Fashion

A Brand Story: Ready-to-Wear Turkish Fashion

Turkey’s Textile and Clothing Manufacturers have Birthed a Thriving Fashion Industry for Women’s Wear.

According to a study by McKinsey Fashion Scope “In 2018, half of apparel sales will originate outside of Europe and North America for the benefit of emerging markets”. The fashion industry has to continuously search for ways to market itself since customer purchase decision has become more influenced by social media, peer reviews, and influencer marketing. In this article, I am giving you a sneak peek of some well-known Turkish brands known for their good quality and affordability. These brands also offer trendy and for everyday kind of look, so here you go, check them out:  

LCWaikiki

The company started in France in 1988 by French designer Georges Amouyal and was named after a beachfront in Hawaii. In 1997 the company was bought by Turkish investors with the Küçük Family as majority shareholders. Waikiki began a transition to establish itself in the Turkish market by opening 21 stores in Turkey and other stores worldwide. According to their website, the brand does not franchise but rather opens its own stores in different countries, they currently have 100 stores.

Some Facts about the Brand’s Online Presence:

  • Website Link
  • E-commerce Website (can buy their clothing online): Available.
  • Customized Website to Serve Customers According to Geographical Location: Available.

Koton

I personally had experienced shopping at Koton stores in Turkey, their shops are very spacious, and the brand has a smart sense for designing trendy and affordable fashion for both men and women. Founded by the couple; Yılmaz Yılmaz and Gülden Yılmaz, they started their business as a small store in 1988, Yilamz was a naval officer and his wife Gülden was a teacher, they both decided to invest in the textile industry which paid them off as we can see. Today, what started as a small shop in Istanbul, has grown to 310 stores all around the world. I find it interesting to learn that when the couple first opened their shop they gave themselves three months to try their new venture otherwise they will go back to their old jobs, I find this a good strategy that many entrepreneurs and business coaches advise on doing so as not to jeopardize your livelihood when pursuing your business idea.

The store started by selling fashion from other brands but in 1995 they began producing their own Koton branded clothing, according to its founder, in order for them to succeeded they have used a couple of tactics, among them; conducting a wide market research where they interviewed 24,000 people face-to-face, they also made sure to broaden their product offerings to include clothes, shoes, and accessories. It is worth to mention that the company has a fashion blogger competition (in case you find yourself interested).

Some Facts about the Brand’s Online Presence:

  • Website Link
  • E-commerce Website (can buy their clothing online): Available.
  • Customized Website to Serve Customers According to Geographical Location: Semi-available. They have a Bilingual website (Turkish and English). However, I found they do have a Facebook page displaying products and prices according to countries and regions such as the Middle East.    

Collezione

This brand is what can be called a fast fashion label, with six collections and four thousand different models being produced each year. Collezione has situated itself as a fast, ready to wear fashion producer. Their designs are trendy and affordable too, actually, I found them to be the most cost-friendly among the other brands in this article. They cater to young customer demographic, mainly teenagers and people in their early twenties. Collezione has franchised its brand in 18 countries including Albania, Bulgaria, Belgium, Kosovo, Egypt, Jordan, Cyprus, Georgia, Iraq, Saudi Arabia and Kazakhstan.

Some Facts about the Brand’s Online Presence:

  • Website Link.
  • E-commerce Website (Can Buy their clothing online): Available.
  • Customized Website to Serve Customers According to Geographical Location: Un-available – has a Turkish language website.

Ipekyol_0

Ipekyol

The word Ipekyol means “Silk Road” in Turkish. This brand I had the pleasure of shopping at one of their stores in Izmir. Established in 1986 as a family business by Yalçın Ayaydın. Ipekyol brand is tailored for the more affluent customers than the previous ones and has two sister brands Twist and Machka (a prêt-à-porter brand). There are Ipekyol stores in Saudi Arabia, Bahrain, Iraq, Kuwait, Qatar, Cyprus, and Azerbaijan. Their style includes chic and trendy designs. The company operates with innovation in mind that’s why it has partnered with IBM to install an ERP system to help their production process. Ipekyol collaborates in its collections with Turkish designers among them Zeynep Tosun.

Some Facts about the Brand’s Online Presence:

  • Website Link.
  • E-commerce Website (Can Buy their Clothing Online): Available.
  • Customized Website to Serve Customers According to Geographical Location: Semi-available. They have a Bilingual website in Turkish and English.

COLIN’S

The company was established in 1983 by businessman Nurettin Eroglu and his four brothers, the brand was originally named ‘Kulis’ but it has changed to Colin’s in 1992. Colin’s is known for its Jeans products which it started producing in 1986. From its early beginning, Colin’s relied on designing its own denim styles instead of copying other international and well-known brands and fashion labels.

Some Facts about the Brand’s Online Presence:

  • Website Link.
  • E-commerce Website (Can Buy their Clothing Online): Un-available. You can view their products but you can’t purchase an item online.
  • Customized Website to Serve Customers According to Geographical Location: Available – a wide range of options to choose from to showcase their products based on your location (Europe, Middle East, America and Asia). 

Jimmy Key

If you search the term ‘Jimmy Key’ (as I did) on the internet you might be turned to a Wikipedia page highlighting ‘Jimmy Key’ as a former American baseball player, but the

Jimmy Key_6
Jimmy Key

brand is far from that, Jimmy Key is another ready to wear, fast fashion, established in Izmir in 1997. According to their LinkedIn page, they target women between the ages of 30-45. The company has 15 stores, 36 dealers (unlike LCWaikiki they do franchise their brand name), they also have online shops. I actually noticed that they have strong online selling reach through third-party sellers. Their style is like the other brands I mentioned earlier; modern and comfortable, something for an everyday kind of wear. I found two things that differentiate this brand from the others; First, it targets a customer group between the ages of (30-45) years old, you can see they aim to meet the demand of a more mature clientele whom can be more affluent since they can be women with established careers or working women in general, unlike teenagers and college students in their early twenties. Second, their store’s expansion includes Turkey, Cyprus, and Ukraine (in 2010), it seems they expand in markets less approached by other Turkish fashion brands, besides as I mentioned earlier they rely on third-party resellers (very smart).

Some Facts about the Brand’s Online Presence:

  • Website Link.
  • E-commerce Website (Can Buy their Clothing Online): Available.
  • Customized Website to Serve Customers According to Geographical Location: Multi-lingual website to serve customers in seven languages.

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