SAP FORUM İSTANBUL
Gelecek Bugün
Stephen Henly
Industry Director
EMEA Consumer Industries
Fast Changing International Fash...
My Apologies – sorry to not being there: I
was really looking forward to meeting you all
- Hopefully another day?
© 2013 SAP AG. All rights reserved. 3
My and others interest in the Turkish Fashion Retail
Market – Why?
•Already an impor...
© 2013 SAP AG. All rights reserved. 4
Turkish consumers are becoming increasingly fashion
conscious – esp.”The New Interna...
© 2013 SAP AG. All rights reserved. 5
The Facts about Turkish Retailing
- Istanbul is the eleventh most attractive
locatio...
© 2013 SAP AG. All rights reserved. 6
Some Key Facts about Turkish Retailing
- The importance of shopping centres in the m...
© 2013 SAP AG. All rights reserved. 7
Some Key Facts about Turkish Retailing
The huge market of approximately 13.3
million...
© 2013 SAP AG. All rights reserved. 8
Fashion Retailers planning to open in
Turkey? Many more rumoured?!
© 2013 SAP AG. All rights reserved. 9
Top clothing retailers in Europe - 2012
Top fashion & clothing retailers in Europe t...
© 2013 SAP AG. All rights reserved. 11
Lets now examine the
key drivers of
International Fashion
(+other) Retail change
© 2013 SAP AG. All rights reserved. 12
The Forces and Changes that are Impacting on
International Consumers
•This talk loo...
© 2013 SAP AG. All rights reserved. 13
Today’s Consumers Demand More
Modern consumers expect
everything; they want it now,...
© 2013 SAP AG. All rights reserved. 14
1 Hyper-change in international consumer spending
patterns as the “old economic ord...
© 2013 SAP AG. All rights reserved. 15
1 Hyper-change in international consumer spending
patterns as the “old economic ord...
© 2013 SAP AG. All rights reserved. 16
1 Hyper-change in international consumer spending
patterns as the “old economic ord...
© 2013 SAP AG. All rights reserved. 17
THE EVIDENCE – Value Seeking
© 2013 SAP AG. All rights reserved. 18
THE EVIDENCE – Value Seeking - PRIMARK
© 2013 SAP AG. All rights reserved. 19
THE EVIDENCE – Value Seeking – Selfridges London, Au
Printemps - Paris
© 2013 SAP AG. All rights reserved. 20
1 Hyper-change in international consumer spending
patterns as the “old economic ord...
© 2013 SAP AG. All rights reserved. 21
THE EVIDENCE - The Unusual - Anthropologie
© 2013 SAP AG. All rights reserved. 22
THE EVIDENCE – The New – Superdry
© 2013 SAP AG. All rights reserved. 23
THE EVIDENCE – Demand for “Hyper-service”
e.g. Savile Row - LONDON
© 2013 SAP AG. All rights reserved. 24
2 Changing shopping habits – move towards more
convenient shopping – both on-line a...
© 2013 SAP AG. All rights reserved. 25
THE EVIDENCE – The local growth of convenience shop
chains + renaissance of local f...
© 2013 SAP AG. All rights reserved. 26
THE EVIDENCE – The local delivery booth common in
Germany & Australia + UK demand f...
© 2013 SAP AG. All rights reserved. 27
THE EVIDENCE – More older customers are now ordering
on-line + Retailers having to ...
© 2013 SAP AG. All rights reserved. 28
THE EVIDENCE – Retailers will have to invest more on in-
store consumer assistance ...
© 2013 SAP AG. All rights reserved. 29
3 Changing shopping priority & focus – Gradual
education and change of consumers to...
© 2013 SAP AG. All rights reserved. 30
3 Changing shopping priority & focus – gradual
education of consumers towards Healt...
© 2013 SAP AG. All rights reserved. 31
3 Changing shopping priority & focus – gradual
education of consumers towards Healt...
© 2013 SAP AG. All rights reserved. 32
3 Changing shopping priority & focus – gradual
education of consumers towards Healt...
© 2013 SAP AG. All rights reserved. 33
3 Changing shopping priority & focus – gradual
education of consumers towards Healt...
© 2013 SAP AG. All rights reserved. 34
3 Changing shopping priority & focus – gradual
education of consumers towards Green...
© 2013 SAP AG. All rights reserved. 35
3 Changing shopping priority & focus – gradual
education of consumers towards Green...
© 2013 SAP AG. All rights reserved. 36
3 Changing shopping priority & focus – gradual
education of consumers towards Green...
