The Taaga and Taaga Man strategy: analyzing Aarong's successful pivot from traditional to contemporary youth-focused fashion

Abstract

This report revolves around the current situation of Aarong in the youth demographic segment of the fashion retail industry. It also analyzes the effectiveness of launching its youth focus sub-brands, Taaga and Taaga Man to capture the youth segment of the industry. This report has 3 sections. The first section covers my overall experience as a marketing intern at Aarong from October 19, 2025 to January 19, 2026. This part includes basic information about the internship, the outcomes, contributions towards the company and finally personal recommendations for the company to improve the experience of future interns. The second looks into the entire organization such as its history, organizational structure, management practices, marketing practices, financial performance of recent years, accounting practices and operational practices. This part also contains industry analysis through Porter’s 5 forces and SWOT analysis of the organization. The third and final part contains the critical analysis of the strategic intent of Aarong to launch youth focused sub brands like Taaga and Taaga Man targeting the youth demographic and weather it was successful or not. This analysis has been done by using primary survey data and secondary sources to understand if Aarong was successful in its intent to shift youth perspective towards Aarong and if they have successfully captured the lucrative youth demographic of customers who drive the growth of today’s Bangladeshi Apparel industry. In conclusion, my time at Aarong has not only helped me gain knowledge and understanding on how marketing and branding strategy works for different brands, but also enabled me to apply my theorical knowledge on practical situations though this report writing.