LC Waikiki, being one of the most important apparel brands in Turkey, alongside with experiencing growth through its new stores, also continues to expand its product range. LC Waikiki Chief Merchandising Officer, Maria Comfort, answered the questions of our publishing group, with respect to their new activities as the brand, following its cosmetic products, will also be producing home textiles, launched under the brand name LCW Home.
What is the positioning of LC Waikiki in Turkish RTW sector in terms of target customer, product and quality offer?
As LC Waikiki we built a Brand based on our values of fairness, trust and equality. Our mission ‘Everybody deserves to dress well’ is embracing everyone. We are a team dedicated to building a product offer inclusive of core and commercial fashion styling that is a smart choice for all customers. We are really focused on quality, modern styling, value for money and product innovation. The business is part of the global community, we are operating 652 stores in 31 countries and continue to expand our community aggressively.
LC Waikiki leads the sector in 11 markets. We take the trust of our consumers very seriously. Our team build strategy focused on satisfying our broad range of customer by targeting their needs and delivering the right product at the time they need it to exceed their expectation in value for quality. We have a policy that consumers can return product to us, anytime if they are not satisfied. In the next Season we will be introducing new product categories to increase the customer experience. In the fashion side of the business we are introducing a cosmetic range which we are excited about and we are launching LCW Home to offer Turkish made products with natural fibers and wonderful hand feel perfect for the family. Our growth comes with responsibility to our customers, friends and our country. We are very proud to be the first brand of Turkey in our sector. We are not complacent, we have a Brand vision to escalate our growth according to important conditions: the satisfaction of our customers, our associates and the fulfillment of our values. As we say, “We are Better with You”.
In how many total stores is LC Waikiki servicing its customers – domestic and international?
LC Waikiki is currently operationg in 31 countries 652 stores including Turkey. 223 of our stores is in international markets.
LC Waikiki continues to spread its accessible fashion premise all over the world. How does quality and good price co-exist? What is your strategy that makes you different than others?
Our business roots are in the manufacturing sector which has allowed us efficiencies in production resulting in value for money. There are important advantages due to our size and financial position. We are able to reduce costs based on volume, we also as a business policy partner with manufacturers and support their development and technical expertise. Our most important resource is our people, together we are committed to constant review of processes to achieve optimum efficiency and lean processes. We are also prioritizing innovation to improve our product quality and value.
Where does LC Waikiki stand in RTW export landscape?
LC Waikiki is the most successful retailer of Turkey. There is great pride and responsibility associated with delivering consistently to our customers and being part of a community. In our expansion strategy we are benefitting a great deal from our roots, our expertise in manufacturing and our existing model. We are a Brand focused on delivering a unique value proposition. Our competitors generally have a singular customer segment strategy. We believe that all customers share common expectations which are to receive value for their money, to have their wardrobe needs met and have an engaging, trusting relationship with their Brand of choice. When we enter new markets we come with the same humility and desire to understand the needs of the customers that has fueled our growth. We are also privileged to enter new markets and become active partners in new communities. In 2016 we are going to open 130 new stores abroad which will bring the number of our international stores to 33. In Turkey we will open 30 to 40 stores.
Which trends are preminent in 2016 Summer season? What does LC Waikiki have to offer to its customers?
We are very practical in our approach to fashion. We are first considering the relevance and appeal of trends to our customers according to their individual fashion sensibility, lifestyle and wardrobe needs. Color is always very important and fabrics, pattern and silhouettes. This summer we will see many light weight fabrics: linen, cotton, voile are very prevalent. Silhouettes will become more fluid and colors will range from earthy neutrals to vivid hues. For certain fashion is personal and needs to suit the individual.