© 2013 SAP AG. All rights reserved. 37
THE EVIDENCE – Ethical issues now become major
international news issues within sec...
© 2013 SAP AG. All rights reserved. 38
THE EVIDENCE – Totally transparent trade transparent
brands already on the move HON...
© 2013 SAP AG. All rights reserved. 39
4 Need for shoppers to be more excited and
stimulated by the shopping experience
As...
© 2013 SAP AG. All rights reserved. 40
THE EVIDENCE – “SEXIER” WEBSITES many with UGC &
Mass Customisation
© 2013 SAP AG. All rights reserved. 41
THE EVIDENCE – “SEXIER” WEBSITES many with UGC &
Mass Customisation
The Burberry Be...
© 2013 SAP AG. All rights reserved. 42
THE EVIDENCE – “SEXIER” WEBSITES many with UGC &
Mass Customisation
© 2013 SAP AG. All rights reserved. 43
THE EVIDENCE – Extreme retail experience + technology
Burberry Regent Street
© 2013 SAP AG. All rights reserved. 44
THE EVIDENCE – Extreme retail experience + technology
INTERACTIVE HANGERS – by Team...
© 2013 SAP AG. All rights reserved. 45
THE EVIDENCE – Technology advances retail on-line
ETSY – The US website of the “Uni...
© 2013 SAP AG. All rights reserved. 46
THE EVIDENCE – Technology advances retail on-line
Farfetch.com – UK website dedicat...
© 2013 SAP AG. All rights reserved. 47
THE EVIDENCE – Technology not helping much at POS?
POS Confusion still Rife – why?
© 2013 SAP AG. All rights reserved. 48
THE EVIDENCE – Technology not helping much at POS?
The Current Inefficiency of Info...
© 2013 SAP AG. All rights reserved. 49
THE EVIDENCE – Technology can and must help more at
POS
The Technology of “Ease” is...
© 2013 SAP AG. All rights reserved. 50
THE EVIDENCE – Technology can and must help more at
POS
The Technology of “Ease” is...
© 2013 SAP AG. All rights reserved. 51
5 Consumer Clustering – for finance strapped
consumers and market hungry retailers?...
© 2013 SAP AG. All rights reserved. 52
THE EVIDENCE – CONSUMERS LEARN ABOUT THEIR
BUYING POWER
© 2013 SAP AG. All rights reserved. 53
THE EVIDENCE – PRICE CONFUSION MAY BE A THING OF
THE PAST?
© 2013 SAP AG. All rights reserved. 54
THE EVIDENCE – CUSTOMERS & MARKETS ARE
FRAGMENTING FASTER – DO WE UNDERSTAND THEM?
© 2013 SAP AG. All rights reserved. 55
THE EVIDENCE – CUSTOMERS & MARKETS ARE
FRAGMENTING FASTER – DO WE UNDERSTAND THEM?
...
© 2013 SAP AG. All rights reserved. 56
THE EVIDENCE – SUPPLY CHAIN EFFICIENCY NOW OF
THE UTMOST URGENCY
ROBOT PICKING
© 2013 SAP AG. All rights reserved. 57
THE EVIDENCE – SUPPLY CHAIN EFFICIENCY NOW OF
THE UTMOST URGENCY
IMPROVING DELIVERY...
© 2013 SAP AG. All rights reserved. 58
THE EVIDENCE – BIG DATA – IS GETTING BIGGER
© 2013 SAP AG. All rights reserved. 59
THE EVIDENCE – BIG DATA – THE DATA DELUGE?
© 2013 SAP AG. All rights reserved. 60
6 How will the Consumer use “The Internet of
Everything”?
© 2013 SAP AG. All rights reserved. 61
“The Internet of Everything”
MY BEST DEFINITION
“A totally connected Internet drive...
© 2013 SAP AG. All rights reserved. 62
On the assumption it will arrive – most consumers/society
will clearly use it to
1....
© 2013 SAP AG. All rights reserved. 63
The implications for retailers & wholesalers?
Consumption patterns may therefore be...
© 2013 SAP AG. All rights reserved. 64
The Potential Impact of all these factors on Turkish
Retailing
•Increasing foreign ...
THE LAST WORD
The key to surviving and thriving as the world comes into
recovery mode, will be to have clear understanding...
Teşekkürler!
