consumers via have a clear idea regarding their needs.

online and

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8.

A large number of people are educated in Bangladesh and have internet availability, in your opinion what are the chances of using consumers for creative ideas? From Bangladesh business environment perspective can organizations rely on consumers at all? What are the threats?

Limon: Yes, organizations can rely on direct consumers, But as I suggested earlier tough to reach foreign consumers via online and have a clear idea regarding their needs.

9.

In your opinion how flexible and adaptable are creative organizations of Bangladesh to adapt any change or strategy?

Limon: Still they are not compatible enough, but we need a rapid change regarding this via involvement of Professional experts.

10. Crowd sourcing is an online based platform which can create opportunities for people to explore their talents If Bangladesh creative organizations create unique online platforms what can be the impact?

Limon: If we can handle this accordingly, this will certainly enable us to earn more from this apparel industry. We not only want to become manufacturers but also a manufacture based retailer of European or US or other marketwhich enable us to profit much better that it is now.

Crowd sourcing is the only means by which we can reach towards this. Without crowd sourcing we cannot collect data, need, demand & forecast and sometimes set trends of foreign market.

And yes we are very hopeful regarding this.

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11 Appendix: 3 Audio Transcript of the discussion with Professor QIN Open discussion with Professor Quin.

MN: So my idea is basically, when we think about crowdsourcing we think about open innovation and participation of people for innovation but what do you think, where you see crowdsourcing in countries like Bangladesh, India or Shri lanka ? What do you think?

Professor Qin: That is in principle Crowdsourcing is use to make business outsource the human resources, it can be marketing information, it can be opinion about new product also can be knowledge about existing product and about the problem or that information could contribute to the potential new product development process in terms of new requirement or updates or improvement so that is the basic principle of crowdsourcing. Now you probably know fashion and textile industry in Bangladesh better than me now I ask your question back that based on your knowledge what are the problems for fashion and textile industry in Bangladesh?

MN: Right, usually in Bangladesh it’s like poor country and underdeveloped and when we think crowdsourcing, its digitalized online business form, but when we look at Bangladesh there is only traditional click and collect business, like you see some clothes in online you liked it and ordered it, and it’s very fast process, but crowdsourcing is basically not that fast, considerably slow because when we look at organization like threadless or other fashion organization who are using crowdsourcing they mentioned that they need the feedback of the customer and then go for production and delivery of the product so it’s a not actually slow process but considerably slow intron of Bangladesh traditional online fashion.

Professor Qin: Because the IT infrastructure isn’t advantages? or isn’t that kind of valuable to most of the population for example a mobile phone or internet may be it is widely accessible to most of the people?

MN: Yea! It is, but another fact is sustainability. What about sustainability? Crowdsourcing can provide sustainability in fashion organizations.

Professor Qin: Yea! MN: But in Bangladesh we have a huge garment and manufacture sector, we can get clothes in a cheapest price, and we definitely do no value for clothe, we buy and kind of through it. There is no sustainability. So do you think if young entrepreneurs and fashion designers try to use crowdsourcing in their business or organizations, sustainability can take place in Bangladesh? Do you think it’s possible?

Professor Qin: Yes. It’s possible. So what I am thinking about for like currently in Bangladesh because of the manufacturing business they produce the mass products.

MN: Yes. You are right.

Professor Qin: For overseas contracts, they get less information about the marketing inside a country. So they basically if outsider is looking at the country, the business or economy, they more care about getting order. From M&S, Next, this business is manufacture based, take orders to get the money back. So if we look at Europe

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or other countries may be the label become cheaper because the Europe become rich ad rich salary comes up.

MN: Yes, Professor Qin: So by that time you provide yourself a lot of textiles and fashion you get a lot of environmental issues that china knows. Because your agriculture, more water, use of the chemicals for the cloth manufacturing, because you produce a lot. All the product are used in UK or outsider country can find their property quit expensive for your people. So therefore they are used outside but your people don’t make money from that business. But if you can provide a role model of a conception of making the most pollution in your country. For use of outsider country, if over the time your labor cost increase, your industry can face problem, they will find next supply destination. M&S Next can find cheaper place. Now if we look at your country you get a lot of skills, equipment, you know how to make the clothing.

