Merchandising of Men’s Shirt in Bangladesh – A Case Study

Mohammadi Group Ltd, Bangladesh

Executive Summary

Mohammadi Group is one of the leading garments manufacturers in Bangladesh. Starting its operation in 1986 with only 52 workers. Though it is mainly a garments manufacturer, over the years it has diversified into different industries like Real Estate, Power Generation, Information Technology Services, and High-Tech entertainment. Mohammadi Group will ensure sufficient training and suitable work to increase the productivity and skills of the employee.

Now Mohammadi Group has a 157000 square feet area and production capacity is around 6,70,000, a number of machines 2,500 and number of employees over 8,000. In the garment’s arena, currently, they are manufacturing woven shirts and blouses in their own woven units. It is also one of the top sweaters manufacturers in Bangladesh and its customers include many world-renowned brands like H&M, C&A, Zara, Esprit, Sears, Wal-Mart, Target Stores to name a few.

Mohammadi Group is an ISO 9002 certified company. Mohammadi Group is also a member of BGMEA. The name of the associated companies of Mohammadi Group is: WOVEN GARMENTS MANUFACTURING

Production Units and Capabilities

1. MG SHIRTEX LIMITED
   • Number of Production Lines:06 (Six)
   • Product Range: Men’s & Boys Dress and Casual Shirts, Ladies Blouses.
   • Production capacity:1,80,000 pcs/month
   • Production Area:45,000 sqft.
2. MOHAMMADI GROUP LIMITED (MGL)
   • Number of Production Lines:06 (Six) Lines
   • Product Range: Men’s Dress and Casual Shirts
   • Production Capacity: 1,80,000 pcs/month
   • Production Area: 35,000 sqft.
3. THE MOHAMMADI LIMITED (TML)
   • Number of Production Lines: 04 (Four) Lines.
   • Product Range: Men’s Dress and Casual Shirts
   • Production capacity: 1,10,000 pcs /month
   • Production Area: 27,000 sqft.
4. ARROW APPARELS LIMITED
   • Number of Production Lines: 10 (Ten)
   • Product Range: Men’s Dress and Casual Shirts.
   • Production capacity: 2,00,000 pcs/month
   • Production Area: 50,000 sqft.

 

Table 11: Mohammadi’s Company Overview

Business Process

1. Delivery lead time: After order confirmation, the company requires 20 days for approval sampling, which involves making up samples of incorrect sizes, colors, and yarn, for approval. Upon confirmation of the samples, about 45/60 days are required for production, depending on the product, order quality, and time of year.
2. Sample delivery charge: A full sampling service is available to meet all design needs. Delivery costs of all sending samples in all the steps of order processing up to shipment are on buyer’s
3. Payment terms: make payment by T/T for all orders 100% in advance. For a larger amount payment must be made by irrevocable and transferable L/C in their

Garments Manufacturing Process Overview

Stepwise garments manufacturing sequence on the industrial basis is given below:

• Design / Sketch
• Pattern Design
• Sample Making
• Production Pattern
• Grading
• Marker Making
• Spreading
• Cutting
• Sorting/Bundling
• Sewing/Assembling
• Inspection
• Pressing/ Finishing
• Final Inspection
• Packing
• Dispatch

This is the Basic Production Flowchart of a Garment followed in Mohammadi Group Ltd, Bangladesh. In advance, some of the processes can be added or removed. Here is a brief discussion of major process steps of Garments & Apparel Manufacturing Technology:

