Fashion, a word consisting of just 7 letters, represents an essential and iconic aspect of an individual. It is often the first thing we notice about someone, their sense of aesthetic fashion. When a fashion-conscious individual from Bangladesh goes shopping, they think of Ecstasy. Ecstasy is the premium fashion house in Bangladesh. What started as a dream in a small garage-like shop of 120 square feet has now grown into a brand with 24 outlets across the country, ranging from 700 to 1300 square feet in size. Furthermore, Ecstasy continues to expand globally, aiming to conquer the international market. In the late 90s, Mr.
Tanjim Ashraful Haque recognized the need for a fashion brand in Bangladesh and thus created ‘Ecstasy’. Ecstasy’s goal was to become the leading apparel retailer in Bangladesh by offering modern and high-quality fashion at affordable prices. However, turning this dream into reality was not an immediate feat. The lack of initial capital required a strong foundation for the brand to stand on. As a result, the fashion house began by selling various international brands under the same umbrella.
As the fashion departmental store expanded as a chain and the demand for ‘Ecstasy’ clothes grew, it became the opportune moment for ‘Ecstasy’ to introduce their own unique designs. These designs stood out from the norm and ventured into uncharted territory in Bangladesh. They pioneered the concept of Casual Wear, which had not been explored by any other brands in the country at the time. While others were solely focused on formal wear, ‘Ecstasy’ strategically positioned themselves in the casual clothing market. This move rendered the competition insignificant as they were the first to meet this new demand, ultimately dominating the entire market.
The casual line of Ecstasy clothes targeted mainly the youth market. However, it effectively segmented the market based on income, age, family life cycle, and gender in order to gain a competitive advantage. The brand primarily caters to the upper and upper middle class, with a broad target age group ranging from 18 to 50 years. This is evident in their choice of outlet locations, as the first outlets opened in Gulshan, Banani, Uttara, and Dhanmondi of Dhaka city. These areas are known as the residences of high-end individuals in Bangladesh. But what caught the attention of these affluent customers?
There were several factors that made this place special. Firstly, it was the only location where authentic international brand clothing like Nike could be found. Secondly, there was a strong appeal in the fact that a Bangladeshi fashion house was producing highly fashionable, comfortable, and long-lasting products. These products were of exceptional quality thanks to the use of wrinkle-resistant technology and the introduction of a new type of weaved fabric made from 100% cotton and blended cotton. Thirdly, the outlet’s design was truly remarkable, surpassing other retail outlets in its uniqueness.
Its approach was to captivate customers by allowing the clothes to speak for themselves in conveying their meaning. Additionally, it stood out with its unique promotional method by featuring models of international caliber. Its advertisements were exclusively displayed on premium billboards and in prominent sales locations, signaling the arrival of Ecstasy. Furthermore, it refrained from airing advertorials on mainstream media, maintaining an air of exclusivity. Once customers were acquired, they were provided with the highest level of service.
Ecstasy prided itself on hiring educated, stylish, communicative, and above all, trustworthy employees. Their culture discouraged blatant lies to customers about clothes suiting them, instead preferring to assist customers in selecting only the best options. Moreover, Ecstasy actively sought customer feedback and even introduced new sections based on their suggestions, such as formal wear for women and kids. This exemplifies the significance of customers to the fashion house. As a result, Ecstasy now proudly offers a diverse and extensive collection.
Ecstasy offers a variety of clothing options for men, including casual shirts, T-shirts, pull overs, sweat shirts, denim and non-denim trousers, cargo and shorts. They also have shoes and basic formal wear made from linen and cotton. As for women, Ecstasy’s women wear and their sister brand Zarzain cater to the age group of 16-34 years. They offer t-shirts, party wear, lycra, semi-formal shirts, denims, capris, tunics, and cargos. Zarzain is known for producing limited quantities of each product to enhance demand and create exclusivity.
Ecstasy also provides a section called Ash-kids specifically catered to fashion-conscious children in the 21st century. This realization of a brand name became a reality when Mr. Tanjim Haq launched ‘Tanjim’ in 2006, in line with his personal mission to establish a Bangladeshi clothing brand. Mr. Tanjim’s commitment and hard work are evident as he even pursued a fashion designing degree. ‘Tanjim’ serves as the main element of the ‘Ecstasy’ fashion house.
Tanjim offers a stylish and fashionable range of flattering styles, featuring a variety of prints, washes, and cuts that are meticulously designed. The collection boasts authentic details and functional attributes, giving it a distinctive identity. Limited edition items are available from Tanjim, creating high demand and allowing for a personalized look that evolves with each season. The brand primarily targets the male youth demographic, evident in their rustic and rugged designs.
The tagline of ‘Ecstasy’, ‘Your life, Your rules’, perfectly represents the youth culture. The brand’s affinity towards the youth is further demonstrated by the intricate shop designs of their ‘Tanjim’ stores. Additionally, ‘Tanjim’ has divided its products into two categories: ‘Tanjim Street’ for regular customers and ‘Tanjim Signature’ for premium customers. Therefore, ‘Ecstasy’ stands for and promotes the youth in Bangladesh. A distinct feature of the brand is its logo, which depicts a highly adorned bat. This bat symbolizes overcoming fear, and all ‘Tanjim’ products bear this logo, giving the brand a symbolic dimension. Over time, ‘Ecstasy’ has become a prominent brand among Bangladeshi youth due to their innovative and creative designs. In 2011, Mr. Tanjim’s dream of establishing a brand in Bangladesh came true. The company now employs 230 individuals across Bangladesh and commands a significant portion of the apparel market. Expanding internationally, ‘Ecstasy’ aims to open stores in Malaysia, India, and Dubai while keeping ‘Tanjim’ as their main focus. Ecstasy’s Head of Operations, Md. Abul Kalam Azad (Raaz), leads this mission.
