One of the first companies to strike the minds when it comes to luxurious merchandising and leather goods, starting its operation with the production of women bags at the beginning of 70s, İlker Sürek, Deputy General Manager at DESA, provides insights into many subjects, from their investment plans to the innovations in merchandising segment. İlker Sürek suggests 2018 has been going on quite positive and effective for DESA and says, " We continue to expand the sales area of DESA thanks to the investments made on sales and new stores as well as agreements made for prominent points in abroad as sales channels and thus deliver our approach and designs with high quality standards to more people. Strategies that we have formed in order to deliver our visionary designing approach merged with our high quality craftsmanship and production, one of the fundamental missions of DESA since its establishment, from one generation to the other are prepared in a very sophisticated way. Retail is also managed in a way that continues to be parallel to the changing and evolving world, which will pioneer innovations in its own field. It is very important for us to be in the right place, in the right way, and to reach the right person ... In sum, 2018 has been going on positive and effective for DESA as we have predicted the same from previous years."
'Window Design Is Key'
Sürek further comments that they, as DESA, always renew themselves. "In parallel with the developing world, we attach great importance to develop our own world and be the leader of the upcoming trends in our field, being a source of inspiration. Our approach reflects our collections and the stores we display our world with our designs. As an establishment adopting a merchandising culture in conformity with the time of its days since the very first day of our incorporation, our stores are now equipped with a timeless and contemporary concept where all the details of the dynamism are felt. Showcase design is very important for us since it is the first contact point. It showcases the world of the brand, the philosophy, the message of your new collection with your showcase, and give good clues about what they will discover in the store. We have a very special team and all the window of our stores are simultaneously renewed in parallel with one another with unique themes prepared on seasonal basis, not only when there is a new collection. I would also like to talk about our personal service concept that has never changed since our first store but we have always improved further. We are personally and specially interested in anyone who comes to our stores as a haute couture boutique. Boutique, personal service concept is indispensable for DESA stores. Anyone we host, who steps in our store is very special ... We make great efforts to make them feel that way and to make them feel happy every time they are inside. As you know, DESA is not only a retailer, but also an establishment holding a significant position in the sector with its manufacturer identity for 46 years. We display many products we produce in our stores. Jackets, waistcoats, coats, overcoats, dresses, skirts and trousers groups and leather garment products prepared with a design team consisting of 9 persons are featured. In addition, we are preparing to hit new season with an effective collection of shoes and boots. We offer a wide collection for fashion lovers who want to renew their styles in apparel with specially designed products, bags, wallets, belts and other accessories and for those who wish to adopt an unique lifestyle. If they are tired, we make sue they take their time to relax and enjoy their coffee and water treats in a pleasant and comfortable manner, and feel that they feel like they were in a living area", says Sürek.
Operating In 17 Countries And 180 Different Points
"DESA has 68 stores in different cities of the country. However, with our DESA NINETEENSEVENTY brand in 17 countries, 180 different locations, we sell our products both in our boutique stores and luxury stores with more than one storey. The US, Canada, Spain, France, Germany, Portugal, Switzerland, Italy, China, Russia, Austria, Greece, Qatar, Japan, Korea, Australia, the Netherlands are among these countries. As I have mentioned before, we are widely located abroad in the leading sales points of the world. On the other hand, DESA NINETEENSEVENTYTWO is up in the agenda, which we opened as a result of intensive demand and sophisticated studies we conducted in Port Cervo, Sardinia, Italy, one of the new popular venues of luxury shopping ... The store we opened in Porto Cervo has been attracting a great attention since its opening. Customers we have welcomed worldwide have very positive comments on the quality of the materials we use as well as our high standard of production and design and visionary approach. We aim to further expand our sales network with the world's leading, well-known sales points ... We want DESA to grow internationally, and we attach great importance to be in the right place. "
New Dimension To The 2018-19 Winter Collection Style
"Our collections are welcomed with great pleasure each season. I can also say that having an approach to predict the trends of a couple of seasons later and protecting our position creates a great excitement for our customers when they wait for our collection. In the Autumn - Winter 2018/2013 collection, our chief designer Yossi Kohen, who has made quite successful works in the world, has again made a remarkable, timeless and dynamic piece. The pieces that both create rock star effects and portray the most stylistic epochs of the past are highlighted. A voluminous and intense feeling makes it particularly noticeable on the apparel side. We are displaying a street style that is integrated with luxury, comfortable, stylish yet contemporary appearances. The bags in this collection are quite striking; Forms in small or very large lengths are featured this season. Flat and daily shoes that make a difference in every environment, yet suitable for the hustle and bustle of the city also occupy a great place in the collection. Use of different materials together in perfect harmony are seen very often in garments, bags and shoes. In a nutshell, DESA's new Fall - Winter 2018/2019 collection is displaying the new dimension of "New Way of the Dress."
International Recognition Underlined
İlker Sürek also makes some statements about the opinion that positive atmosphere in tourism has also contributed to the merchandising sector in Turkey. "No doubt that tourism provides prominent contributions to the market with merchandising and retail since the tourists visiting Turkey, prominently Istanbul, not only have its holiday but also do shopping in the places they travel to. The reasons behind this fact is that they are able to find high quality and quite trendy goods much more cheaper compared to their countries. In the past, this perception was not very common in tourists. They used to do shopping comparatively less often. Since the quality approach of Turkish brands are well recognised in all over the globe, the tourists are quite familiar with this fact and the do some intensive shopping including new season. Internationally recognition of DESA and the expansion of product experience is important for us in retailing... A lot of foreign customers meets our brand by way of their acquaintances who did shopping in our stores and they continue to do shopping in our stores when they visit Turkey. Still, the turnover of our stores, particularly in the regions where tourists travel intensely, is affected positively", comments Kürek.