MN: Yes you are right.

Professor Qin: What you really don’t know is can you design and make for yourself? To make yourself and the people happy they can fit in the cultural life and get improved all the time in that case you are looking for a business in textiles which can be used inside the local mass-market and international market. You have to look at the balance. So when you look at the balance you know someone is quit rich, it’s like all the developing country have this problem. Is it about the gap? Between the rich and the poor, For a fashion designers you get the responsibility in terms of anybody’s eyes that how can you recycle the textiles from the rich meanwhile, because of the good quality of the massive production sold in UK or Europe therefore, it become second hand clothing. But u knows, you made it if you buy them back in a very lower price you know how to remanufacture it. If you remanufacture it you can re brand the product. That you can sell to your people with less money with less material conception. Because if are buying second hand. If you know how to manufacture it, you know how to remanufacture it. In that case that goes to another cycle.

The reproduce products get back in a cheaper price. Yu have to know how to take that back in your new business opportunity for remanufacturing, re marketing, re rending, re design elements, people get familiarized with style, quit cheap, I want to buy that pant, I can remanufacture in my family business for the local people, because the local people may be prefer the new style, colors, depends their role model.

If they get a lady or gentleman, who are favorite in their area their style increase to the local people. So therefore that is going to be say how can you use your resource inside the country for the raw material from rich people they can recycle it where you can outsource the second hand clothing from the UK, USA or European country. Because if you see three years ago, or five years ago you can find secondhand clothing. It’s time to come back, either for remanufacturing, nt only for your home market even remanufacturing, redesign and send it back to the UK market. Like China can produce a mobile, they can remanufacture new mobile phone even in the UK in the phone shops, because of where you can understand the function and the utility value is there, it’s just about your phycology kind of effect the second hand product. Even if you remanufacture it is still fashionable.

Even though you got send it back to do redesign re manufacturing you still get a market for your country because the income level just met the requirements but also in Europe or UK you can get poor people this two got a market. In that case you can see the transfer from the entire brand new product into the mixed party make something new, in terms of uses of resources and make less new to make more remanufacture. They still can get new business. So that is a kind of a tool kit of an economy. In the economy, if you buy something five years ago, after five years, it becomes second hand. Then you get a chance to get the second hand back you sell quit expensive to them and then you get them back in quit cheap , you know how to remanufacture it. Even though you got a big market inside your country but also some people can get a market of remanufacture product. In that cases you still get a business there.

MN: wow! That’s a really interesting aspect.

Professor Qin:

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So in your case, in terms of crowdsourcing, it’s not a necessarily all about the online business.

Crowdsourcing is the kind of the business model you can outsource something. As you say, I don’t have a computer how will I do, in your company, say, every company say have 100 people in different city so if you connect the 100 people they can act as a software platform to get marketing issues real life issues, they can collect and use the product from the city they can re distribute the second hand product from the city to country side, or design and mismatch design, outside the manufacturing to meets the local requirements or customers. So in their case, the platform doesn’t have to be digitalized. You can do mixups with the traditional business with manufacture.

But in terms of the value chain, somehow can fall into the crowdsourcing base business model.

MN: so right. So can crowdsourcing be used in every level of business? Like example, marketing, design, development R&D, in every step? Is it possible?

Professor Qin: Yes. I think so yea! In marketing, you can say well, if I get say the towels the towels for size from A to B yea, and the price is for 1 pound to 5 pound. So how many we need? Traditionally like you say the postman will go door to door ,he say 5 pounds, no, then I will go to village to village, u know ehere, this area 5 hundred piece, now that is a business information. That is basically crowdsourcing, to get what size and for together, but also that is a kind of marketing where you can sell 5 oo towels to village A, everyone liked it fter one week, you identified people like it very much it’s a very good market place, which is also second hand, we still feel proud because their clothes may be sometime belonged to some other people.

