Comparative Study Between Export Merchandising and Boutique-house Merchandising

Abstract

The work reported in this thesis is a comparative study between export merchandising and boutique house merchandising. The study was conducted by studying in detail the two types of merchandising procedures. Export merchandising deals with RMG export from Bangladesh. The boutique merchandising deals with the boutique houses or local fashion business houses that sell indigenous and locally made garments who sells their products mainly in Dhaka and other important cities of Bangladesh. For the study, both types of merchandising were studied in detail and compared. It was observed there are some activities common to both types of merchandising while there are activities that are not common or less important between them. In case of export merchandising, L/C opening and shipment must be done, but not required for boutique-house. For export merchandising, lab testing of the final product is done by third-party testing labs while boutique houses maintain quality through the in-house facility. The working procedure is long in export, the sampling process is also more complex but deals relatively with a small number of products with large order quantity while the boutique-houses produce a small quantity for each product but product range is huge which is very challenging for the merchandisers.