In my previous two columns, I highlighted the growing demand for professionals in communication and branding within the apparel industry and the key topics that branding professionals should be well-versed in. In this third and final column on ‘Apparel Communication and Branding’, let’s explore how someone can acquire the necessary knowledge and develop expertise in this area.
A small note before we begin. To my knowledge, there are no dedicated educational courses in Bangladesh or even in most Western countries that are specifically designed for branding and communication professionals in the apparel industry. Based on that, these are some of several ways for individuals to gain the knowledge needed to excel in this field. With a proactive approach to learning, any communication professional can acquire the required expertise and thrive in apparel branding and communication.
Apparel Publications
One valuable approach is to read apparel trade press and publications. Several international trade journals, such as Sourcing Journal, Just Style, and Ecotextile News, specialise in the needs of the apparel industry. These publications cover key developments in fashion, industry challenges, innovations, and emerging sustainability issues. Subscribing to even one of these sources and reading it regularly can provide a comprehensive understanding of the apparel world.
Events, Workshops and Networking
A highly effective way to gain insights into the apparel industry is by attending events. Our organisation, the Bangladesh Apparel Exchange, leads in organising apparel events in Bangladesh. We host forums like the Sustainable Apparel Forum, Climate Action Forum, and Circular Economy Summit. These annual events bring together industry leaders and resource people, and focus on pressing topics while providing opportunities to attend workshops and discussions. Although they are typically invite-only, registration options are available, allowing anyone interested to participate. These workshops are particularly useful as they offer practical knowledge and insights.
Networking with peers is also invaluable. Events like these provide a chance for aspiring branding and communication professionals to connect with industry leaders and learn directly from their experiences. Building such connections can be instrumental for career growth.
Webinars and Specialised Courses
Utilising online resources is essential. Many online courses focus on specific topics like the Science Based Targets initiative (SBTi), Environmental, Social, and Governance (ESG), and sustainability reporting. Alongside enrolling in these readily available online courses, aspirants can also attend webinars organised by the United Nations Global Compact (UNGC) and other UN bodies. These webinars are not only free but are often led by highly knowledgeable, reputable experts. By attending these sessions and perhaps supplementing them with a few paid courses on topics such as zero-carbon initiatives and communication strategies for the apparel industry, an aspiring professional can build a strong foundation for a successful career.
Utilising Existing Communication Skill Set
In Bangladesh, we have many skilled communications and branding professionals working in various agencies. Though they may lack specific knowledge of the apparel industry, they could transition into the apparel sector, potentially with a salary increase of two to three times their current income.
This is an international industry, and opportunities extend far beyond Bangladesh. Professionals in this field could pursue roles in ASEAN regions like Hong Kong and Vietnam, as well as with global brands. As more Bangladeshi nationals fill these roles and excel, the entire apparel industry in Bangladesh stands to benefit.
Omar Gias is a Director of Strategic Engagement for the Bangladesh Apparel Exchange (BAE), with more than 17 years of experience in communication.