MN: exactly.

Professor Qin: Therefore, that will give you kind of information to promote your marketing, this kind of marketing. And for the design, of course you can do crowdsourcing. For example china color on baby, how will it look like, of course something good. Even for money, if business in r textile and fashion design say, look we don’t have money but I can see the marketing, we can use bigger market, I have really good business plan, but nominee. But you can have that. By internet go to the crowdsourcing or crowdfunding. Example, someone will give 100 pound, or 50 pound, so yes, I can say you can use crowdsourcing in every single stage in business.

MN: so do you think in Bangladesh young entrepreneurs can open their new fashion business crowdsourcing can be a very good option for them?

Professor Qin: Yes. They can use the crowdsourcing to get funding, to set up new business, and also you can evaluate your business plan. For investing in business plan, you will know the reason of why people don’t want to invest and where want to invest, and then you will know they are risking the money a lot. It is kinds of a chance to evaluate your business plan. For getting investments and to start up a new business.

MN: Right.

Professor Qin: So this is why I can see a lot of new startup business starter they use crowdsourcing to trace the market information and to trace the business plan for start their own business.

MN: So, what you think where the motivation of the designers can come from? Why designers will spend their time to provide ideas for any fashion organizations?

Mr. Quin: First, if you are not very famous designer, you may think that you can get older in your desk to sell your design, so therefore, to make a life, you need to make money. Use the ability or skill to participate. On the second hand, when you produce design ideas, you could have picked by big company as they select the best one what are the remain designs goes? Dose it go to the rubbish bin? Or you can say someone will

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like my idea in a new market and I am going to reuse it, so if you have skills, you can design many. But when organization doesn’t select the idea, you feel frustrated and you feel failure, but you can keep satisfy yourself with your product, and to the market, once you start this, you can learn more and more about what the market prefer. When u really know the market, and the environment you can make your design for your own.

MN: yea definitely.

MN: so what you think the drawbacks can be for using crowdsourcing in underdeveloped country like Bangladesh?

Professor Qin: I think crowdsourcing can be challenging path because of the law, and the IT protection and the people do not trust each other with their loyalty. That is kind of a difficulty to stand in ways, but every country need to grow from there. It is a timeline and develops process you need to grow through. Even with the more prejudice, people get more used to that kind of possibilities. That will make a whole nation culturally transform in to another business environment. Other than business environment but, in a developed business environment in that case, someone is need government to protect, a new law to protect that business, core development and the social development of the law the government system need to go Parallel.

MN: Do you feel like Bangladesh textile industry can be changed if we utilize crowdsourcing in a proper way?

Professor Qin: I guess so. Yea because you are thinking about for fashion ideas, everyone can help their somehow or less of course everyone can get a reward somehow or less based on the culture or religion. If you see every other you can go back sometime somehow that can add value and attitude this is kind of a saying.

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12 Appendix: 4 E-mail interviews of Category: B (designers and entrepreneurs) Participant number-1: Dilshad Sharmin Designer, Apple box films Email Address: mithun@appleboxfilms.net

1.

How long have you been designing and what was your educational background?

I love this question! It really gets me reminding and thinking back to my childhood. Some of my fondest memories were spent at central konchi kanchar mela , an nonprofit children organization. I was going there for learning drawing .It was a best place for a 6 year old kid. I would spend hours at there and dreamed to be an artist .After High school I joined Dhaka University for doing my bachelor degree in fine arts at drawing and painting department. I knew the only way to be a truly successful designer would be to acquire my Bachelor’s Degree work my way through some amazing Design Firms and really hone my skill. In the 6 years of working in design, I have helped many different clients in achieving their individual design goals. I always incorporate my education and my experiences, with a small infusion of my own design philosophies. I hold true to the fact that the designer needs to listen, interpret and ultimately create a space that is a beautiful reflection of each client’s uniqueness. I graduated from the Dhaka university in 2008.I have done my graduation and post-graduation in fine arts

2.

Are you working with any organization? Or own business, Freelance?

