Garment manufacturers and exporters of Bangladesh have undertaken ‘Branding Bangladesh’ initiative. This involves organising visits to factories for foreign diplomats, donor representatives and dignitaries with stakes in the sector. The purpose is to highlight the progress the sector has made since the Rana Plaza tragedy two years ago and the fact there are many garment factories in the country that do practice international standards.

Visitors from the United States, the European Union, Canada, the Netherlands, Germany, France, Spain, Australia and Denmark will be shown the situation inside factories including working conditions, workers’ rights, safety and compliance standards and other good practices.

In turn, these visitors as stakeholders are expected to help brand the image of the local garment sector through sending out the right message to their respective countries. Many changes have taken place in Bangladesh’s garment sector and many more are in the process following inspections by western retailers.

The image of the country’s apparel sector was hit badly following some tragic incidents. Bangladesh had to undertake a damage control exercise, put its house in order and reassure its buyers that safety measures were being implemented in earnest and that its garment factories were committed to safe and responsible production practices.