Kamrun Naher Tuli
Head of Product & Merchandising Development
Crystal Group
Ms. Kamrun Naher Tuli is a seasoned professional with over 12 years of expertise in product development and merchandising. Currently the Head of Product Development and Merchandising at Crystal International Group (Amigo Bangladesh Limited), she has previously held leadership roles at global brands like INDITEX, C&A Sourcing, and PUMA. Armed with an MBA in Apparel Merchandising and advanced training in business development, negotiation, and textile technologies, Ms. Tuli blends strategic vision with technical excellence, making her a dynamic force in the apparel industry.
Let’s learn about her journey.
The InCAP: Ms. Kamrun Naher Tuli, please share your professional and academic peregrination for our readers!
Ms. Kamrun Naher Tuli: My professional journey spans over 12 years, where I have worked across various esteemed organizations, honing my expertise in product development and merchandising. Currently, I am leading the Product Development and Merchandising department at Crystal International Group (Amigo Bangladesh Limited), a role I took on in 2023. Prior to this, I served as the Senior Merchandise Head at ITX Trading INDITEX from 2019 to 2023. My journey also includes a tenure as Merchandise Team Head at C&A Sourcing, Bangladesh (2016–2019), as a Senior Merchandiser at World Cat Far East Ltd. (2013–2016), and as a Merchandiser at BEXIMCO (2012–2013).
Throughout my career, I have pursued various training programs and certifications to strengthen my skills and broaden my perspectives. I have been fortunate to attend international training sessions, including programs on business development and negotiation in Spain under INDITEX, and specialized courses in GID, GBS, PRM, and business planning across Hong Kong, China, and Vietnam with World Cat PUMA. Additionally, I have received training on modern textile technologies, brand management from IBA, University of Dhaka, and project management through BSDI in Dhaka.
Apart from these, I have completed courses on marketing, Stephen R. Covey’s “Seven Habits,” and TV news presentation from BIJEM and Creative Studies. These experiences have shaped my capabilities in both professional and personal development.
On the academic front, I hold a Post-Graduate Diploma in Garment Business Management from IBA, University of Dhaka, and another in HRM from Bangladesh Institute of Management (BIM). I also earned my MBA in Apparel Merchandising from Shanta Mariam University and my Bachelor’s in Textile Engineering from Daffodil International University. My academic journey began in Chittagong, where I completed my HSC from Chittagong Government Girl’s College and SSC from Railway Public High School.
This path has been one of continuous learning and growth, and I believe my dedication to excellence and adaptability has been key to my success in the dynamic apparel and textile industry.
What inspired you to pursue a career in product and merchandising development, and how do you stay ahead of trends in the fashion industry?
Merchandising and product development is the art and science of presenting & delivering products to end user in a way that appeals to customers and maximizes profitability while a production HUB will do its own margin business with brand identity.
With this profession I can experiment with full devotion and enthusiasm with new ideas and trends and test their impact on customer behavior and sales from Bangladesh region while Economically BANGLADESH is RMG Driven country.
I love creating attractive and engaging displays, analyzing customer behavior, and driving sales with realistic negotiation
With this profession I can work with different products, themes, seasons, and trends, while developing my skills in various aspects of merchandising. Furthermore, I can gain satisfaction from seeing the results of my work in increased sales, customer loyalty, and brand recognition, and feel proud of my contribution to the business success. With a career in merchandising, I can experience variety while growing my knowledge and advancing my career.
Can you please share a significant challenge you’ve faced in product development at Crystal Group and how you overcame it?
Product development challenges are a constant presence across all organizations, stemming from the intricacies of a fast-paced marketplace and the ever-shifting landscape of changing consumer trends. Crafting a successful product hinge on a multitude of factors, demanding significant effort and resource allocation. Navigating this journey, product development teams encounter a multitude of hurdles in their quest to maximize customer satisfaction. I face some good challenges for example- market uncertainty, evolving customer needs, resource constraints, Quality management, time-to-market pressures, and technological advancements ,cost etc. How ever – Understanding the areas where problems occur can help to organize and plan accordingly. Helping to alleviate or avoid some problems completely. Here are the top 5 product development challenges I faced and how I overcame it –
Market Research and Analysis
The first and foremost challenge in product development is conducting thorough market research and analysis. This includes identifying customer and user needs, understanding the competition, and determining the potential demand for the product.