I have been working as a costume designer at Apple box films a renowned production house, which’s been making t commercial.

3.

Nowadays, in the fashion world, organizations or brands are conducting contests to get more creative people in the industry. As a designer/ entrepreneur, what do you think, if organizations can provide online platforms/contest or opportunities for designers, how well it can impact Bangladesh fashion industry?

In this era, internet is a part and parcel of our everyday life. From education to business, internet is everywhere. With the rise of online fashion houses, boutique shop, more online contests are needed for designers to have an easy accessible platform to show off their talents. Also, online contests usually costs less to organize and participate which is why it will interest aspiring or new designers to fulfill their dream of making it big in the fashion industry. Creating more online platforms will result in a stronger and more versatile fashion industry.

4.

Are you aware of the term “crowdsourcing or open innovation in fashion”?

I am aware of the term crowdsourcing or open innovation in fashion. I believe this practice is revolutionizing the fashion industry by giving the consumers a chance to be more than just consumers.

5.

Now, one of the major changes in the fashion world is involving consumers for product development process. Today consumers are not considered only as consumers. What do you think about involving consumer or people for product development process? Ex: designing, gathering unique ideas, solution, Feedback? As a designer would you consider or participate in crowdsourcing platforms?

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Involving the general people or consumers in the product development process not only gives the designer a better and deeper understanding of how a consumer's mind works, it also gives the consumer a better understanding of how the fashion industry works. It makes the consumer feel a part of the whole process and makes them more interested in buying the products. Designers who involves consumers in the developing process get better ideas regarding the designs and gain knowledge how general consumers' mind works and thus helps them to design products that are more crown appealing. If I was a designer, I would definitely participate in crowdsourcing platform.

6.

The Internet has changed the way people do shop. International brands are trying to utilize social media to capture consumers all over the world. Can you explain the role of social media for designers and fashion organizations in Bangladesh? And do you think creating unique online platforms can create a new market for fashion organizations in Bangladesh?

Well, social media is playing both a beneficial and crucial role for designers and fashion organizations in BD. Fashion designers or organizations can easily now reach to their targeted customers. In addition, online shopping is now quite popular among the young generation especially among teenage girls, young women and corporate ladies as it is time saving plus they can have the authentic products foreign products which are unavailable in the general stores or new market. Some online shops are also satisfying the customers through their reliable service.

So, yes social media is creating a great space for online profitable business in BD. I believe that creating unique online platforms would be a great step for the female customers in BD. It obviously can create new market for fashion organizations as most of the customers do their shopping from the New Market, Bashundhara City or other MALLS. They feel reluctant to go for shopping by overcoming the challenge of terrified traffic jam. Nonetheless, the guarantee for the originality of the products is also uncertain. Customers get cheated or remain unsatisfied. So yes, unique online platforms considering the reasonable price, good quality products or clothing, easy shipment or hassle free quick home delivery can create a new market for fashion organizations in Bangladesh. (They of course have to remember about the majority while setting the price or choosing the product/clothing)

7.

Do you feel that nowadays customers don’t have value for clothing, and as the fashion is so fast, there is less sustainability? What are the possibilities of solving unsustainability by utilizing consumer’s involvement?

Yes, I believe customer's idea of fashion and clothing has been changing much more frequently these days. With the exponential growth in Internet, smart phones, online retail stores, a person has access to fashion from all over the world. All these have made customers more demanding and less loyal to one particular type of fashion or clothing. A possible way to increase sustainability is to be increasingly more vibrant towards changes in fashion and arrange regular campaigns through digital media directed towards the targeted customer segment.

8.

Do you think that open innovation or crowdsourcing can inspire a lot of new designers getting into the marketplace as the technique can promote new designers and their work?

Since the past few years, Crowd-sourcing has been making its way to the marketplace. We are all busy bees on the run, and can barely afford to be slow for almost anything. Crowd-sourcing has given people the opportunity to bring forth the best results using their limited resources. Open innovation allows people to work out with their new and pertinent ideas and thus help themselves along with the people/group/company they are working for. For instance, with persistent efforts the designers can earn for themselves and at the same time create a platform where they can mould their careers in their chosen areas. Furthermore, this allows them to make contact with a large number of people who demand those services from them, which not only assures the designers of their growing demand but increases their range of opportunities to formulate their own names as well.

