Clothing And Footwear in Turkey
Euromonitor International's Clothing And Footwear in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Tables: 59 | Publication date: Oct 2009
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Executive summary
Impact of the economic crisis
The global economic crisis started to have an impact on consumer demand in the Turkish market in the fourth quarter of 2008. By the end of the year, some major manufacturers ceased production and started to reduce their labour forces in order to survive the crisis. Most retailers undertook promotions and discount sales to offload the previous year’s stocks. Their sales through outlet centres also experienced notable increases. The effect of the crisis showed itself in the decline of unit prices, but its main impact is expected to be seen during 2009, which is considered as a lost year in the industry. Experts are hopeful that 2010 will be a brighter year, in terms of both production and retail sales.
Development of shopping centres
The shopping centre market in Turkey has seen significant development during 2007–2008. The number of centres increased, as Istanbul led the way with 61, while the number is expected to reach 139 by the end of 2012. While the development of shopping centres is still focused on Istanbul, they are now opening in other cities as well. Ankara, Izmir, Bursa and Antalya all have significant numbers of shopping centres.
Shopping centres are now seen not only as places to buy goods but also as places to socialise. People make their weekend plans around shopping malls, where they can do their shopping, go to a cinema and have lunch in the same place.
Asian products on the market
Asian products, especially those from China, found a place in both the clothing and footwear markets. Even though Asian clothing and footwear products are of lower quality than others, they are popular on account of their competitive prices. Textile quotas imposed on Chinese products by the Turkish government were abandoned in February 2009. In order to limit the market penetration of Chinese products, the Turkish government launched a procedure that required them to apply for certification.
Dashing retail landscape
The entry of new international brands to the Turkish market has been a key feature of the period 2007–2008. Foreign investors’ interest in the Turkish market remains strong. Apart from the brands such as Bershka, The Gap and Banana Republic, international luxury brands have entered the Turkish market as well.
The trend began with the appearance of Harvey Nichols at the Kanyon Shopping Centre in 2006, which was followed by the opening of Dolce & Gabbana, Fendi and Yves Saint Laurent, among others, in 2007. In 2008, Berluti, Marni, Dsquared2, Lanvin and Sergio Rossi opened their stores in Turkey’s first high street renovation project in Akaretler, Istanbul. In order to survive in this more competitive market, domestic players increased their focus on design, advertising and enhancing awareness of their brands. Domestic brands started to produce more modern designs than in previous years in order to target the country’s young population.
Future of clothing and footwear
The textiles industry forms a major resource and plays a substantial role in generating employment in the Turkish economy. Following the financial crisis that hit the country at the end of 2008, the sector faced a significant decline, especially on the production side. The Turkish government has prepared an action plan to provide support for the textiles, ready-to-wear and leather sectors. Manufacturers with 30 employees or more benefit from 50% energy support, exemptions from value added tax (VAT) and customs duties, interest rate subsidies, discounts on social security payments, etc. This package of incentives, which is expected to support the whole of the clothing and footwear industry in terms of production, export and domestic sales, will be available throughout the forecast period.
Clothing and footwear are both among the last sectors to be affected by economic crises, since they provide essential items for everyday life. Both sectors are therefore strongly expected to recover more quickly than many others within Turkey.
Table of contents
CLOTHING AND FOOTWEAR IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Impact of the economic crisis
Development of shopping centres
Asian products on the market
Dashing retail landscape
Future of clothing and footwear
KEY TRENDS AND DEVELOPMENTS
Impact of the economic recession
Climate changes affect clothing and footwear
Development of retail chains
Outlet stores gaining in importance
Teenagers’ effect on shopping
Foreigners eye ready-wear sector
MARKET DATA
Table 1 Sales of Clothing and Footwear by Sector: Volume 2003-2008
