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Personal Accessories in
Turkey

Country Report

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Executive Summary

Aug 2019
Strong retail value growth largely due to price increases and a shift towards branded goods

Personal accessories maintained its strong retail value growth in 2019, largely due to price increases due to the devaluation of the Turkish lira and a switch to higher-quality branded goods away from generic products among consumers, despite a number of political and economic difficulties. Turkish women began to collect a range of handbags for use on different occasions towards the end of review period and typically owned a range of watches for use on occasions such as sports, business and for weekends and replacing them regularly as fashion trends changed.

Collaborations with social media influencers are key to attracting millennials

Turkey’s large young population further fuelled consumers' aspirational attitudes over the review period. The focus on younger consumers encouraged personal accessories brands to use social media, such as Instagram, Snapchat and Twitter, and engage in collaborations with social media influencers to raise the profile of their brands among their target demographic.

Turkish government supports domestic production with a higher tax on imports

Personal accessories remained a fragmented market in 2018/2019, with a large number of both domestic and multinational players looking for ways to increase their shares. The continuation of the anti-dumping duty, a protectionist tariff which the Turkish government imposed on imports of pencils, supported local production.

Specialist retail channels account for the majority of sales, but shoppers more confidently move online to secure lower prices and more options

Specialist retail channels as the main distribution channel in Turkey are highly fragmented and consist of both large chains and smaller independent retailers. Chains focus on offering affordable prices, while independent retailers remain more committed to quality, focusing on the middle and high end.

Positive outlook for personal accessories as women enjoy more economic freedom
and more shopping centres are built

Current retail value sales of personal accessories are expected to increase over the forecast period, again largely due to price increases on imported goods. Retail volume growth is also set to accelerate as fashion consciousness spreads among the majority of Turkish consumers.

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Personal Accessories in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Personal Accessories industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Personal Accessories industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Personal Accessories in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • How are sales of luggage, backpacks and sports bags impacted by tourism flows?
  • Are sales of real jewellery catching up on costume jewellery in Turkey?
  • Is mechanical, quartz digital or quartz analogue driving sales of watches in Turkey?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our personal goods market research database.

Personal Accessories in Turkey

EXECUTIVE SUMMARY

Strong retail value growth largely due to price increases and a shift towards branded goods
Collaborations with social media influencers are key to attracting millennials
Turkish government supports domestic production with a higher tax on imports
Specialist retail channels account for the majority of sales, but shoppers more confidently move online to secure lower prices and more options
Positive outlook for personal accessories as women enjoy more economic freedom
and more shopping centres are built

MARKET DATA

Table 1 Sales of Personal Accessories by Category: Volume 2014-2019
Table 2 Sales of Personal Accessories by Category: Value 2014-2019
Table 3 Sales of Personal Accessories by Category: % Volume Growth 2014-2019
Table 4 Sales of Personal Accessories by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Personal Accessories: % Value 2014-2018
Table 6 LBN Brand Shares of Personal Accessories: % Value 2015-2018
Table 7 Distribution of Personal Accessories by Format: % Value 2014-2019
Table 8 Forecast Sales of Personal Accessories by Category: Volume 2019-2024
Table 9 Forecast Sales of Personal Accessories by Category: Value 2019-2024
Table 10 Forecast Sales of Personal Accessories by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Personal Accessories by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bags and Luggage in Turkey

HEADLINES

PROSPECTS

Charges on plastic bags benefit sales of textile and netting bags
Internet retailing continues to expand as online safety concerns are appeased
Bags and luggage are increasingly fashion driven and more apparel retailers introduce such products to their ranges

COMPETITIVE LANDSCAPE

Domestic players lead, but not without difficulties
Strong government support for local production
Top performing companies secure their foothold with outlet expansion and affordable prices

CATEGORY DATA

Table 12 Sales of Bags and Luggage by Category: Volume 2014-2019
Table 13 Sales of Bags and Luggage by Category: Value 2014-2019
Table 14 Sales of Bags and Luggage by Category: % Volume Growth 2014-2019
Table 15 Sales of Bags and Luggage by Category: % Value Growth 2014-2019
Table 16 Sales of Luggage by Type: % Value 2014-2019
Table 17 NBO Company Shares of Bags and Luggage: % Value 2014-2018
Table 18 LBN Brand Shares of Bags and Luggage: % Value 2015-2018
Table 19 Distribution of Bags and Luggage by Format: % Value 2014-2019
Table 20 Forecast Sales of Bags and Luggage by Category: Volume 2019-2024
Table 21 Forecast Sales of Bags and Luggage by Category: Value 2019-2024
Table 22 Forecast Sales of Bags and Luggage by Category: % Volume Growth 2019-2024
Table 23 Forecast Sales of Bags and Luggage by Category: % Value Growth 2019-2024

