Marc & Andre brand step into the sector with its swimwear design in France, 1985 which form the base of its manufacture. Thanks to the marketing and production policies it developed in 90s with the popularity it caught, it has position at international market. March & Andre which exports to 32 countries, prepares underwear and comfortable home textiles more than 150 pieces as well as more than 300 swimwear and bikinis each season. Brand has authorized offices in 10 countries including Russia, Turkey, Belgium, Germany, Norway and South Africa which started to be at retail segment by developing its own store concept in 2011. Tibet M. Keskin, Store Coordinator of Marc & Andre answered the questions of our publication group about their expectations for 2018 sector evaluations in addition to their activities in Turkey.
What kind of production potential does your firm have at underwear market? Can we take detail about the position of your brand at the market?
As being Marc & Andre which has maintained its existence for more than 25 years abroad, our capacity is 5 million pieces per year. We have been carrying on business at Turkish market for 3 years and we opened our first store by entering retail sector in last 1 year.
How the market expectations at underwear sector have changed and how the trends have navigated?
It doesn’t exist a brand addressing to upper segment like us in Turkey. So quality and high value products need to be produced instead of cheap ones. But you don’t have the chance of creating brand value with cheap product. More healthy and functional products need to be produced. If you want me to give an example for healthy and functional products, we are the single firm producing cap size in swimsuit in Turkey.
How the Turkish underwear sector is and which position it has globally?
Due to the fact that we cannot add enough branding and add enough value- added to our product as being Turkey, we are slogging on at competition. But this is a matter of process. We believe Turkish brands will be able to enter competition with global markets in time.
In which markets are you active abroad? Which markets do you target to enter?
We are pretty active in Middle Europe, Scandinavian countries, Russia and Ukraine. We have 35 stores in Russia. We are the main sponsor at beauty competitions each year in Russia. Our brand value is so high there. We have 15 stores in Ukraine. And we are working with many department stores in Europe. In the next periods, we will concentrate on our meetings with Arab countries.
How was 2017 for your firm?
2017 was hard for us too as it same for everyone. Nevertheless we can say it was positive. As a result of withdrawal of many import brands from Turkey in crisis environment, an opportunity formed for us. Demands for franchising increased and our customer portfolio enlarged.
What is your expectations and targets for 2018?
As being Marc & Andre, we are targeting to increase our retail stores in 2018. Our feasibility activities are keeping on within this direction.