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SAp - HIZLI DEĞİŞEN ULUSLARARASI MODA PERAKENDESİ VE BAŞARI KRİTERLERİ - SAP Forum 2013

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Fashion Merchandising & Strategy alanlarında çalışmalarıyla tanınan, akademisyen, yazar, konuşmacı David Shaw, hızlı değişen uluslararası Fashion Retail pazarında şirketleri başarıya götürecek faktörleri, rekabet avantajı yaratacak yöntemleri paylaşacak.

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SAp - HIZLI DEĞİŞEN ULUSLARARASI MODA PERAKENDESİ VE BAŞARI KRİTERLERİ - SAP Forum 2013

  1. 1. SAP FORUM İSTANBUL Gelecek Bugün Stephen Henly Industry Director EMEA Consumer Industries Fast Changing International Fashion Retailing - the key forces and factors for success
  2. 2. My Apologies – sorry to not being there: I was really looking forward to meeting you all - Hopefully another day?
  3. 3. © 2013 SAP AG. All rights reserved. 3 My and others interest in the Turkish Fashion Retail Market – Why? •Already an important textile and garment manufacturing centre in “The European Arena” – (I wish it were bigger!) •Large, young and growing fashion population – with increasing understanding and demand for fashion brands – esp. “The International Turkish Girl” – international brand awareness •An increasingly sophisticated and fast growing retail infrastructure which is rapidly developing – mainly as result of internal national retailer activity – Istanbul is 11th most internationalised retail city in the world •Wide numerical opportunity for available for immediate and future expansion •Current relatively low penetration of foreign fashion retailers outside of key Turkish cities – although this is growing exponentially •Rising levels of urbanisation
  4. 4. © 2013 SAP AG. All rights reserved. 4 Turkish consumers are becoming increasingly fashion conscious – esp.”The New International Girl” – which girl is from what country?!
  5. 5. © 2013 SAP AG. All rights reserved. 5 The Facts about Turkish Retailing - Istanbul is the eleventh most attractive location for international retailers in Europe. - Turkey is the seventh largest organised retail market in Europe, with a total leasable area of 8.3 million sq m across 332 shopping Centres - Approximately 2.6 million sq m of leasable space is currently under construction, with Istanbul accounting for almost half of this total.
  6. 6. © 2013 SAP AG. All rights reserved. 6 Some Key Facts about Turkish Retailing - The importance of shopping centres in the market is growing, with the likes of Forum Istanbul and Istinye Park trading particularly well. This will be further fuelled by the huge development pipeline, and in particular the imminent opening of several landmark schemes, including the Zorlu Center and Emaar’s Boulevardi. - Istanbul’s retail culture is still mostly dominated by the high street, however, with Istiklal Street the dominant mass market location on the European side, along with Nişantaşi district, which caters for luxury brands.
  7. 7. © 2013 SAP AG. All rights reserved. 7 Some Key Facts about Turkish Retailing The huge market of approximately 13.3 million consumers in Istanbul is viewed by many retailers as the perfect gateway to the Middle East and Caucasus region. Istanbul’s retail market is revolutionising itself at great speed, with significant quantities of modern shopping centre stock coming online.
  8. 8. © 2013 SAP AG. All rights reserved. 8 Fashion Retailers planning to open in Turkey? Many more rumoured?!
  9. 9. © 2013 SAP AG. All rights reserved. 9 Top clothing retailers in Europe - 2012 Top fashion & clothing retailers in Europe turnover in Europe 2012 in Billion E Rank Retailer Turnover Headquarter 1 H&M 12.8 Sweden 2 M&S 11.5 UK 3 Inditex 11.2 Spain 4 C&A 6.8 Belgium/Germany 5 Next 4.3 UK 6 Primark 4.3 UK 7 Arcadia 3.3 UK 8 Debenhams 3.3 UK 9 Esprit 2.4 Germany 10 Benetton 1.6 Italy
  10. 10. © 2013 SAP AG. All rights reserved. 11 Lets now examine the key drivers of International Fashion (+other) Retail change
  11. 11. © 2013 SAP AG. All rights reserved. 12 The Forces and Changes that are Impacting on International Consumers •This talk looks at some of the key macro and micro trends that international retailers are currently starting to face •Many of changes which will result in a sea change in the way in which retail systems and technologies will need to be developed, used and applied •Some will have variable impacts in different countries and on different types of retailer THE ONLY THING THAT IS GUARANTEED; IS THAT THE OLD RETAIL ORDER WILL BE FORCED INTO ADAPTION TO THE NEW GLOBAL PARADIGM
  12. 12. © 2013 SAP AG. All rights reserved. 13 Today’s Consumers Demand More Modern consumers expect everything; they want it now, they want it cheap and want the newest. They want a service level that suits them - delivered at place and in a manner that suits them.
