Mavi Jeans

Background Information

Mavi Jeans is the leading denim manufacturing company in Turkey. The history of the brand begins 1984 when the ERAK Company had been manufacturing private-label jeans for well-known brands such as Lee, Calvin Klein, Armani and Tommy Hilfiger. Mavi Jeans sells a collection of denims and other apparels for both women and men. Mavi, which means “blue” in Turkish, quickly became a success due to the high-quality denim and the fashionable designs. In 1991, Mavi Jeans was established by SaitAkarlilar. Mavi apparels is sold in specialty stores, department stores and chains in 50 countries. It was introduced in Europe in 1994 and faced a lot of competitions in Turkey, soon became the number one brand in just 5 years. The company built the largest jeans production facility of Europe in Istanbul. In 1996, Mavi entered the North American market in an unexpected way. It was sold in high-end retailers and targeting fashion-conscious buyers. The high quality of Mavi attracted teenagers and college students even at a higher price than mainstream brands. Mavi was the first to transfer the menu concept to fashion business industry. The percentage of sales comes from menu-item sales has not disclosed but the practice is still used in Turkey. Mavi has become one of the most well-known jeans brands globally and reported as one of the “best 16 global jeans brands” by Time magazine. It also ranks number 8 in global jeans brands based on the number of “likes” in social media sites.

1. What factors contributed to the success of Mavi Jeans?

First of all, it can be easily obtained as it is available in 50 countries, more than 280 retail stores in many major cities and more than 4,000 points of sale worldwide. Also, Mavi Jeans is a famous brand that started by manufacturing jeans for renowned brands like Lee, Calvin Klein, Armani, and Tommy Hilfiger. The products produced are of high quality denim use with reasonable price. Fashionable designs is attractive....