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Nevertheless, the perk of crowd-sourcing lies with the fact that any company always urges for innovative services. So, the competition is never-ending. Therefore, the market demand for new designers always manages to be the same; as for the designers, this competitive attitude also compels them to think out of the box keeping in mind the limited resources of time and cost.

Hence, I believe, crowd-sourcing can be one of the sustainable components to promote new designers and their work.

9.

Now Bangladesh is competing with global brands, if we want to establish our self in the fashion world, do we need to use different types of strategy? Perhaps can we use customers for designing, or getting creative ideas at all (From Bangladesh online fashion perspective)? In your opinion what can be the impact or threats? it is always good to go with the time as time is changing people's choice, social perspective , way of life everything is changing. So it is always clever step to try new strategies and when it is about to compete with the whole world there is always a room for innovation. And innovative ideas can be produced not only by the designers but also customer’s choice should be included for making their own choices. They can be put into giving ideas or designing plans for their own. Each individuals are different so different ideas are must to be produced among a lot of innovative ideas or designs. Many might click and might be taken by the mass people and also might become a trend into the global market.

10. Motivation is very important for any kind of participation. If money is the motivational part, and also it can show your creativity would you consider as a designer to participate any crowdsourcing platform in the future?

Yes, of course. As a designer I always prefer to express my creativity, it is always my first priority, and if money is the motivational part, then obviously I'll participate in any crowdsourcing platform.

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Participant number-2: Zakiya Urmee, Designer, HIJIBIJI Dhaka Bangladesh MAIL address: urmee30@gmail.com

1.

How long have you been designing and what was your educational background?

I am from science background; I am designing for long eight years.

2.

Are you working with any organization? Or own business, Freelance?

I have my own business and working as freelancer.

3.

As a designer/ entrepreneur, what do you think, if organizations can provide online platforms/contest or opportunities for designers, how well it can impact Bangladesh fashion industry?

It will be very helpful for an upcoming fashion designer if they get a platform online based. As most of the people, spend most of their time on internet, and its very easy way to reach people and organization within very short time. Bangladesh fashion industry nowadays depends on online to reach their target market.

4.

5.

Are you aware of the term “crowdsourcing or open innovation in fashion”?

No What do you think about involving consumer or people for product development process? Ex: designing, gathering unique ideas, solution, Feedback?

It is a very good idea, if people can participate in product developing, as they can get their desired product and will be satisfied.

6.

7.

8.

9.

Can you explain the role of social media for designers and fashion organizations in Bangladesh?

And do you think creating unique online platforms can create a new market for fashion organizations in Bangladesh?

Already designers are working through online, to show their work and capability, and online platform is effecting in a good way.

Do you feel that nowadays customers don’t have value for clothing, and as the fashion is so fast, there is less sustainability? Do you think, creating physiological relationship among consumer and product can be an effective strategy to solve the problem?

Yes Do you think that open innovation or crowdsourcing can inspire a lot of new designers getting into the market place as the technique can promote new designers and their work?

Yes Can we use customers for designing, or getting creative ideas at all (From Bangladesh online fashion perspective)? In your opinion what can be the impact or threats?

We can use. And there will be a good impact, as they will be able to get their product according to their expectation.

10. If money is the motivational part, and also it can show your creativity would you consider as a designer to participate in any crowdsourcing platform in the future?

I would like to participate

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Participant Number- 3, Sahal faisal VIA MAIL Young entrepreneur, Set-go-tex Dhaka Bangladesh Email Address: sahal.faisal10@gmail.com

1.

How long have you been designing and what was your educational background?

I am a student in Bangladesh Independent University, doing my bachelors in business administration, my major is marketing and my minor is in human resource management.

2.

Are you working with any organization? Or own business, Freelance?