Table 2 Sales of Clothing and Footwear by Sector: Value 2003-2008
Table 3 Sales of Clothing and Footwear by Sector: % Volume Growth 2003-2008
Table 4 Sales of Clothing and Footwear by Sector: % Value Growth 2003-2008
Table 5 Clothing and Footwear Company Shares 2004-2008
Table 6 Clothing and Footwear Brand Shares 2005-2008
Table 7 Sales of Clothing and Footwear by Distribution Format: % Analysis 2003-2008
Table 8 Forecast Sales of Clothing and Footwear by Sector: Volume 2008-2013
Table 9 Forecast Sales of Clothing and Footwear by Sector: Value 2008-2013
Table 10 Forecast Sales of Clothing and Footwear by Sector: % Volume Growth 2008-2013
Table 11 Forecast Sales of Clothing and Footwear by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ALTINYILDIZ MENSUCAT VE KONFEKSIYON FABRIKALARI AS - CLOTHING AND FOOTWEAR - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Altinyildiz Mensucat ve Konfeksiyon Fabrikalari AS: Key Facts
Summary 3 Altinyildiz Mensucat ve Konfeksiyon Fabrikalari AS: Operational Indicators 2006–2008
COMPANY BACKGROUND
PRODUCTION
Summary 4 Altinyildiz Mensucat ve Konfeksiyon Fabrikalari AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Altinyildiz Mensucat ve Konfeksiyon Fabrikalari AS: Competitive Position 2008
AYAYDIN MIROGLIO GROUP - CLOTHING AND FOOTWEAR - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Ayaydin Miroglio Group: Key Facts
Summary 7 Ayaydin Miroglio Group: Operational Indicators 2006–2008
COMPANY BACKGROUND
PRODUCTION
Summary 8 Ayaydin Miroglio Group: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 9 Ayaydin Miroglio Group: Competitive Position 2008
BBA BEYMEN BOGAZICI ALBOY MAGAZACILIK TEKSTIL SAN VE TIC AS - CLOTHING AND FOOTWEAR - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 BBA Beymen Bogazici Alboy Magazacilik Tekstil San ve Tic AS: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 BBA Beymen Bogazici Alboy Magazacilik Tekstil San ve Tic AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 12 BBA Beymen Bogazici Alboy Magazacilik Tekstil San ve Tic AS: Competitive Position 2008
ORKA TEKSTIL SANAYI VE TURIZM TICARET AS - CLOTHING AND FOOTWEAR - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Orka Tekstil Sanayi ve Turizm Ticaret AS: Key Facts
Summary 14 Orka Group: Operational Indicators 2006–2008
COMPANY BACKGROUND
PRODUCTION
Summary 15 Orka Tekstil Sanayi ve Turizm Ticaret AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 16 Orka Tekstil Sanayi ve Turizm Ticaret AS: Competitive Position 2008
SARAR GIYIM SANAYI VE TICARET AS - CLOTHING AND FOOTWEAR - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Sarar Giyim Sanayi ve Ticaret AS: Key Facts
Summary 18 Sarar Giyim Sanayi ve Ticaret AS: Operational Indicators 2006–2008
COMPANY BACKGROUND
PRODUCTION
Summary 19 Sarar Giyim Sanayi ve Ticaret AS: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 20 Sarar Giyim Sanayi ve Ticaret AS: Competitive Position 2008
CLOTHING IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 21 New Product Launches 2007–2008
SECTOR DATA
Table 12 Sales of Clothing by Subsector: Volume 2003-2008
Table 13 Sales of Clothing by Subsector: Value 2003-2008
Table 14 Sales of Clothing by Subsector: % Volume Growth 2003-2008
Table 15 Sales of Clothing by Subsector: % Value Growth 2003-2008
Table 16 Sales of Men’s Outerwear by Type 2003-2008
Table 17 Sales of Women’s Outerwear by Type 2003-2008
Table 18 Sales of Childrenswear by Type 2003-2008
Table 19 Clothing Company Shares 2004-2008
Table 20 Clothing Brand Shares 2005-2008
Table 21 Sales of Clothing by Distribution Format: % Analysis 2003-2008
Table 22 Forecast Sales of Clothing by Subsector: Volume 2008-2013
Table 23 Forecast Sales of Clothing by Subsector: Value 2008-2013
Table 24 Forecast Sales of Clothing by Subsector: % Volume Growth 2008-2013
Table 25 Forecast Sales of Clothing by Subsector: % Value Growth 2008-2013
FOOTWEAR IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
New Product Developments
Summary 22 New Product Launches 2007–2008
SECTOR DATA
Table 26 Sales of Footwear by Subsector: Volume 2003-2008
Table 27 Sales of Footwear by Subsector: Value 2003-2008
Table 28 Sales of Footwear by Subsector: % Volume Growth 2003-2008
Table 29 Sales of Footwear by Subsector: % Value Growth 2003-2008
Table 30 Sales of Footwear by Type 2003-2008
Table 31 Footwear Company Shares 2004-2008
Table 32 Footwear Brand Shares 2005-2008
Table 33 Sales of Footwear by Distribution Format: % Analysis 2003-2008
Table 34 Forecast Sales of Footwear by Subsector: Volume 2008-2013
Table 35 Forecast Sales of Footwear by Subsector: Value 2008-2013
Table 36 Forecast Sales of Footwear by Subsector: % Volume Growth 2008-2013
Table 37 Forecast Sales of Footwear by Subsector: % Value Growth 2008-2013