  13. 13. © 2013 SAP AG. All rights reserved. 14 1 Hyper-change in international consumer spending patterns as the “old economic order” changes
  14. 14. © 2013 SAP AG. All rights reserved. 15 1 Hyper-change in international consumer spending patterns as the “old economic order” changes THE “SHIFTING” MIDDLE CLASS
  15. 15. © 2013 SAP AG. All rights reserved. 16 1 Hyper-change in international consumer spending patterns as the “old economic order” changes The Potential International Retail Impact? The mass middle classes will HAVE to seek value across the entire range of their normal purchasing. The once affluent Middle Class will undoubtedly 1.Down shop to cheaper retail formats 2.Increasingly undertake price comparison 3.Avoid shopping in poor value high cost retail formats 4.Become increasingly self-educated about which retailers deliver value 5.N.B. Governments may well become involved with national pricing/monopolies/price cartels/price fixing
  16. 16. © 2013 SAP AG. All rights reserved. 17 THE EVIDENCE – Value Seeking
  17. 17. © 2013 SAP AG. All rights reserved. 18 THE EVIDENCE – Value Seeking - PRIMARK
  18. 18. © 2013 SAP AG. All rights reserved. 19 THE EVIDENCE – Value Seeking – Selfridges London, Au Printemps - Paris
  19. 19. © 2013 SAP AG. All rights reserved. 20 1 Hyper-change in international consumer spending patterns as the “old economic order” changes The Potential International Retail Impact? However, the WEALTHIER CUSTOMERS will still be there, but in fewer numbers with more retailers seeking their custom – THEY WILL INCREASINGLY SEEK 1.The New in terms of retail format 2.The Unusual and different 3.Brands with a difference 4.Better total service 5.Convenience and time saving 6.Reasons to stay loyal
  20. 20. © 2013 SAP AG. All rights reserved. 21 THE EVIDENCE - The Unusual - Anthropologie
  21. 21. © 2013 SAP AG. All rights reserved. 22 THE EVIDENCE – The New – Superdry
  22. 22. © 2013 SAP AG. All rights reserved. 23 THE EVIDENCE – Demand for “Hyper-service” e.g. Savile Row - LONDON
  23. 23. © 2013 SAP AG. All rights reserved. 24 2 Changing shopping habits – move towards more convenient shopping – both on-line and in store As many Western and some Asian countries get older and less mobile – convenience shopping will by necessity become more popular - CUSTOMERS WILL INCREASINGLY SEEK 1.Shops that are closer to home with less or ideally no drive time 2.More home deliveries – of a wide range of goods 3.More will be purchased on-line 4.Click and collect at local pick-up points may replace conventional post offices 5.More and simpler help from shops/staff and the associated technologies 6.In countries that are geographically large with dispersed communities – The Internet will make shopping available everywhere – even in rural areas
  24. 24. © 2013 SAP AG. All rights reserved. 25 THE EVIDENCE – The local growth of convenience shop chains + renaissance of local food shops
  25. 25. © 2013 SAP AG. All rights reserved. 26 THE EVIDENCE – The local delivery booth common in Germany & Australia + UK demand for home delivery
  26. 26. © 2013 SAP AG. All rights reserved. 27 THE EVIDENCE – More older customers are now ordering on-line + Retailers having to improve calibre of call centres
  27. 27. © 2013 SAP AG. All rights reserved. 28 THE EVIDENCE – Retailers will have to invest more on in- store consumer assistance technologies
  28. 28. © 2013 SAP AG. All rights reserved. 29 3 Changing shopping priority & focus – Gradual education and change of consumers towards Healthy, Green and Ethical Consumption As consumers become more knowledgeable and educated about Green & Ethical issues – due to more transparent supply chains. IT will undoubtedly increasingly need to help the control measure and audit of these. More transparent labelling could reveal and declare 1.Real info about country of origin 2.Details of carbon footprint involved 3.Pollution levels involved in manufacture and after care 4.Health level and purity of food products 5.Level of Fair Trading involved
  29. 29. © 2013 SAP AG. All rights reserved. 30 3 Changing shopping priority & focus – gradual education of consumers towards Healthy, Green & Ethical Consumption
  30. 30. © 2013 SAP AG. All rights reserved. 31 3 Changing shopping priority & focus – gradual education of consumers towards Healthy, Green & Ethical Consumption
  31. 31. © 2013 SAP AG. All rights reserved. 32 3 Changing shopping priority & focus – gradual education of consumers towards Healthy, Green & Ethical Consumption CARBON FOOTPRINT LABELLING?
