Democratisation of Fashion in Turkey

‘Everyone Deserves to Dress Well’: Democratisation of Fashion in Turkey and the Case of LC Waikiki Ayşe Nil Kireçci

Abstract High fashion with lower price trend has changed the rules of fashion business. Global brands like Zara, Mango and H&M are widening latest fashion trends to classes and democratise the fashion by lowering entering barriers of being fashionable. Their fast fashion business model, design and pricing policies, provides a better understanding of both fashion trends and consumers. They are spreading worldwide with fashion is global strategy and threatening local retailers. Turkey has gained attention of global retailers since new development policies reflected as increase of purchasing power and adoption to Western consumer culture. Global middle-market fashion brands are also successful in big cities of Turkey. Beside their large presence in fashion magazines and high brand awareness and reputation in specific consumer groups, these brands do not seem to grasp average consumers in Turkey. The success of LC Waikiki, a widespread local fashion retail chain in Turkey adopting similar a strategy with these global brands, make it meaningful to discuss fashion in terms of global-local complexity in general and sociocultural context of fashion in Turkey, in particular. They explain their success by a better understanding of Turkish consumer; ‘the secret is to understand the Anatolian consumer’. Company’s strategies and remarks are important to lay off the insights about fashion and consumer profile in Turkey. Information about the company and its strategies will be obtained through a archive review of Turkish magazines, newspapers and official website and these will be supported with interviews with a board member and advertising manager of the company. Key Words: Democratization of fashion, fast fashion, retailing, fashion consumption. ***** 1. Strategies in Fashion Business in context of Democratization of Fashion Debates

‘Everyone Deserves to...