Bags and Luggage in Turkey

PROSPECTS

Charges on plastic bags benefit sales of textile and netting bags

From 1 January 2019 all retailers, including online stores, began to charge TRY0.25 per plastic bag, of which TRY0.

Internet retailing continues to expand as online safety concerns are appeased

Internet retailing is growing within apparel accessories in general, and the "one size fits all" nature of bags and luggage has resulted in internet retailing achieving an increasingly visible role. As Turkish consumers live more hectic lifestyles, the convenience offered by internet retailing and its wide variety and lower prices resulted in accelerating growth for the channel in 2019.

Bags and luggage are increasingly fashion driven and more apparel retailers introduce such products to their ranges

Turkish consumers remained highly fashion conscious and sensitive to product design trends in 2018/2019. Several apparel brands increased the variety of bags in their retail outlets to attract consumers with their bag collections designed to match and complement their apparel collections.

COMPETITIVE LANDSCAPE

Domestic players lead, but not without difficulties

Domestic players continued to outperform international brands in 2018 due to high consumer awareness of their brands and their deep understanding of local consumers. They continued to target middle- to low-income consumers, which constitute the majority of Turkish consumers.

Strong government support for local production

The Turkish government provides strong support to local production. Desa Deri, for example, the second-placed player in bags and luggage, increased its share in 2019 by focusing on branding and investing in capacity improvement with the support of the Turquality programme, a state-supported trademark programme.

Top performing companies secure their foothold with outlet expansion and affordable prices

Demsa Ic ve Dis extended its lead in bags and luggage in 2018 due to the popularity of its affordable fashion brand Michael Kors, which resonates with younger demographics in particular. Desa Deri, however, also performed extremely well with its Samsonite and Desa brands, both of which improved their shares.

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