Western individualist ideas falter at the salvation of cultural aesthetics. Collective consumer behaviour prevails at every festivity celebrated in Dhaka. Exceeding over 500% more foot traffic than the initial response, an exemplary narrative emerged at an event called ‘Boiragee’, founded by Jasmin Fatima Yana and Khandoker Shafin-ul-Haque. What commenced as leverage to platform SMEs on the cultural holiday, ‘Pohela Baishakh’ the Bengali New Year, generated a transformative model for word-of-mouth marketing and visual branding.
An up-and-coming businesswoman, Jasmin F. Yana, invested in an online startup business retailing fast-fashion items via her Facebook group, Cliqyana. Garnering over 14,300 followers as of 2024 on her Instagram, an exclusive network of social media influencers, fashion enthusiasts, and artists was brought in over the era of cloud businesses during 2021. Building a personal connection with her customers ascended her brand, lobbying into effective word-of-mouth through her inner association.
Overseas intel in local media visuals merged as co-founder Khandoker Shafin-ul-Haque, specialising in designing policies and CRM, curated their social media platform. Building brand recognition through a consistent colour palette and unique art style relevant to Bengali culture, Haque spearheaded the event’s online presence, savvy to consumer demands with intel in BPO. The duo has ascertained prospects of like-minded aspiring SMEs in workshops to further campaign their entrepreneurship skills.
A quintessential holiday anthem, namely “Melay Jaire” by the Bangladeshi rock band, ‘Feedback’, was featured in their content, evoking nostalgia in consumers. It was applied to their short-form video reel, with simultaneous jump cuts of a young model in a traditional saree in different areas of central Dhaka. Jump-cuts, nostalgic music, familiar Dhaka roads, and algorithmically relevant social media content were the traction of the teaser’s virility.
‘Carousel’ has a double meaning in the virtual lingo. Like a carousel, the sequential images singled to one line of sight enhance viewer retention in the melting pot of social media. The team of Boiragee posted a series of static, consistent visuals vibrant in cultural aesthetics via carousels, promoting their collaborations and vendors.
Boiragee impacts SMEs directly through the exposure generated in a limited timeframe. An assemblage of 35 vendors sold 80% of the stock displayed. The venue, which neighbours Justice Shahabuddin Park, engaged the onlookers to stimulate the experience of Pohela Baishakh further. Retail therapy is prevalent during business-to-customer interactions at the venue in a thematic ambience of Bengali arts; a podium labelled ‘Uthan’ and an open market, namely ‘Bajar’, were systemized.
German multifaceted cultural theorist Max Weber structured culture with two main ideas: human action through subjective meaning and understanding subjective meanings by dissecting them. A dichotomy of rationalities in consumer decision-making is coined by Weber – Belief-driven actions canvassed by cultural salvation alongside goal-oriented, efficient, and calculated means to achieve ends.
Entrenched post-colonial influences have subdued in the coming decades, peaking a cultural renaissance to reclaim and celebrate the rich heritage of Bengali aesthetics. A deliberate departure from colonial etiquette imposed upon post-colonial society is witnessed in events like Boiragee. Inspired by pre-colonial arts, analyzed visuals as a response counter the propagated idea of modernity steers individual expression in a collective setting.
Adaptive resource allocation alongside sole consumer identity can further exhibit cultural subtleties. Primary cultural modules comprise the intergenerational handover of knowledge, customs, and traditions within a community’s lifestyle, serving as frameworks for problem-solving, establishing brand values, and a manual of ideologies. They also encapsulate the evolving dynamics of relational interactions over time.
Virtual media serve as digital equivalents of old-style communal spaces. The ubiquity of internet connectedness fosters unparalleled levels of interaction yet stimulates choice paralysis among consumers. Western ideals of individualism have had a profound influence on self-identity. Amidst this nonconformist predisposition persists a distinct yearning for collective belonging. This innate longing finds fulfilment in cultural events, serving as vital criteria for unity and cohesion, gaining increasing prominence.
Modernization liberated the self from traditional constraints but led to more anonymous relationships. Increased impersonality and alienation have introduced a ‘blasé attitude’ as an avoidance technique in the urban simulation. Advanced structures of modernity is characterized by doubt and choice; consumers engage in a flexible construction of self. Various lifestyle choices have been pigeonholed using knowledge and expert systems to navigate personal identities through MBTI and Big Five surveys, serving as a vital branding tool.
Wales-born cultural studies pioneer Raymond Williams renders culture as a complex abstract discipline. Linguistics, education, and social etiquette encompassed fundamental aspects of culture in historical contexts. Anthropological standpoint on the routine per diem of consumers brings a notable ethos of Bengali artistic expression and lifestyles. Beliefs like secularism and inclusivity preexisting in virtual communal spaces have shaped consumers’ economic behaviour. Likewise, syncretic beliefs play a pivotal role in the resurgence of the Bengali aesthetic.
In today’s professional landscape, many individuals aspire to be in entrepreneurial roles, nonconformists to the old-fashioned 9-to-5 desk jobs, but rather pursue business and leadership. This shift reflects a desire for greater independence and financial autonomy, as evidenced by the increasing popularity of monetizing side ventures alongside corporate occupations. While this trend is prevalent, many small and medium enterprises (SMEs) face significant challenges sustaining their operations within the existing market environment.
Absences in strategic planning, financial management, and market positioning are key obstacles to sole proprietorship. Moreover, the abundance of data across virtual platforms presents another hurdle. While data is ample in the virtual forums of the internet, ineffective structuring and utilization impede SMEs’ ability to derive actionable insights crucial for informed decision-making. Learning has evolved into a more collaborative effort in response to these challenges. Compared to preexisting methods of obtaining theoretical knowledge or retaining knowledge via autocratic monologues, progressive times, virtual or not, prefer a conversational learning method.
Up-and-coming ambitious entrepreneurs emphasize practical experience over theoretical knowledge. This shift reflects a broader trend toward hands-on leadership development, wherein individuals cultivate skills through direct involvement in business ventures and interactional spaces of like-minded aspiring entrepreneurs. Virtual tools are pivotal in this process, serving as valuable platforms for expanding market reach, engaging with consumers, and gaining market insights.
Consumer preferences further underscore the evolving sole venture setting. Today’s consumers increasingly seek personalized products and experiences, creating demand for niche offerings that foster a sense of connection and intimacy. This consumer behaviour features the significance of agility and responsiveness within SMEs, as those capable of adapting quickly to market demands via personalized understanding are better positioned for sustained growth.
Consider the case of the emerging e-commerce Cliqyana, which specializes in fast fashion clothing. By leveraging virtual platforms for marketing and engaging in person-to-person interaction with customers, the entrepreneur reaches consumer trust and personalizes her business strategy to individual preferences, enhancing customer loyalty and market competitiveness. Such a phenomenon is evident in Ms. Yana’s venture and growth of Cliqyana. Compared to an uncanny faceless façade or a feeling of grandiosity towards consumers who operate as autonomous subjects in a post-modern backdrop.
The current setting is characterized by a shift towards independent, skill-driven ventures facilitated by virtual tools and consumer demand for personalized experiences. Overcoming SMEs’ challenges requires an all-inclusive approach emphasizing practical skill development, data utilization, and responsive market engagement. By embracing these principles, aspiring entrepreneurs are advantaged in the competitive scene to establish sustainable ventures poised for long-term success.
Author: Nawshin Nawar Alam
