With the end of the recession by the second half of 2010, Turkish apparel began to recover its losses by registering positive growth throughout all categories. Increasing consumer confidence as a result of perceived improvements of macro-economic indicators encouraged Turkish consumers to increase their spending on apparel, especially branded products available through apparel specialist retailers.
The increasing number of shopping centres as part of the spatial restructuring of large Turkish cities shifted the focus of urban lifestyles toward shopping centres as sites of consumption and leisure. Turkish consumers prefer proper brands that they see in these shopping centres, instead of the poorly branded alternatives, ‘non-branded’ products available in the bazaars and small independent retailers. As Turkish consumers become more attentive to branded apparel, the channels that offer such brands gain prominence. Both domestic and international retailers adopt a new kind of strategy of opening new outlets in almost every new shopping centre to increase sales and acquire a sound share. Internet retailing also benefits from this shift as new ‘private shopping’ sites emerge and quickly gain popularity among Turkish consumers as they offer well-known domestic and international brands at frequent discounts.
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Report Details:Published: November 2012
No. of Pages: 101
Turkish apparel is expected to record positive volume growth over the forecast period, yet this will not translate into value growth because of the declining unit prices. Even though Turkish consumers may trade up, preferring branded apparel over non-branded alternatives, the weight of non-branded apparel will still remain significant to exert downward pressure on prices.
Product coverage: Clothing, Footwear.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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