Yes, Along with some of my friends we started a business of buying house, named Set go Tex. we are still in an initial stage, process of building of the business and finding new buyers, so yes it’s a new business.

Also we have e-commerce business.

3.

Nowadays, in the fashion world, organizations or brands are conducting contests to get more creative people in the industry. As a designer/ entrepreneur, what do you think, if organizations can provide online platforms/contest or opportunities for designers, how well it can impact Bangladesh fashion industry?

It’s an opportunity but not now. Because I think entrepreneurs right now or any business man sees this contest still a threat for them because they are not familiar with this kind of thing, how to handle it, how to conduct it. The thing is Bangladeshi people is still using internet for entertainment or communication purpose. Those who actually know about how to work and earn in internet are the software developers, programmers, etc. And in fashion industry small business such as boutiques are more popular here. Some boutiques became online store later but the contest designs are not very famous here. Also there are trust issues, this is not a happening business now in Bangladesh if you consider through online.

4.

Are you aware of the term “crowdsourcing or open innovation in fashion”?

Yes.

5.

Now, one of the major changes in the fashion world is involving consumers for product development process. Today consumers are not considered only as consumers. What do you think about involving consumer or people for product development process? Ex: designing, gathering unique ideas, solution, Feedback? As an entrepreneur would you consider or participate in crowdsourcing platforms?

For organizations that like to take risk can utilize this technique, but for our organization, I would not consider this right now. If we do use in the future, I think designing will be the stage.

6.

The Internet has changed the way people do shop. International brands are trying to utilize social media to capture consumers all over the world. Can you explain the role of social media for designers and fashion organizations in Bangladesh? And do you think creating unique online platforms can create a new market for fashion organizations in Bangladesh?

You are absolutely right. The social media has made a great impact in Bangladesh. In the last 5 or 6 years, if you look back many brands is here which first started as an online store then became a brand and they open their physical store in markets. It created a new way of selling their products, new way of marketing.

I think young generations are keener to it. As a new organization we also sell products online. We know the future is the social media actually the present and the future is the social media. The market will change because people look for easy way of shopping and they want to do things quickly.

7.

Do you feel that nowadays customers don’t have value for clothing, and as the fashion is so fast, there is less sustainability? What are the possibilities of solving unsustainability by utilizing consumer’s involvement?

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8.

I think the process is so fast, there is no room for value. Time is very important for every business. I think there are possibilities of solving these issues. People will learn about the product more.

Do you think that open innovation or crowdsourcing can inspire a lot of new designers getting into the marketplace as the technique can promote new designers and their work?

Yes. I think it can be an opportunity to do that. Bangladesh needs to move forward and explore all the possibilities we can. And we need talented designers.

9.

Now Bangladesh is competing with global brands, if we want to establish our self in the fashion world, do we need to use different types of strategy? Perhaps can we use customers for designing, or getting creative ideas at all (From Bangladesh online fashion perspective)? In your opinion what can be the impact or threats?

Customers being used for designing are quite interesting idea. But I don’t think fashion organization wants to do that here. They are more comfortable with internal designing rather than external.

10. Motivation is very important for any kind of participation. If money is the motivational part, and also it can show your creativity would you consider as an entrepreneur to create any crowdsourcing platform in the future?

Money is the main driving force. I think it’s possible to attract large number of designers if organization can provide money. I think it’s an interesting aspect and may be in the future I will consider using it for our organization.

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Participant number-4 ,Towkir Mahmud, Young Entrepreneur, Set-go-tex Dhaka Bangladesh Email address: towkir_hm95@live.com

1.

How long have you been designing and what was your educational background?

None. I did Bachelors business Administration in Accounting.

2.

Are you working with any organization? Or own business, Freelance?

Yes, I have my own business. I am doing e-commerce on clothing.

3.

Nowadays, in the fashion world, organizations or brands are conducting contests to get more creative people in the industry. As a designer/ entrepreneur, what do you think, if organizations can provide online platforms/contest or opportunities for designers, how well it can impact Bangladesh fashion industry?