This type of research is a requirement to building the right solution. Failure to conduct proper market research can result in developing a product that no one wants or entering a market that is already saturated.
In order to take on product development, me along with my full team did products study from inspiration of buyer from the beginning of the season. The reasoning, justification and research that backs up those decisions for Example Raw material source, previous history of customer buying trend, close communication with buyer on footprint of order placement, to-the point development as customer needs.
We share our idea and feedback with buyers how should we investigate product mapping of order placement buying VS Production feasibility VS End user Satisfaction
Managing Costs
I found product development is an expensive process, and managing costs is a significant challenge. From designing and prototyping to manufacturing and marketing, there are many expenses to consider. It is important to balance the costs of developing a quality technology product with the potential returns on investment.
I fixed an end-to-end process sourcing & making process which helped to reduce cost of building and made product solution, a lot goes into the cost and a lot can cause it to add up quickly. It is an absolute requirement to keep an eye on these costs and manage them to avoid issues of over use or overbuying with simplified making process.
Timelines and Deadlines
While developing a product involves multiple stages, each with its own timeline and deadlines. Delays from my company impacted the overall development process and launch date. Knowing managing timelines and deadlines requires excellent project management skills, as well as the ability to adapt to changes and unexpected setbacks- I drove this to fix .
Built right solution for my target user requires management of time. Especially when there is some date driving implementation. All can make or break my product solution and require managing of a timeline to be successful. So, I set back a good TNA and follow up with all stock holders and managed timeline. I successfully on boarded TNA management and delivered goods on time
Quality Control
Product quality was very critical to the success of our product and I found my factory was failing . Ensuring consistent quality throughout the product development process was challenging, as it involves various factors such as design, printing, pre-sewing checking, manufacturing, packaging, and shipping. So I implemented effective quality control measures to maintain the quality of the product.
Finding out issues up front was also a keyway to avoid costs down the road. The sooner, the cheaper & easier to fix . Which helped build a better solution for my user, issue, problem, etc.
Ms. Tuli, As sustainability becomes increasingly important, how is Crystal Group adapting its product development processes to align with eco-friendly practices?
Crystal is customer centric company and move fast based on customer demand while Sustainability is the talk of the town for all the customer. My company is moving with good strategy of it
Below 5 key points how we all move up to meet next from BD market –
1. Sustainability & Ethical Practices
– Adopt Sustainable Practices: Implemented eco-friendly production processes, use sustainable materials, and reduce waste.
–Transparency: Ensured transparency in the supply chain to build trust with consumers increasingly concerned about their purchases’ environmental and social impact.
2. Technology & Innovation
– Automation: Invested in advanced manufacturing technologies like automation and robotics to improve efficiency and reduce labor costs.
– Smart Factories: Developed smart factories with IoT (Internet of Things) to optimize production processes and real-time monitoring.
– Innovation in Materials: Explored new materials and textile technologies, such as biodegradable fabrics, smart textiles, and performance-enhancing materials.
3. Digital Transformation
– Digital Platforms: Utilized digital platforms for seamless communication and collaboration with retailers and trading offices.
– Data Analytics: Leveraged big data and AI to analyze market trends, and consumer preferences, and optimize inventory management.
4. Agility & Responsiveness
– Flexible Production: Implemented flexible manufacturing processes that can quickly adapt to changes in demand and fashion trends.
– Shorter Lead Times: Improved lead times through efficient logistics and production planning.
5. Collaborative Partnerships
– Retailer Partnerships: Strengthened partnerships with retailers to co-create products and align closely with market demands.
– Innovation Hubs: Collaborate with innovation hubs, universities, and research institutions to stay at the forefront of industry advancements.
6. Consumer-Centric Approach
– Quality Assurance: Maintaining high-quality standards to build brand loyalty and reduce returns.
– Sustainable Branding: Promoting sustainability and ethical practices as key brand values to attract conscious consumers.
7. Workforce Development
– Skill Enhancement: Investing in training and upskilling the workforce to handle advanced technologies and new production methods.
– Employee Welfare: Focus on improving working conditions and employee welfare to retain skilled labor and improve productivity.
8. Regulatory Compliance
– Stay Updated: Keeping abreast of evolving regulations and standards in different markets to ensure compliance and avoid disruptions.
– Proactive Measures: Implemented proactive measures to address potential regulatory changes related to sustainability, labor laws, and trade policies.
