Turkey’s fashion industry has taken a strong position globally, ranking fifth in supplying the textile industry, consolidating its position as one of the main suppliers to Europe, equal with Bangladesh and surpassed only by China.
Thanks to Turkey’s strategic geographic location, solid infrastructure, competitive prices, diversified production capabilities, outstanding design talent and ability to harness technology, Turkey has emerged as a major player on the global fashion stage.
FashionUnited visited the fashion fair Istanbul Fashion Connection (IFCO), which took place from August 9th to 11th in the Turkish capital. At the event, Turkey sent a strong message to the world: it aspires to become the global epicenter of fashion.
More than 30,000 trade visitors
Despite the powerful earthquakes six months ago, hailed as the worst natural disaster in Europe in a century, IFCO remains resilient, driven by the urgent need to strengthen the economy and bring down Turkey’s high inflation.
The aim of the fair was to strengthen the ties between the Turkish manufacturers and the 30,000 professional visitors from all over the world, including an above-average participation of buyers from Latin American countries, which are important players in the global textile sector.
According to the organizers, the number of visitors was already more than 50 percent higher on the second day of the event than in the last autumn/winter season.
So far, Turkish fashion brands have been more in demand in markets such as Russia, North Africa and the Arab world. However, now they are determined to conquer a wide list of countries including the US, Germany, the United Arab Emirates, South Africa, the UK and South Korea.
IFCO this year expanded its exhibition space to 20,000 square meters in the usual Expo Center area on the outskirts of Istanbul, organized in different pavilions to accommodate more than 400 exhibitors. These covered various segments such as women’s, men’s and children’s fashion, denim, leather and fur, sportswear, evening wear and lingerie.
The offerings were so diverse and wide-ranging that it was a challenge to decide on specific stands, as garments with exquisite textures, meticulous finishes and quality fabrics – not to mention competitive prices – were a constant lure.
The tradition of contemporary aesthetics
Brands present included Alaii, Arzu Kaprol, Bist., Çiğdem Akın, Ece Erigi, Essin Baris, Emre Erdemoğlu, Ezgi Karayel, Eynaco, F.Ilik, Guaj London, Kuela, Meltem Özbek, Mert Erkan, Murat Aytulum, Mohair & Angora, Nej, Özlem Erkan, Selin Küçüköz, Shyz Wear, Tuba Ergin, Viola & Vesper and Y Plus. Fusing traditional craftsmanship with bold contemporary aesthetics, the labels create fashion that pushes boundaries and establishes itself as culturally meaningful.
Meltem Özbek invited FashionUnited to dive into his creative universe, namely his showroom in the heart of Istanbul. There he presented his latest proposal for AW24 with a minimalist tendency. This approach, identified as one of the dominant trends of the coming season according to the seminar offered by WGSN experts, implements minimalism with simple elegance and a strong attention to detail.
Strategic position, creativity and quality at competitive prices
The Turkish fashion industry has developed thanks to a unique combination of factors that have given it a strategic position on the world stage. Its location between Europe and Asia offers unparalleled logistics for the worldwide distribution of products. This was a key factor in optimizing Turkey’s well-established supply chain. It has also fostered the versatility and adaptability of the industry.
Entrepreneurs in the sector told FashionUnited that the difficult economic situation in Turkey is currently not affecting most of their companies, as many of them only export their products, such as menswear companies Raffaello or Gelisim. Nevertheless, they are affected by the cost of living crisis that is being observed in large parts of the world.
Purchasing managers are putting pressure on Turkish companies: “They want to buy products at low cost and in small quantities,” says Dilek Gucluer, Sales and Marketing Director at Gelisim.
Low prices without sacrificing integrity for people and planet
Much of the appeal of Turkey’s fashion industry stems from its cost advantage over other markets. The relatively low prices have attracted companies from all over the world looking to maximize their efficiency and competitiveness without sacrificing product quality. This advantage is a crucial factor in maintaining interest and investment in this sector.
But how is it possible to produce affordable products without neglecting ethical and environmental values? For Gucluer, the secret lies in internal control, because “quality starts with the raw materials”.
Choosing local production makes it possible to monitor every phase of the process, which is particularly important in the age of traceability. In contrast to the traditional complex and opaque supply chains intertwined between multiple companies and sometimes countries, this physical proximity ensures accurate traceability.
In addition, the processing of these materials into garments favors renewable energy generated by solar panels installed in Anatolia. This initiative leads to a significant reduction in pollutant emissions.
Focus on design and education
At Gelism, the breadth and diversity of the teams is highlighted, such as specialists dedicated to developing fabrics and fully integrating 3D design into their processes.
Turkey’s outstanding position in the fashion industry is not only due to its production capacities and diversity in the manufacture of everything from textiles to shoes and accessories, the human factor is also of crucial importance for this success.
Constant investment in advanced technologies is a key element in significantly improving the efficiency and quality of fashion production in Turkey. This commitment to innovation has kept the industry at the forefront of technological developments, ensuring products are of the highest standards in terms of quality and design.
Ozmoz, a company specialized in children’s fashion, presents a product that stands out on the market: baby clothes designed with an innovative technology that frees the process from chemical products.
Garments are disinfected down to the smallest detail to ensure babies’ safety, eliminating the need for pre-washing, the company says. They come in a sealed package that is “food grade”. Northern European countries such as Finland and central European countries such as the Netherlands are showing great interest in the brand’s products.
In the shadow of China
China, an industrial and manufacturing hub, has established itself as a leader in global fashion production. Often seen as the epicenter of large-scale manufacturing, Turkey has perfected the responsiveness and flexibility of production while maintaining good quality standards.
When we asked Raffaello’s company spokesman how industry professionals can justify higher prices than in China, he explains that this difference is ultimately understood by customers. The quality is evident from the first wash, he says.
In order to thrive in the global fashion industry, especially vis-à-vis China, Turkey must capitalize on its unique assets, such as its rich cultural heritage, craftsmanship, strategic geographical location, and design prowess.
Additionally, it will be essential to invest in technology, innovation, talent development and marketing strategies to differentiate in a highly competitive market. Maintaining quality will continue to be a key factor.
The Spanish market is not yet a target
Although Turkish retailers are targeting a number of countries like the US, Germany, UAE, South Africa, UK, South Korea and others, the Spanish market doesn’t seem to be on their radar at the moment.
The reasons for this are local competition from corporations such as Inditex and customs problems, which increase costs and make sales more difficult. Despite this, Turkey is penetrating the Spanish market thanks to big brands that are confident in their production capacity and quality.
This article originally appeared on FashionUnited.es. Translated from English and edited by Simone Preuss.