Turkey is a secular state, yet Islamic traditions and beliefs have a significant cultural impact there. Muslims make up a large majority of the population and hence, Islamic principles primarily influence personal life, business, relationships, and behavior. Traditional Turkish people favour modest clothing over provocative attire. Both Islamic garbs like the abaya and fashionable western clothing like suits are worn by them. In Turkey, the family is seen as the most significant social unit where socialization occurs. Innovative designers are successfully putting up boutiques and selling Turkish apparel online. This proves that the Turks have always had a keen sense of style and will keep innovating in the fashion world for generations to come. Everything has incorporated the colours of contemporary global fashion, whether it be their way of life or their attire. A nation that once specialized in woven clothing and casual clothing with hand-stitched embroidery has since started to adopt European clothing. Today, the western dress is starting to take a considerable market share of the wonderful traditional Turkish apparel.
- Preference For Traditional Islamic Clothing:
Fashion retailers should try to take advantage of the growing presence of Islamic people in Turkey. As such, the models during certain trendy fashion shows on the Asian side of Istanbul do not wear any body-hugging Western fashions while being flawlessly done up. All participants in a photo session for modest but fashionable Islamic design wear headscarves and loose-fitting attire. To easily enter the Turkish market, clothing products must adhere to Muslim ideals. Muslim ladies favour wearing clothing that mostly covers their bodies. Abaya which encourages modest attire is therefore likely to be in high demand. Enhancing product quality is necessary to beat the competition. To increase total sales, fashion retailers should make sure that their items live up to consumer expectations in terms of colour, ornamentation, and fabric. To promote speedy market penetration, the product should be differentiated based on quality. To create appropriate products, retailers should consider the distinct preferences and tastes of Turkish clients as a product like a leather jacket for men may not sell well. This tactic is justified by the fact that Turkish consumers prefer uniquely modestly designed clothing to uniform attire.
- Move Towards Digital Fashion:
The Covid-19 pandemic has made life more digital because it has restricted where consumers may work and play due to social distance issues. In this way, fashion retailers should take advantage of digital fashion. The whole fashion industry has been touched by this digital acceleration, and flexible, digitally focused supply chains are emerging as the key to efficient clothes procurement. Turkey is one sourcing location that is already preparing itself to meet future demands. Turkish businesses have always made investments in innovative technology. Many of these have aided the sourcing hub in continuing to produce fashion items in more ecologically friendly ways despite the epidemic. Utilizing innovative technologies, such as 3D sampling, can assist businesses in securing their supply chains for the future.
- Increasing Sales Through Effective Marketing:
To draw customers, marketing initiatives like advertising should emphasise raising consumer knowledge of the quality of the products. Social media is a straightforward way to connect with the youthful working population and is easily accessible on computers and cell phones. Using social media in addition to print and electronic (TV and radio) media helps lower the cost of advertising. Fashion retailers should promote their products through both print and electronic media. Print media will comprise widely read newspapers and well-known fashion publications. Ads will also be shown on well-known radio and television stations. The business will be able to reach many clients thanks to this.
Retailers should also employ social media platforms like Facebook, Google+, and Twitter to provide customers with targeted marketing messages. Loyalty programmes should be employed in addition to advertising to boost sales. The use of coupons will benefit customers, who will be able to save up to 30% off the cost of various attire styles. Public relations will be employed to promote the product as well. To boost sales, media releases will be employed to persuade the public to have a favourable attitude toward fashionable designs.
- Western Clothes In The Boom:
With influencers extending the definition of what it means to dress modestly, there has been an increase in the inspiration for modest fashion on TikTok and Instagram. As such, Turkish people are using western clothing in their modest style. On TikTok, the hashtag #modest fashion has received over a billion views as of right now. Leading the charge are Gen Z and millennial content producers who frequently veer away from more conventional attire like abayas and kaftans in favour of experimenting with design and layering western apparel such as a bomber jacket to put a modern spin on modest dressing. Additionally, an increasing number of men are embracing western fashion, as seen by male influencers on social media sites, who wear trendy outfits using western pieces.
- Luxury Fashion Trending:
First off, it is important to realize that luxury clothing is popular right now in Turkey. High street brands such as Leatheriza Affinity and luxury brands from throughout the world have a strong presence, either through department store concessions with powerful Turkish partners such as joint venture operators or through one-brand shops. The economic success of the previous decade made it possible for some companies to open new stores, and glamorous luxury brands also expressed interest in the market. The fact that European luxury enterprises present in Turkey have seen their turnover grow each year over the last few years is proof of the high demand. Such brands are available in opulent stores and malls in cultural hubs like Istanbul. Overall, you will pay less than you would in Europe, Canada, or the US, even if you purchase from luxury labels, which is a reason luxury labels may find Turkey a promising business environment.
In conclusion, one of the best emerging market economies is Turkey, which has a booming garment sector. Its Muslim population, which is youthful and affluent, generates a significant demand for modest as well as western attire. High-quality products might be offered to outperform the competition. In addition, it is important to use the appropriate distribution channels to connect with potential clients.