Dagi which left 34 years astern at women’s and men’s underwear, sleepwear and track suit market, is shining out as 100% Turkish brand. Dagi maintains designing riveting products with its innovative perception and line by making the name of Turkey globally as a mission and signing under worldwide successes. Having its biggest period of change after its foundation in 2004, Dagi has become a firm producing men’s and women’s underwear, sleepwear, track suit, sock and swimwear by redesigning its whole product portfolio. Brand is keeping on growing both at home and abroad with its investment plans. Chairman of the board of Dagi; Nedim Koç answered the questions of our publication group about the brand.
What kind of production potential does your firm have at underwear market? Can you inform us about the position of your brand at the market?
We are offering strong and quality service with our wide range of products from sleepwear to underwear, from track suit to swimwear for woman, man and kids groups today which we started our textile sector voyage in 1984 for men’s home wear and underwear with the brand Dagi. We have an innovative and dynamic soul following fashion and the sector as being Dagi. Comfort and style are our indispensables. We care offering new style, new cuts, new searches and different fabrics each season.
How have the market expectations changed at underwear sector and how the trends have navigated?
Each day new products are presented at retail and fashion sectors, new firms break into the market. Here, the way to get ahead at this hard environment is to ‘become different’. In the next periods, we are predicting that nature- friendly and animal welfare vegan products will become different at the sector by meeting the needs of the consumers.
How the Turkish underwear sector is in our day and which position does it have globally?
Textile and ready-to-wear sectors are playing important roles at countries’ economic development process due to the value- added and export incomes created during the production period in the world. Textile and ready-to-wear sectors in Turkey have important share for production, export and employment. Especially due to the fact that it is an export- based sector, developments in world trade affect the sector. Turkish ready-to-wear sector ranks as 6th biggest ready-to-wear export of the world. And in textile and ready-to-wear export for EU countries, Turkey ranks as 2nd after China. Therefore, we can say that ready-to-wear sector is important for the economy of Turkey because of the position at production and employment.
In which markets are you active abroad? Which markets do you target to enter?
Our target is to proceed fast at the target markets with the foreign country declinations. Gulf countries and Eastern Europe are our target markets. We are aiming to grow by maintaining our home experience abroad as well.
How was 2017 for your firm?
2017 became a year that we carried out more growth than we expected. We can say it was year we speeded up turnover and going retailing processes. We had 27% growth in our turnover. We reached 58 singular and 32 franchising stores in total by realizing 14 singular and franchising stores.
What is your expectations and targets for 2018?
We started 2018 excitedly with the speed we caught in the previous year. We are planning to open 10 stores in 2018 and then we will crown our success we have maintained since 1984 with our target reaching 100 stores.