  32. 32. © 2013 SAP AG. All rights reserved. 33 3 Changing shopping priority & focus – gradual education of consumers towards Healthy, Green & Ethical Consumption FAIR TRADE
  33. 33. © 2013 SAP AG. All rights reserved. 34 3 Changing shopping priority & focus – gradual education of consumers towards Green & Ethical Consumption DYE POLUTION IN CHINA
  34. 34. © 2013 SAP AG. All rights reserved. 35 3 Changing shopping priority & focus – gradual education of consumers towards Green & Ethical Consumption HEALTHY FOOD LABELS
  35. 35. © 2013 SAP AG. All rights reserved. 36 3 Changing shopping priority & focus – gradual education of consumers towards Green & Ethical Consumption ENVIRONMETAL CARE
  36. 36. © 2013 SAP AG. All rights reserved. 37 THE EVIDENCE – Ethical issues now become major international news issues within seconds By Jessica Wohl and Nivedita Bhattacharjee Thu May 16, 2013 5:35am IST REUTERS - A trans-Atlantic divide between European and U.S. retailers over how best to respond to fatal disasters in Bangladesh textile factories split wide open on Wednesday, with U.S. retailers claiming their European counterparts are giving labor unions too much control over ensuring workplace safety. Retailers will need to use technology more effectively to audit/monitor production sourcing
  37. 37. © 2013 SAP AG. All rights reserved. 38 THE EVIDENCE – Totally transparent trade transparent brands already on the move HONEST by
  38. 38. © 2013 SAP AG. All rights reserved. 39 4 Need for shoppers to be more excited and stimulated by the shopping experience As the international shopping environment becomes increasingly hyper- competitive – both conventional and online retailers will need to use technology more effectively to differentiate themselves 1.Websites will need to be “sexier”, more intuitive, give better service and be more navigable 2.The in-store shopping experience will need to be more efficient and help the consumer arrive faster at a state of readiness to purchase 3.Technology will need to excite customers more by providing greater sensory stimulation – both in-store and on-line
  39. 39. © 2013 SAP AG. All rights reserved. 40 THE EVIDENCE – “SEXIER” WEBSITES many with UGC & Mass Customisation
  40. 40. © 2013 SAP AG. All rights reserved. 41 THE EVIDENCE – “SEXIER” WEBSITES many with UGC & Mass Customisation The Burberry Bespoke Trench – 2m options - $1500 - $8000. Gives customers a unique product + detailed demand research for Burberry
  41. 41. © 2013 SAP AG. All rights reserved. 42 THE EVIDENCE – “SEXIER” WEBSITES many with UGC & Mass Customisation
  42. 42. © 2013 SAP AG. All rights reserved. 43 THE EVIDENCE – Extreme retail experience + technology Burberry Regent Street
  43. 43. © 2013 SAP AG. All rights reserved. 44 THE EVIDENCE – Extreme retail experience + technology INTERACTIVE HANGERS – by TeamLab of JAPAN -
  44. 44. © 2013 SAP AG. All rights reserved. 45 THE EVIDENCE – Technology advances retail on-line ETSY – The US website of the “Unique”
  45. 45. © 2013 SAP AG. All rights reserved. 46 THE EVIDENCE – Technology advances retail on-line Farfetch.com – UK website dedicated to finding and bringing customers the unusual
  46. 46. © 2013 SAP AG. All rights reserved. 47 THE EVIDENCE – Technology not helping much at POS? POS Confusion still Rife – why?
  47. 47. © 2013 SAP AG. All rights reserved. 48 THE EVIDENCE – Technology not helping much at POS? The Current Inefficiency of Information and Transaction @ POS
  48. 48. © 2013 SAP AG. All rights reserved. 49 THE EVIDENCE – Technology can and must help more at POS The Technology of “Ease” is already here?
  49. 49. © 2013 SAP AG. All rights reserved. 50 THE EVIDENCE – Technology can and must help more at POS The Technology of “Ease” is already here?