As an entrepreneur, I think it’s a very wise idea to boosting the fresher designer or who have creativity in themselves but did not get any platform to show their ability and also conducting this type of contest make Bangladesh Fashion Industry more compatible, comparative and upgraded and will not get into any shortage of designer.

4.

Are you aware of the term “crowdsourcing or open innovation in fashion”?

Yes, I have some sort of idea about open innovation in fashion, But “crowd sourcing” is a new one but interesting.

5.

Now, one of the major changes in the fashion world is involving consumers for product development process. Today consumers are not considered only as consumers. What do you think about involving consumer or people for product development process? Ex: designing, gathering unique ideas, solution, Feedback? As an entrepreneur would you consider or participate in crowdsourcing platforms?

Involving consumer in product development process is good thing but there is some issue that may be pop-up any time during the decision making process. Consumers have different perspective and fashion needs, these issues will make a conflict to take a decision. As an entrepreneur I am looking forward to this type of contest.

6.

The Internet has changed the way people do shop. International brands are trying to utilize social media to capture consumers all over the world. Can you explain the role of social media for designers and fashion organizations in Bangladesh? And do you think creating unique online platforms can create a new market for fashion organizations in Bangladesh?

Social Media makes fashion industry more productive. Designer and fashion industry both of are getting idea about world fashion from social media and what’s going on in fashion market. People can buy or sell through social media now a days and it makes life easier. Fashion varies by culture, attributes; creating unique online platform is very challenging in Bangladesh Fashion Industry. But I personally think unique online platform can make a new market in Bangladesh fashion industry because people have an extra affection on uniqueness.

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7.

Do you feel that nowadays customers don’t have value for clothing, and as the fashion is so fast, there is less sustainability? What are the possibilities of solving unsustainability by utilizing consumer’s involvement?

It is quite interesting aspect that now a day’s people has less sustainability. But I believe that user involvement can solve the situation in a small content. I think making understand customers the value of clothing should be the first priority. On the other aspect I think it is very difficult to do in this current situation. But I am glad to know that people are trying to find new ways to create value. I think it’s very important.

8.

Do you think that open innovation or crowdsourcing can inspire a lot of new designers getting into the marketplace as the technique can promote new designers and their work?

I don’t think it’s available in Bangladesh. But it could be a new way to do the business in future.

9.

Now Bangladesh is competing with global brands, if we want to establish our self in the fashion world, do we need to use different types of strategy? Perhaps can we use customers for designing, or getting creative ideas at all (From Bangladesh online fashion perspective)? In your opinion what can be the impact or threats?

If we want to established our own brand in global market, we have to be very much potential and need to have forecasting sense about changing fashion and trend. We need to use different types of strategy to stay hard in the global fashion market. In Bangladesh Fashion Industry, what I have seen in my shortest business time, Bangladeshi consumers are not ready for the change or uniqueness, so basically they are going with the flow .Creativity can be threats in Bangladesh online fashion market.

10. Motivation is very important for any kind of participation. If money is the motivational part, and also it can show your creativity would you consider as an entrepreneur to create any crowdsourcing platform in the future?

As an Entrepreneur, I would like to create a crowd sourcing platform for the upcoming and talented designers. Because what I believe, Consumer engagement can upgrade our business so fast. And Crowd Sourcing is like that, it will make our consumer becoming or to be a designer.

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Participant Number- 5, Pavel Anik, Young entrepreneur, Ape International Dhaka Bangladesh Email address: pavel.anik@ape-int.com 1.

What was your educational background?

I have done my HSC from Dhaka City College (2010) and SSC from Uttara high school (2008). And did my BBA from Independent University, Bangladesh (2014) majoring on Finance (Minor- Marketing).

Currently enrolled for MBA on Marketing (North South University).

2.

Are

you

working

with

any

organization?

Or

own

business,

Freelance?

I have done my internship program from Citi N.A for undergrad program. After that I have started my own business on RMG sector from December 2014. Till now I am working here to establish my Business properly 3.

