Lcw Retail Brand Analysis

Koç University

School of Graduate Business

CEMS MIM

MGMT 450 - Retail Management

LCW: FROM CONTRACTED MANUFACTURING

TO BECOMING A GLOBAL GIANT

Melike AKDÜLGER

Submitted as part fulfillment of the requirement for

MGMT 450

January 2011

LCW: From contracted manufacturing to being a global giant

LCW serve each and every age group at 65 cities with more than 302 stores and 293.000 m² sales area. They believe that everyone has a right to dress well, and consistent with this belief, they define their mission as; making people feel better about themselves by addressing their style, their budget and fashion. They are one of the biggest and successful apparel brands in Turkey. Based on their success, their aim is to be in the top three apparel retailer in Europe by 2020. According to Retail & Apparel Board Index Report compiled by KMG, LCW keeps the leadership position since 2nd quarter of 2004. This report is going to analyze retail strategy of LCW to understand the success of the firm.

How to Create The Brand and Define a Target Market?

To be able to explain and analyze LCW in detail, the history of the brand should be known. French originated Amoual and one of his close friends created the brand at 1985 and named it after famous Waikiki beach with a little alteration of adding first capitals of the phrase “Les Copains” (“Best Friends”). They became very successful in three years and to supply the demands from the market they were in search of quality suppliers when they met with Taha Tekstil. Their cooperation grew well with the brand and Taha Tekstil became one of the leading contracted manufacturers of leading brands over the world. As an example of forward integration, at first Taha Group bought the licenses of the brand for Turkey and started the journey of LC Waikiki in Turkey. Then at 1997 they bought the licenses for the whole world and LC Waikiki became a Turkish brand.

Turkish kid market from toys to clothes inclusive of everything...