Jewellery in Turkey

HEADLINES

PROSPECTS

Increase in tourists from China boosts sales of jewellery
Product placement in popular TV shows is an important strategy for players
Celebrity and influencer endorsements also used

COMPETITIVE LANDSCAPE

Strict new rules on credit card purchases mean players need to innovate
Atasay Kuyumculuk leads jewellery with high profile advertising and new store openings
New collections to appeal to Disney fans offered in costume jewellery

CATEGORY DATA

Table 24 Sales of Jewellery by Category: Volume 2014-2019
Table 25 Sales of Jewellery by Category: Value 2014-2019
Table 26 Sales of Jewellery by Category: % Volume Growth 2014-2019
Table 27 Sales of Jewellery by Category: % Value Growth 2014-2019
Table 28 Sales of Costume Jewellery by Type: % Value 2014-2019
Table 29 Sales of Fine Jewellery by Type: % Value 2014-2019
Table 30 Sales of Fine Jewellery by Collection: % Value 2014-2019
Table 31 Sales of Fine Jewellery by Metal: % Value 2014-2019
Table 32 NBO Company Shares of Jewellery: % Value 2014-2018
Table 33 LBN Brand Shares of Jewellery: % Value 2015-2018
Table 34 Distribution of Jewellery by Format: % Value 2014-2019
Table 35 Forecast Sales of Jewellery by Category: Volume 2019-2024
Table 36 Forecast Sales of Jewellery by Category: Value 2019-2024
Table 37 Forecast Sales of Jewellery by Category: % Volume Growth 2019-2024
Table 38 Forecast Sales of Jewellery by Category: % Value Growth 2019-2024

Watches in Turkey

HEADLINES

PROSPECTS

Smart watches have little impact on sales of watches
Sports-orientated watches become more popular with sports people and gym users
Devaluation of the local currency leads to price increases

COMPETITIVE LANDSCAPE

Watches characterised by global producers, with most distributed by local companies
Saat ve Saat remains the leader in watches
Counterfeit watches remain a threat to sales of genuine products

CATEGORY DATA

Table 39 Sales of Watches by Category: Volume 2014-2019
Table 40 Sales of Watches by Category: Value 2014-2019
Table 41 Sales of Watches by Category: % Volume Growth 2014-2019
Table 42 Sales of Watches by Category: % Value Growth 2014-2019
Table 43 Sales of Watches by Price Band: Volume 2014-2019
Table 44 Sales of Watches by Price Band: Value 2014-2019
Table 45 Sales of Watches by Price Band: % Volume Growth 2014-2019
Table 46 Sales of Watches by Price Band: % Value Growth 2014-2019
Table 47 NBO Company Shares of Watches: % Value 2014-2018
Table 48 LBN Brand Shares of Watches: % Value 2015-2018
Table 49 Distribution of Watches by Format: % Value 2014-2019
Table 50 Forecast Sales of Watches by Category: Volume 2019-2024
Table 51 Forecast Sales of Watches by Category: Value 2019-2024
Table 52 Forecast Sales of Watches by Category: % Volume Growth 2019-2024
Table 53 Forecast Sales of Watches by Category: % Value Growth 2019-2024
Table 54 Forecast Sales of Watches by Price Band: Volume 2019-2024
Table 55 Forecast Sales of Watches by Price Band: Value 2019-2024
Table 56 Forecast Sales of Watches by Price Band: % Volume Growth 2019-2024
Table 57 Forecast Sales of Watches by Price Band: % Value Growth 2019-2024

Writing Instruments in Turkey

HEADLINES

PROSPECTS

Safety concerns drive a switch to branded products
‘Back to school’ season remains crucial to writing instruments and compulsory stationery lists from schools ensure success
Digital alternatives begin to negatively affect sales of writing instruments

COMPETITIVE LANDSCAPE

Adel Kalemcilik maintains its lead with its popular brands that offer something for all budgets
Grocery retailers offer appealing bundles and encroach on stationers/office supply stores
Government anti-dumping measures support domestic production

CATEGORY DATA

Table 58 Sales of Writing Instruments by Category: Volume 2014-2019
Table 59 Sales of Writing Instruments by Category: Value 2014-2019
Table 60 Sales of Writing Instruments by Category: % Volume Growth 2014-2019
Table 61 Sales of Writing Instruments by Category: % Value Growth 2014-2019
Table 62 NBO Company Shares of Writing Instruments: % Value 2014-2018
Table 63 LBN Brand Shares of Writing Instruments: % Value 2015-2018
Table 64 Distribution of Writing Instruments by Format: % Value 2014-2019
Table 65 Forecast Sales of Writing Instruments by Category: Volume 2019-2024
Table 66 Forecast Sales of Writing Instruments by Category: Value 2019-2024
Table 67 Forecast Sales of Writing Instruments by Category: % Volume Growth 2019-2024
Table 68 Forecast Sales of Writing Instruments by Category: % Value Growth 2019-2024