Built on two main values, Altınyıldız Classics is a brand that has a long-standing history of using superior fabric quality and design, and possessing an elegance that has been built through years of high-level craftsmanship.
Currently operating close to 200 stores at home and abroad, the company also has points of sale in department stores such as Boyner and YKM along with its own e-commerce platform. “Presently we have 185 stores in Turkey and 12 active stores across Romania, Azerbaijan, Kazakhstan, Kyrgyzstan, Uzbekistan, Iraq and Cyprus,” says Altınyıldız Classics CEO Enis Habif. “We plan to reach 25 international stores by end of year with new locations in Uzbekistan, Kazakhstan, Ukraine, Algeria, Germany and Israel.”
In the last year, the business has joined together with famous Turkish actor Burak Özçivit who now represents the brand in multiple countries. This partnership has marked an upturn in prestige and recognition, with a sizable increase in the number of young customers who shop and follow the company. Recent key store openings include Istanbul Eminönü in Istanbul, Turkey and in Tashkent, the capital of Uzbekistan. A 315sq m store in Afi Cotroceni mall in Bucharest, the capital of Romania and a store in Germany’s Frankfurt Skyline Plaza, which has seen the company make an entrance to Western Europe, are important stores for the brand.
“In the rest of this year we envisage rapid growth abroad, digitalisation, omni-channel and constructing the most suitable customer experience that is in-line with this period of changing retail. Also, we aim to reach 50 stores abroad by the end of 2020 and 100 stores in 2022,” states Habif.
In accordance with its growth plan, and the idea of being in the right place at the right time, areas that Altınyıldız Classics (AC&Co.) are interested in reaching are North Africa, the Balkans, Turkic Republics and Europe. Continuing to give high importance to innovative products, the company has created its own mark in the industry with its unique products such as ‘non-iron shirts and trousers’, dirt proof and unstainable ‘nano suits’ and ‘trousers 360’ that can stretch to every direction. In the remainder of the year Habif says that there will be many more of these innovative products landing in the market.
So with international expansion in mind, how has Habif found that the brand’s offer translates across borders, both culturally and in terms of consumer wants and needs? “The vision of the brand is to make quality products accessible for our customers at an affordable price. Domestically and abroad, we develop our products in accordance with the needs and expectations of customers and when determining our prices, we consider the purchasing power of the consumer in present conditions, the competitors and economic data.”
Habif believes that social media is now a communication channel like TV, radio and outdoor advertising that has existed in the sector for a long time. As a retail brand, Altınyıldız Classics sees its social media pages as a kind of store window like the display windows in its stores.
“The pictures we post are there to show the product in the best possible way and to generate within our customers a desire to buy. We put a lot of work into the planning and advertising we release over social media, as like every communication, we need to be flawless in social media and express the brand in the best way possible,” explains Habif.
A Boyner group company, its unconditional customer satisfaction and perfect customer experience principles are the two most important values to Altınyıldız Classics. Other important USP’s for the brand are its rich and varied collections that are created with modern designs and presented to the consumers at a reasonable price.
The ethos of the company is to constantly be aware of the changing needs of its customers and to design and offer products and services that add value to its customers’ lives that make them different with our fashionable vision, flexible structure and pioneering and innovative products.
So what lies ahead and what does Habif perceive to be the greatest challenge facing the company? “As competition gradually increases, we will continue to propose reasonably priced offers to our customers without sacrificing our quality by enriching our progressive and innovative collection even further. In the meanwhile, by being rapidly integrated in digitalising and multi-channel retailing, we will eliminate the boundaries of stock, service and experience. The greatest challenge here is to bring these innovations together with the consumer at the right time and place,” Habif concludes.