  50. 50. © 2013 SAP AG. All rights reserved. 51 5 Consumer Clustering – for finance strapped consumers and market hungry retailers? 1.As retail markets generally tend to fragment more – a need to use IT more effectively to “Cluster Consumers” more effectively will be vital – “BIG DATA USED BETTER”? 2.Already consumer power is taking hold - e.g. GROUPON 3.Easier consumer price comparison is making deliberate “Confusion Marketing” a thing of the past 4.Both consumers and retailers will move towards technology driven clustering to improve price competitiveness and increase market share 5.The whole supply chain will need to be driven to deliver far greater efficiencies in order to drive price savings all through the supply chain 6.The improved and more intelligent use of Big Data will need to become a key priority – the big question however is who or what business function can drive this best?
  51. 51. © 2013 SAP AG. All rights reserved. 52 THE EVIDENCE – CONSUMERS LEARN ABOUT THEIR BUYING POWER
  52. 52. © 2013 SAP AG. All rights reserved. 53 THE EVIDENCE – PRICE CONFUSION MAY BE A THING OF THE PAST?
  53. 53. © 2013 SAP AG. All rights reserved. 54 THE EVIDENCE – CUSTOMERS & MARKETS ARE FRAGMENTING FASTER – DO WE UNDERSTAND THEM?
  54. 54. © 2013 SAP AG. All rights reserved. 55 THE EVIDENCE – CUSTOMERS & MARKETS ARE FRAGMENTING FASTER – DO WE UNDERSTAND THEM? AS MARKETS FRAGMENT = INDIVIDUALS DEMANDS BECOME MORE DOMINANT?
  55. 55. © 2013 SAP AG. All rights reserved. 56 THE EVIDENCE – SUPPLY CHAIN EFFICIENCY NOW OF THE UTMOST URGENCY ROBOT PICKING
  56. 56. © 2013 SAP AG. All rights reserved. 57 THE EVIDENCE – SUPPLY CHAIN EFFICIENCY NOW OF THE UTMOST URGENCY IMPROVING DELIVERY EFFICIENCY - A CONTINUOUS PROCESS
  57. 57. © 2013 SAP AG. All rights reserved. 58 THE EVIDENCE – BIG DATA – IS GETTING BIGGER
  58. 58. © 2013 SAP AG. All rights reserved. 59 THE EVIDENCE – BIG DATA – THE DATA DELUGE?
  59. 59. © 2013 SAP AG. All rights reserved. 60 6 How will the Consumer use “The Internet of Everything”?
  60. 60. © 2013 SAP AG. All rights reserved. 61 “The Internet of Everything” MY BEST DEFINITION “A totally connected Internet driven world; where a majority of people, processes, data and things will be seamlessly linked together by IT – in an endeavour to enable humankind to succeed, survive, add value, and deliver greater optimisation with efficiency. The key aim will be to improve society’s well being and enable it to live in a sustainable and equitable way, to the benefit of all the world’s citizens without harming or exhausting our environment”.
  61. 61. © 2013 SAP AG. All rights reserved. 62 On the assumption it will arrive – most consumers/society will clearly use it to 1.Take care of the their loved ones 2.Maximise/optimise their economic, natural and personal resources 3.(Hopefully) consume more logically 4.Educate themselves, families and friends better about all aspects of life 5.Seek pleasure and relaxation 6.Prolong and strengthen life and well being 7.Develop, sustain and cherish relationships
  62. 62. © 2013 SAP AG. All rights reserved. 63 The implications for retailers & wholesalers? Consumption patterns may therefore become more •Logical •Controlled •Fulfilling •Value adding •Exciting •Variable •Less predictable •Complex Therefore more difficult to understand
  63. 63. © 2013 SAP AG. All rights reserved. 64 The Potential Impact of all these factors on Turkish Retailing •Increasing foreign competition is now the way of the world – Turkish retailers must use their local knowledge and strong existing infrastructure to maintain their market share N.B. Both Benetton & Inditex have small market shares in UK and C&A gave up and withdrew! •Controlling and understanding fast changing fashion trends and demands at both micro and macro level will the best weapon of defence against competitors – Online shopping in geographically large countries has huge potential – easy to be first N.b. Zara online shop in China – possibly H&M soon? •As the middle classes grow and spread across Turkey – this will the most important phase for Turkish retailers to gain the “First Mover” •All over the world – fashion retailers are all starting to look hard again at home produced product – rather than depending on imports from abroad – esp. China & India – This is where Turkey can score highly in the area of Fast Fashion with its own textile and garment industries – speed is becoming more important than price
  64. 64. THE LAST WORD The key to surviving and thriving as the world comes into recovery mode, will be to have clear understanding of your markets and customers + sound IT& systems + the application of the best available intelligence FASTER CHANGE IS THE ONLY GUARANTEE!
  65. 65. Teşekkürler!

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