Avva has scripted a fashion language that reflects the very spirit of men with style through its introduction of sophisticated, young and trendy collections. It has become one of the most important brands of the Turkish textiles sector with its genuine designs and quality. With the Dido Group's continued investment in Turkey, the brand has been acquiring commercial success globally. Today, the brand has over 70 domestic stores and about 30 international concept retail outlets. President of the brand, Volkan Atik, chats about the highs and lows of the Turkish apparel industry.
What is the market share of Avva in Turkey in the menswear segment?
The year 2017 has been a good one for Avva. Despite the economic crisis and its impact on the market, we succeeded in achieving a six-time growth from 2011 to 2017. At the same time, we still carry on with our investments. I would like to utter one saying which I truly believe in "If you can't succeed trying the same thing. then there is no need to try the same things". Therefore, we do need to change our aspect of working; still, we are an international trademarked Turkish clothing brand with leading-edge expertise in mens' ready-to-wear with 72 franchisee shops operating domestically.
How big is the design team at Avva? Where do they source information on trends and consumer insights from?
We have a large design team. As you know digital world trends have been reflecting consumer needs at a much faster rate. In that regard, we of course follow some of the websites and countries who are trendsetters. We also take into consideration consumer research reports.
How many collections do you make annually for Avva? How many styles in each collection?
We have two different collections for fall/ winter and spring/summer. Each collection houses on an average 650 different options.
In which regions of Turkey and abroad are your revenue generating stores located?
We have many stores nationwide in Turkey, and abroad we have stores in mid-Europe/Russia / Turkic Republics and the Middle East.
What are the trends in terms of fabric, silhouettes, prints and colours for A/W 2018-19 for menswear?
The prominent materials of this season are: velvet, 3D fabrics and knitted materials in term of fabrics. The pleated fabrics are one of the most attractive designs in AW18-19. Especially, sports and classic pieces used together form a hybrid combination and views. It's used at the moment all over the world. Grey appeared in the previous season as a major colour. Two distinct shades of grey are dominating colours this winter. Coffee, tile, sax and lilac tones are at the forefront of trendy colours as well.
Which are the top-selling items at Avva?
Avva is a brand which has a target demographic of men who like to dress trendy. Classical dress and tuxedo make 20 per cent of whole collection, and another 20 per cent consists of standard products which can be called 'basic', and the rest 60 per cent is mostly smart casuals which include up-to-date trends and highly fashionable group in itself. Our top-selling items may differ every season and at various sales points, but generally our jackets, coats, shirts, and trousers are doing very well.
What are the challenges that the Turkish fashion industry faces at present? What would be your suggestions to overcome them?
Recovering from the economic crisis that began in early 2014, and continued through 2015 and 2016 till the end of 2017 was a challenging period. But we are optimistic about 2018 even with all the geopolitical risks and cyclical problems. Our experience shows that Turkey has been able to withstand all this due to its strong economic structure. If any other country had same problems, they would be dealing with a bad situation. Let's not forget that difficulties can strengthen people as well as companies and institutions. It's the reality that we are immune against economic and political crises. This immunity has become stronger with the government's support.
Turkey is a big country, and with respect of our sector there are huge market possibilities due to the country's favourable geographical location. Turkish, Russian, Arabic speaking countries are Turkey's natural markets in the ready-to-wear sector. If we take into consideration the demographic structure, we would say that the young population in this region is around 1 billion, and that's a very big market. Therefore, we need to constantly operate within the range of this young and strong demographic body. Being innovative and up-to-date carries great weight while trying to be sustainable in this big market.
The men's category has the white shirt. Then, there is an increasing demand from the fashion-conscious metroretro-sexual male. How well are brands/ retailers/ manufacturers responding to such demands?
The ready-to-wear sector constantly changes and develops itself. So, to be Avva Brand, we make our products in accordance with this growth rate. In order to succeed in following these trends, we are working to improve our service quality as well.
Do you plan to penetrate new markets with Avva? What are the future plans?
Avva currently has 70 domestic and 30 international stores, and its products are sold in around 3,000 corners including Turkish, Russian and Arabic speaking countries. We have franchisee stores in the US and East Europe. Beside that, our company employs 500 people directly and 5.000 indirectly. We have succeeded in 2017 with a growth rate of 38 per cent. Our expected growth rate for 2018 is 30-35 per cent. We will be able to operate 200 stores by opening 100 new stores in domestic and international markets by 2022. Also, we have our own website avva.com.tr. Besides that, we also sell our products on "private shopping" sites. Our online revenue consists of 2-2.5 per cent of our total turnover. (HO)
Published on: 07/04/2018
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
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