– Tree plantation, Zero waste ,Solar PV use ,Climate charity foundation, No coal fried units is core sustainability programme,
What leadership qualities do you believe are essential for fostering creativity and collaboration within your team?
Throughout my career, I quickly realized that every workplace had its own environment, culture, and unique way of doing things. Companies that focused on engagement, morale, and relationship building always thrived, and those that didn’t… Well, let’s just say growth was stagnant.
Moral of the story? Teams can have the most talented employees, but if they’re unable to collaborate and communicate effectively with one another, they can only achieve so much.
As leaders, it’s important to understand that when any one put together a group of people who are aligned, communicative, and committed to the task at hand, anyone can achieve absolutely anything. That’s why it’s so important that leaders not only lead by example but build habits intrinsically and within the team that promotes a collaborative culture.
Below some Habit of leadership qualities I believe are essential for fostering creativity and collaboration within my team-
- Be more available
- Making information available
- Doing pro-active communication
- Making recognition a priority
- Foster an inclusive team culture
- Promote small talk
- Encourage team engagement
- Creating listen and talk culture
- Simplify the feedback sharing process
- Making team morale a priority
Looking ahead, what exciting trends or innovations do you foresee shaping the future of product development in the fashion industry?
For me – The only way forward is -fashion innovation with low cost, development and adoption.
When it comes to fashion innovation, consumer adoption, and constant technological development are critical. As both industries are future-driven and consumer-focused, adoption happens naturally. But, when it comes to technology, not all developments are suitable for the fashion industry.
From digital influencers to AI and material innovation, are the top 22 fashion innovations of 2024, shaping the future of fashion.
22. Virtual Influencers
Following on the steps of Lil Miquela Sousa, the world’s first virtual influencer and digital supermodel, a new influential virtual persona has emerged: Noonoouri.
Created by the Munich-based designer and creative director Joerg Zuber, this digital persona has become a significant player in the fashion world. She has over 300,000 instagram followers and partnerships with major brands such as Dior, Versace and Swarovski.
Just like Miquela, Noonoouri’s instagram features product placement.
In the past, she ‘pose’ with a bottle of Calvin Klein’s eternity perfume, receiving over 10,000 likes.
So Virtual Influencers will play a great role of product diversification and sales.
21. Fabric From Seaweed
Algiknit is a company that produces textile and fibres from kelp, a variety of seaweed. The extrusion process turns the biopolymer mixture into a kelp-based thread that can be knitted, or 3D printed to minimise waste.
The final knitwear is biodegradable and can be dyed with natural pigments in a closed-loop cycle.
20. Biodegradable Glitter
BioGlitz is the world’s first company to produce biodegradable glitter. Based on a unique formula made from eucalyptus tree extract, the eco-glitter is compostable and biodegradable.
Excellent fashion innovation as it allows for sustainable consumption of glitter without the environmental damage associated with microplastics.
19. Circular Fashion Software
BA-X has created a cloud-based innovative software that interconnects circular design with circular retail models and closed-loop recycling technologies. The system enables fashion brands to design, sell and recycle garments in a circular model, with minimal waste and pollution.
Clothes are appended an identification tag that links to a reverse supply chain network.
18. Textiles From Trees
Kapok is a tree that grows naturally, without the use of pesticides and insecticide. Moreover, it is found in arid soil not suitable for agricultural farming, offering a sustainable alternative to high water consumption natural fibre crops such as cotton.
‘Flocus’ is a company that has designed a new technology to extract natural yarns, fillings, and fabrics from kapok fibres.These types of fiber will enter in the merket as a mass form
17. Leather From Apples
Apple pectin is an industrial waste product, often discarded at the end of the manufacturing process. However, a new technology developed by Frumat allows the use of apple pectin to create sustainable and compostable materials.
The brand uses apple skins to create a leather-like material durable enough to make luxury accessories. Moreover, this type of vegan apple leathers can be dyed and tanned without toxic chemicals. So , these types of sustainable product will come out of the basket to fill sustainable demand.
16. Fashion Rating Apps
The number of fashion renting apps is on the rise. These apps are designed to provide ethical ratings for thousands of fashion brands. These ratings are based on the brands’ impact on people, animals, and the planet.
The rating system aggregates standards, certifications and publicly available data into consumer-ready point scores. These apps promote transparency across the fashion industry and to allow customers to make conscious purchasing decisions.
15. Biodegradable Polyester
Mango Materials is an innovative company that produces bio-polyester, a form of biodegradable polyester. The material can be biodegraded in many environments, including landfills, wastewater treatment plants, and the oceans.
