Turkish consumers spent $28.3 billion on clothing in 2017, or $349 per person. Despite current economic issues, clothing spending is expected to grow 91% by 2030, outpacing population growth. Seize opportunities in this expanding market with clothing made from natural fibers and investment in online shopping resources.
HOW THEY SHOP
Turkish consumers have a growing interest in shopping online. Over two-thirds (69%) have used the internet to browse or buy clothing, but with just 58% of the population using the internet regularly (weekly or more)¹ lack of internet access stops many from shopping online. Researching clothing (75%) and comparing prices (42%) are the top uses of the internet for shopping, as consumers gather inspiration in person from other people (80%) and prefer to make purchases in-store. Invest in online resources to provide ready information to help plan in-store shopping trips.
WHAT THEY SHOP
Turkish consumers look for casual clothing that provides ﬁt, comfort, durability, and quality. Three-quarters will pay more for quality, up from 55% just four years ago. Natural fibers are important to Turkish consumers, as over two in three prefer cotton-rich fabrics for their most-worn clothing, and many prefer natural fibers such as cotton, silk, and linen for dress shirts, pants, and pajamas. Promote natural and cotton-rich fabrics with the comfort, durability, quality, and ﬁt Turkish consumers seek.
As Turkey has modernized, its fertility rate has seen a sharp decrease for 5.8 births per woman in 1967 to 2.1 births in 2017. Increased educational and career opportunities for Turkish women has led many – particularly those in urban areas – to delay or forego parenthood, such that one-third (32%) of Turkish households do not include children. Despite fertility declines, 27% of Turkey’s population is under 15, higher than E.U. and U.S. proportions³, indicating that children remain a strong presence in Turkish society and in the lives many consumers in these child-free households These consumers are much more optimistic about their finances and are more likely to love or enjoy clothes shopping. Target this growing consumer base with performance clothing made with high quality, natural fibers such as cotton.
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000 consumers in 10 countries) were surveyed. External Source: ¹Euromonitor International, ²Turkish Statistical Institute, ³World Bank.