1. Design or Sketch: Before making apparel of garments we must have to design or sketch the appearance completely. It helps us at the further process to monitor the manufacturing faults and process
2. Pattern Design: Every piece of Apparel or Garment is built upon a pattern is made by the standard sizes of Men and Women. We must have to make a pattern to follow while manufacturing a garment product. It saves time and increases the rate of accuracy of making.
3. Sample Making: Before going for bulk production; it’s a smart step to make a complete sample of the desired apparel. After making the sample if the production manager thinks that this is okay; then further bulk apparel or garment production is to be carried out by following the exact size and quality of that
4. Production Pattern: After making the cloth sample that has been mentioned in the previous process step; it’s wise to make a production sample that will be hung out in front of every laborer that is recruited to make this clothing
5. Grading: Grading is done in order to grade various sizes of garments in a separate place so that it would be easier to inspect and maintain the export works at
6. Marker Making: Market making is the process to sketch on fabric before cutting it. The market is to be in the standard size required by the buyers.
7. Spreading: After making a market; we have to spread the whole fabric over the spreading table in order to put a Marker and pattern over it.
8. Cutting: After successfully spreading the fabric and putting all the marks and sketches by the marker; this is the time to cut the fabrics according to
9. Sewing & Assembling: Each of the parts of clothing should be sewed or assembled in order to make complete apparel that is wearable.
10. Inspection: In this step of the garment manufacturing process each of the complete apparel or garment is to be checked and rechecked. If any fault is found; then the whole process should be repeated.

Mohammadi Group Ltd also has its own CAD system for Pattern Making. Computer-Aided Design (CAD) becomes an essential tool for making and related jobs in the garment industry. In the apparel industry, CAD software is used for pattern making, grading of patterns, marker making, and digitizing manual patterns.

There is a number of CAD software suppliers who have developed CAD systems. CAD is used the find the quantity of consumed fabric of every piece of product. CAD tries to reduce “Break” among the parts. That means reducing the gap is equal to increasing the level of efficiency. More efficiency indicates a decrease in the quantity of fabric for producing garment products.

Sampling Process

Table 12: Sampling Process at Mohammadi Group Ltd, Bangladesh

Sampling Department starts its activities after receiving the original sample or sketch sample from the buyer with an intention to testify the capability of Mohammadi Group to meet the desired standard of the products. Two people contribute toward the efficiency of the sampling dept. They are sampling man and pattern master of Mohammadi Group.

 

 

Merchandising

The merchandising which is related to garments is called garments merchandising. A garments merchandiser’s main term is to buy necessary raw materials such as fabric, accessories, etc., and then made garments by those products and sell those garments. Duties of a Merchandiser:

• Merchandisers must work very closely with Buyers and determine the range of goods to be sold.
• When to buy
• Their
• Merchandiser responsible for a range of merchandise, contents, price and give policy guidelines to Buyer.
• Merchandiser could also be responsible for promotion, display, sales forecast, and stock

Merchandising Activities in Mohammadi Group Ltd

• Getting an order of a particular garment
• Buying raw materials & accessories
• Producing garments
• Maintaining required quality level
• Exporting the garments within the scheduled time

Role of Merchandiser

• Receive tech pack & quotation from
• Check consumption of fabric &
• Prepare price quotation and send to
• Send development / LA sample as per GAP standard procedure &
• Negotiate labels, lining, fabric, and metal items price after order
• Booking of Fabric, Trims &
• Receive Proforma Invoice / Sales Order from supplier & sign back the same to supplier for their bulk production proceeding confirmation.
• Follow up L/C opening and
• Settlement of claim issues for fabric and
• Make T&A, CPS, and update within 15 days.
• Update & follow up order information with planning
• Send sample (JSS, RE, AD, PP, GPT, SEALER/TECHNICAL TOP & TOP) to the buyer for approval & follow-up.
• Ensure bulk fabric & trims all are in
• Send trims swatch cards to the buyer for
• Prepare order file for the buyer
• Make executive summary sheet & order sheet a factory
• Make destination wise vessel
• Attend PP meeting to start
• Develop shade band and submit to the buyer for approval & follow
• Follow up safety
• Attend day to day production
• Work in process update to
• Send Top of the Production (TOP) sample to buyer for approval & follow
• Make EDI & provide it to
• Prepare inspection
• Follow up final inspection
• Receive Inspection Certificate (IC) copy from buyer QA & send the same to the commercial (Export) department for further proceeding.
• Vessel booking in E-sps for
• Prepare closing summary