The novel material can prevent microfibre pollution and contribute to a closed-loop, sustainable fashion industry.
14. Lab-Made Fabrics
Technology has finally reached the point where we can re-programme the self-assembly of collagen molecules in the lab and build leather-like fabrics.
The next-generation fabric delivers a more efficient and sustainable alternative to leather without harming animals. Two companies worth mentioning here are Provenance and Modern Meadow.
13. Monitoring Services
‘Reverse Resources’ is a platform that enables fashion brands and garment manufacturers to address pre-consumer waste for industrial upcycling. The platform allows factories to monitor, map and measure leftover fabrics.
These scraps become traceable through their following life cycles and can be reintroduced into the supply chain, limiting the use of virgin materials.
12. Knitting Robots
Scalable Garment Technologies Inc has built a robotic knitting machine linked to a 3D modelling software. The robot can make custom seamless knit garments.
Moreover, this unique knitting device enables the digitisation of the entire production process and on-demand manufacturing.
11. Rental Marketplaces
Style Lend is an innovative fashion rental marketplace that uses AI and machine learning to match users based on fit and style.
Renting out garments is a new business model that extends the life cycle of clothing and delays from ending in the landfills.
10. Needle-Free Sewing
Nano Textiles is a sustainable alternative to using chemicals to attach finishes onto fabrics. This innovative material embeds fabric finishes directly into the fabric via a process called ‘cavitation’.
The Nano Textiles technology can be used on a wide range of products such as antibacterial and anti-odour finishes, or water repellency.
Moreover, the system protects consumers and the environment from hazardous chemicals.
9. Fibres From Oranges
The orange fibre is extracted from the cellulose found in discarded oranges during industrial pressing and processing. The fibre is then enriched with citrus fruit essential oils, creating a unique and sustainable fabric.
8. Bio Packaging
‘Paptic’ is a company that manufactures bio-based alternative packaging materials made from wood. The resulting material has similar properties of paper and plastic used in the retail sector.
Yet, the material has higher tear resistance than paper and can be recycled alongside cardboard.
7. Nanotechnology Materials
Thanka to ‘PlanetCare’ there’s a microfibre filter that can be integrated into washing machines to capture microplastics before reaching wastewater. The system is based on water microfiltration, and it works thanks to electrically charged fibres and membranes.
This nanotech technology contributes by reducing microplastics pollution the world’s waters.
6. Digital Runways
Because of Covid-19 and following the cancellation of fashion shows on a global scale, the industry is looking at digital environments.
In the early phase of the outbreak, Tokyo Fashion Week rethought its runway show by streaming concept presentations online, without a live audience. Inspired by Tokyo’s effort, other cities have turned to technology to communicate with their now ‘stay-at-home’ audience.
A host of other events surrounding the international fashion weeks are also restructuring around the never-ending pandemic. For example, trade shows have re-established as live online events, and LFW designer showrooms are now digitised.
5. Clothing Reward Programmes
Clothing reward programmes are gaining ground fast, be that in “bring them back to recycle” or “wear them longer” aspects. For example, Tommy Jeans Xplore line comprises a smart-chip technology that rewards customers each time they wear the garments.
All 23 pieces of the line are embedded with a bluetooth smart tag, which connects to the iOS Tommy Hilfiger Xplore app. The collected points can be redeemed as discounts on future Tommy products.
4. 3D Printed Sustainable Apparel
The constant R&D in 3D printing took us to a point where we can now print with advanced materials. Carbon, nickel, alloys, glass, and even bio-inks, are mere formalities.
In the fashion industry, we are seeing growing interest in printing leather and fur-like materials.
3. Fashion Blockchain
Anyone interested in fashion innovation is looking to leverage the power of blockchain technology. Just like the internet changed the world as we know it, blockchain technology has the potential to reshape the way businesses procure, manufacture and sell fashion.
Blockchain can create a universe of informational exchanges as perpetual information and experiences we employ, utilise and exploit, every minute and every hour of the day.
2. Virtual Clothes
Super personal is a British startup working on an app that allows buyers to try on clothes virtually. Users feed the app with basic information such as gender, height and weight.
The app creates a virtual version of the user and starts appending digital modelling clothes on the virtual silhouette. The app was launched at the London Fashion Show in February and is already available for download. The company also has a commercial version of Super personal for retail outlets. It allows retailers to create personalised shopping experiences for their customers.
