Page 24 - RLI June 2019

INNOvATION, year and is rapidly creating a favourable customer perception
In recent years, the brand has grown by 20 per cent each

in its new markets. In the past month alone, the company has
inaugurated five new stores across five countries: Ukraine,
FIT & QUALITy Russia, Kazakhstan, Tajikistan and Morocco. The new Moroccan
store is the third in the country and the second in Casablanca.
“By 2020, we aim to achieve a 20 per cent growth to become
one of the most preferred denim brands in our operating
markets. Accordingly, we aim to launch approximately 50 new
stores in our target markets by the end of the year,” says Eroglu.
Looking forward, the company is particularly excited
about the Tunisian, Moroccan, Lebanese, Czech, Hungarian,
Polish, Iraqi and Egyptian markets. The company opened its
first store in Morocco in early 2018 and they aim to cement
their investments across North Africa within three years.
There is also a roadmap in place for the Balkans and
Central Europe, while Greece and Slovakia are attractive
markets due to their young population. The Far East also
offers significant opportunities for the brand and they
have been closely following and looking into investment
opportunities in China and India in recent months.
A large organisation with stores across the world,
Colin’s main concern remains translating customer trends
into products. To maintain its current global position, the
company regularly travels to the world’s fashion capitals to
attend trade fairs, and visit its own stores across the world.
“We follow the latest customer trends and design
our products in Turkey and other countries, using new
techniques and working with different design houses, R&D
units, manufacturers and clothiers. These designs are later
manufactured at the highest quality and speed to be delivered
to our stores and presented to our customers,” explains Eroglu.
A huge presence in the lives of its core customer market,
social media plays a substantial part in the current marketing
strategies of Colin’s and as such they make significant
investments in this field. They do not consider social media
as a commercial platform, but rather a means to establish
genuine communication and to engage and strengthen its
connections with young people. One channel they have
focused on in recent times is the sponsoring of e-sports “By 2020, we aim to achieve a 20 per
events, which are very much loved by young people and they cent growth to Become one of the most
invest in their preferred platforms of YouTube to strengthen
its ties to the youth of today. preferred denim Brands in our operating
“We prioritise providing our customers with affordable markets. accordingly, we aim to launch
products that will make them feel cool and comfortable and
which suits their preferences. Our brand serves whatever suits approximately 50 new stores in our
our customers. Seeing smiles on our customers’ faces is our target markets By the end of the year”
ultimate motivation. Our customers love to return to our
Not just in the garment business, ColiN’s is in the business of making people feel better stores as they know they’ll always leave smiling,” says Eroglu.
Driven by its self-confidence, its customer-centric approach
with its products and services. Here, Rli sits down with Chief Executive Chairman Yavuz and its successful track record, COLIN’S is designed at every
level to become Turkey’s first globally successful fashion brand.
Eroglu to discuss the business and what the future holds for the company. Its strength and conviction are founded on the mission to
inspire young people to enjoy life more with its denim jeans.

OLIN’S offers innovation, fit and quality in its stores In the past 12 months, Colin’s has launched 40 new
all over the world. Its understanding of innovation stores in 13 countries, along with rejuvenating and
makes for striking showcases, creative collections globalising the brand perception.
C and diversity where customers feel different feelings. “In addition to our country-specific marketing
Its understanding of fit means that customers can be free to feel and advertisement activities, we have also initiated
comfortable and to reflect their own personal style, while it’s global campaigns to connect our markets,” explains
understanding of quality means they can always offer sustainable Yavuz Eroglu, Chief Executive Chairman of COLIN’S.
qualities with its colour, fabric, stitching, durability and stance. “COLIN’S Jeans Fest is one of the best examples of
Today the company has a portfolio of more than 600 stores this. The youth in all corners of the world brim with the
across 38 countries. In addition to its home market of Turkey, same excitement and desire to discover. As the brand
its major markets are Russia, Ukraine, Romania, Belarus, of choice for the young and the young at heart, we have
Morocco and Georgia. The brand also operate franchises in molded this desire into the Jeans Fest. Running for nine
the Kingdom of Saudi Arabia, Greece, Azerbaijan, Moldova, years now, it has become a brand association and our
Uzbekistan, Algeria, Cyprus, Jordan, Palestine, Qatar, Kosovo, customers in our operating countries eagerly await the
Serbia, Libya, Ivory Coast, Iran and Kazakhstan. next festival.”

24 RETAIL & LEISURE INTERNATIONAL JUNE 2019