REVOLUTION OF JEANS

 

Jeans have no demographic limits,appealing to all consumers regardless of age,gender or social status,and they have a wide range of buyer's markets, both young and old alike,and are continuing to make profit both in fashion and export.Many domestic brands of Turkey, which is one of the leading countries in the world in terms of jeans manufacturing, design and branding strategies,rank among the most preferred domestic and international brands.


ITS FABRIC WAS MADE IN FRANCE,ITS PRODUCTION BEGUN IN ITALY,IT BECAME POPULAR IN THE USA

The fabric denim from which jeans are made takes its name from a city in France called De Nimes where it was first woven and wasfirst manufactured  in Genova, Italy.The large scale popularity of jeans was made possible when Oscar Levi-Strauss came to California in the middle of the 19 th. century and produced durable pants from canvas that was used in tent and wagon cover.A pair of jeans is often a must for modern individuals and sometimes a symbol of deiance for young people and the clothes item has become a part of everyday life.When the iron curtain was lifted in Europe, newly liberated countries adopted a new management order,and jeans experienced a golden age as a result in the demand for this particular item of clothing, thus leaving its mark on the daily clothing market of the 20th century.Today,jeans offer a wide range of models in the clothing sector all around the world.



DENIM CLOTHING EXPORT GREW FOUR TIMES IN 11 YEARS IN TURKEY


Since the 1980s the production of denim,one of the oldestfabric types in the world,and clothes that are made of denim,increased in Turkey in connection with the development of the textile and readymade garment industry.This brought about successful export performance in Turkey in the 2000s.In 2003,denim export exceeded 1 billion dollars in Turkey.Between the years 2000 and 2005,export reached 2 billion dollars with an increase changing from 14.7 percent to 54.8 percent.Although there was a decrease in export of denim clothing in 2006 by 3.7 percent,the sector pulled together in the next year and the export reached 2.2 billion dollars.While denim clothing export decreased by 19.9 percent in 2007 and by 19.4 percent in 2008,it increased by 7.2 percent in 2010 and reached 1.5 billion dollars.The following year denim clothing export in Turkey increased by 3.6 percent and export figures reached 1.6 billion dolars Thus from 2000 to 2011,the denim clothing export in Turkey increased four-fold.



DENIM SECTOR GAINED UTTERLY DIFFERENT DIMENSION WITH TURQUALITY

In 2004,when Turquality program took effect for the vision of creating 10 world brands in 10 years and took textile and ready-made garment sectors as plot sectors.State-supported Turquality that has given support to many brands in many ways since 2006 was originated from a branding roadmap prepared by a team that consisted of representatives from Undersecretariat of Foreign Trade,Turkish Exporters Assembly,Exporters Unions and private sector and helped many brands and designer to open to the world. Until the end of the 2013,105 brands of 93 companies have been evaluated in the scope of Turquality project.



DENIM PANTS FOR WOMEN AND MEN ARE BIGGEST EXPORTS

In 2011, 770.1 million dollars' worth of denims pants for women were exported.These products took a share of 49.5 percent in total Turkish denim clothing export.In the same year,denim pants for men took second place in the most exported denim products group and an export of 704.8 million dollars was realized. Denim pants for men took a share of 45.3 percent in total denim export.





DENIM CLOTHING EXPORT OF 1.6 BILLION DOLLAR IN 2013

In 2013,denim clothing maintained their place in woven ready-made garment export in Turkey and denim clothing export increased by 7.2 percent as  compared to year 2012,raised from 1.5 billion dollars to 1.6 billion dollars. In 2013,the countries where denim clothing was exported from Turkey at most are Germany,with an increase by 8.4 percent and an export of 274.7 million dollars , the UK with and increase by 29.2 percent and an export of 219.6 million dollars; Spain with an increase by 11.1 percent and an export of 186.3 million dollars. If we look at January - March period of 2014 in denim clothing exportation,in this period a decrease occurred in denim clothing export by 0.6 percent and denim clothing export was 420.2 million dollars. 
Regarding the countries where denim clothing was exported from Turkey at most,Germany took first place with an exportt of 77.9 million  dollars with  an  increase of 11.3 percent,the UK took the second place with an export of 57.7 million dollars with an increase of 3.5 percent and Spain took the third place with an export of 53.4 million dollars with an increase of 2.3 percent.


MAVI'S EXPORT TARGET FOR 2014: TRY 240 MILLION

The market share of Mavi is at the level of 15.3 percent today.While increasing its market share in Turkey,Mavi continued to grow in global markets.
"We opened 17 new shops abroad in 2013.We grew by 35 percent in Germany.Our growth in Russia was realized 100 percent” stated Cüneyt Yavuz,CEO of Mavi,and he underlined that not only in jeans but also in the ready-wear market for women and men we became of the top 5 brand in the world and added;"We reached annual sales of 7 million pairs of jeans”.Mavi,the leading company in the jeans sector from among 500 top companies in Turkey,is continuing to grow with its own companies in America,Canada, Germany,the Netherlands and Russia and with its strong distributors in Eastern Europe,the Middle East and neighbor countries. Mavi, whose annual export was TRY 180 million in 2013,is planning to open 3 stores in America,4 in Canada, 2 in Germany,4 in Russia,2 in Iraq,2 in Egypt and around 25 stores in total in the Middle East ,Azerbaijan,Ukraine,Romania and Kazakhstan.Mavi's export target for 2014 is TRY 240 million.


NEDİM ÖZBEK
Chairman of Denim Industrialist and Businessmen's Association Today we sell denim pants and other fabrics to the world.
Turkey's biggest clothier mainly have 60-70 percent of export capacity.Although China and India may seem like a rival 
to us as a manufacturer,Turkey's denim quality is more established.That's why we see demand shifting from China, Egypt and
Morocco to Turkey.The production here is also very fast.In terms of logistics,we are at the heart of Europe.It is no longer 
possible for the exports in denim sector to decrease in Turkey.Figures are increasing steadily and raising the bar.We had a
good year in 2013,I think 2014 will be much better.I expect at least a 15 percent increase. 


CÜNEYT YAVUZ
CEO of Mavi

We are targeting to strengthen our existence on the online side and make mavi.com one of the first 5 stores of Mavi in 1 year.
The number of our members for our CRM application Kartuş Card exceeded 4 million.Having them a perfect shopping
experience,maintaining our place in the hearts of our customers is among our most important priorities.Mavi,one of the first 3 companies
in the ready-wear category in lovemarks,is targeting to increase to turnover to TRY 960  million and reach more than 400 stores by the end of
2014.Its target for 2017 is becoming a 1 billion dollar company.

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