1. AI Designers and Stylists
Modern algorithms are increasingly powerful, adaptive and versatile. In fact, AI makes the next generation of in-store robots appear to possess human-like intelligence. For example, the London-based Intel style has launched an artificial intelligence stylist able to work with retailers and customers.
For retailers, the AI designer can ‘complete looks’ by generating multiple outfits based around a single product. It can also recommend alternatives for out-of-stock items.
For shoppers, the AI recommends styles and outfits based on body type, hair and eye colour and skin tone. The AI personal stylist can be accessed on any device, allowing customers a seamless move between online and offline shopping.
Fashion innovation is paramount to commercial value and longevity. It is critical to how we shape the industry beyond the current crisis. Fashion innovation can help to replace wasteful materials with sustainable alternatives. It can end low-paid human jobs, repetitive and dangerous.
Innovative fashion will allow us to function and interact in a digital world. A world of autonomous cars, smart homes, and connected objects. There is no way back, not to pre-pandemic fashion and not if we want fashion to remain relevant.
Again -The only way forward is fashion innovation, development and adoption.
Ms. Kamrun Naher Tuli, please say something to the readers!
Well- I am a proud Bangladeshi and in any forum I always love to talk about my country essential or bottle neck so we can look into it to escalate & FIX.
Readymade garments industry acts as a catalyst for the development of Bangladesh. The “Made in Bangladesh” tag has also brought glory for the country, making it a prestigious brand across the globe. Bangladesh, which was once termed by cynics a “bottomless basket” has now become a “basket full of wonders.” The country with its limited resources has been maintaining 6% annual average GDP growth rate and has brought about remarkable social and human development.
While apparel industry of Bangladesh started its journey in the 1980s and has come to the position it is in today. With 40+ Years Experience we already know how to drive this business with Quality, Accuracy & Profitability. What I am always loud is- of our own Nation branding which is still not that remarkable in human index or International Job & Business market Like Japan , Germany, Chaina , Turkey , China ETC
Now, Nation branding strategies are essential for projecting stability, inviting foreign investment and ensuring global confidence during these periods. However, it is equally important to project a positive, forward-thinking image of Bangladesh, a stable country full of potential and opportunities with Hard work and move as a totally efficient workforce not from Worker label but also from higher management to down full labels.
And for Fresher – Through hard work and consistency, anyone can gain valuable experience necessary to progress in own career. This experience can help learn new skills, overcome challenges, and improve their overall competence. There is no substitute for hard work, details study of work and Onsite management while it is Apparel/Textile/Product/Merchandising / Sales etc.
For me – Apparel & textile is a fantastic field for driving and enjoying the work while it is making business simultaneously with national growth! My Country has emerged as a significant player in the global garment industry, securing its position as the second-largest garment exporter worldwide. I enjoy fullest my work at this field.What we will need to fix is- Nation branding & Proper strategy of onboarding business for long run to be number one and more profitable.
Quick Chat With Kamrun Naher Tuli
The most outstanding achievement of your life as of now:
Best Performer at BEXIMCO and C&A .
Debate Champion at School and college.
Toper in school
I run a small charity School called Asroy as a part of my social responsibility.
The greatest philosopher in your view:
Prophet Muhammed (Peace be upon him), Plato
Your Icon:
Amancio Ortega, Dr. Rubana Huq, Sultan Salahuddin Ayyubi
Name the most influential books you have read:
Hamlet , First-Break All the Rules, On becoming a leader, Guerilla Marketing, The Life and Legend of the Sultan Salahuddin Ayyubi
Your greatest fear:
Losing Honor & Dignity
Best piece of advice you’ve received:
My father used to advise me – Whatever you do—give it 100% with Honesty ,The return form GOD will be double
You in only three words:
Hardworking, Honest, short tempered
Skill Set
- Hard Skills: Production & development Management, Trained store, display design & setup, Sales management ,computer skills, customer service, production.
- Soft Skills: Interpersonal skills, Negotiation skills, communication skill, collaboration, calmness under pressure, integrity, courtesy, responsibility, social skills, a positive attitude, professionalism, flexibility, teamwork, and a work ethic.
The InCAP: Thank you, Ms. Kamrun Naher Tuli! It’s a glittering conversation with you!
Ms. Kamrun Naher Tuli: My pleasure! Wish you all the best! Thank you.
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