Nowadays, in the fashion world, organizations or brands are conducting contests to get more creative people in the industry. As a designer/ entrepreneur, what do you think, if organizations can provide online platforms/contest or opportunities for designers, how well it can impact Bangladesh fashion industry?

Definitely that type of platform will help those local designers to explore their ideas to the world by sharing their creative thoughts. And ultimately those outcomes will help the Bangladesh fashion industry to create their own space in the fashion world.

4.

Are

you

aware

of

the

term

"crowdsourcing

or

open

innovation

in

fashion"?

Yes I am.

5.

Now, one of the major changes in the fashion world is involving consumers for product development process. Today consumers are not considered only as consumers. What do you think about involving consumer or people for product development process? Ex: designing, gathering unique ideas, solution, Feedback? As an entrepreneur would you consider utilizing crowdsourcing platforms?

Business depends on its consumers. Success of any business depends on the customers’ satisfaction.

End of the day you will try to find the satisfied consumers, not the satisfactory production. So involvement of your consumers to the product development will definitely satisfy you as an entrepreneur. And as a small entrepreneur I am trying to do that.

6.

The Internet has changed the way people do shop. International brands are trying to utilize social media to capture consumers all over the world. Can you explain the role of social media for designers and fashion organizations in Bangladesh? And do you think creating unique online platforms can create a new market for fashion organizations in Bangladesh?

Social media is a very strong tool now a day’s for designers and fashion organizations in Bangladesh.

Through this tool a producer or a seller can easily and directly get interacted with their potential consumers. And as an entrepreneur I am also using this tool to promote my newly developed label in the local market and few other countries. Any unique online platform can definitely create new market for fashion organizations in Bangladesh.

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7.

Do you feel that nowadays customers don't have value for clothing, and as the fashion is so fast, there is less sustainability? What are the possibilities of solving unsustainability by utilizing consumer's involvement?

The flow of fashion is so fast now. So customers can easily be destructed by the flow. But the customer’s involvement on product development will narrow the threats and create value for clothing.

8.

Do you think that open innovation or crowdsourcing can inspire a lot of new designers getting into the marketplace as the technique can promote new designers and their work?

There is no doubt about that. Because those people are creative enough to explore them to the world.

9.

Now Bangladesh is competing with global brands, if we want to establish our self in the fashion world, do we need to use different types of strategy? Perhaps can we use customers for designing, or getting creative ideas at all (From Bangladesh online fashion perspective)? In your opinion what can be the impact or threats?

In my opinion first we have create a set of strategies to establish ourselves in the fashion world. Then have to make another set of strategies on the implementation of the customers’ involvement. Like how we can implement the ideas received from the customers to our brand. The main threat will be to develop a combined platform between customers’ idea and its implementation at the production line.

10. Motivation is very important for any kind of participation. If money is the motivational part, and also it can show your creativity would you consider as entrepreneur to utilize crowdsourcing platform in the future?

Money is the best tool for motivation, but sometimes the involvement of your ideas towards the fashion world can motivate you more than money does. So I will definitely go for Crowdsourcing platform in the future.

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13 Appendix: 5 MANUAL CODING ANALYSES: Analysis Table: FULL VERSION Findings Primary data (Category: A) Coded (All the interviews are documented in Appendix) TABLE-1

Stage: 1

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14 Appendix: 6. MANUAL CODING ANALYSIS Findings of primary data Category: B FULL VERSION

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15 Appendix: 7 (personal memo coding process) CASE STUDY

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15.1 Participant jenny Jamal (marketing professor)

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15.2 Participant: Saidul Islam (marketing manager)

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15.3 Participant: Towfiq Mahmud (Merchandiseur)

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15.4 Participant: Maruf limon (Merchandiseur)

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15.5 Coding memo Category: A: Observer Comment

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16 Appendix 8 CODING ANALYSIS OF CATEGORY: B (Designers and entrepreneurs) Dilshad sharmin (designers)

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16.1 Category: B Observer comment

S

S

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17 Appendix 9: Survey analysis report:

S

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