The Market. The Fabrika label is a creation of the Alt›ny›ld›z. Mensucat ve
Konfeksiyon Fabrikalar› Inc. and it is manufactured under Turkey's leading ready-
wear.
The Market The Fabrika label is a creation of the Alt›ny›ld›z Mensucat ve Konfeksiyon Fabrikalar› Inc. and it is manufactured under Turkey’s leading ready-wear clothing company, Boyner Holding. Fabrika has a wide target group, consisting of young people between the ages of 18 and 30, giving it, of course, a great sales potential. The difference between Fabrika and other brands aiming at the same age group is that Fabrika meets both casual and business clothing needs.
Achievements Alt›ny›ld›z was established in 1952 and it has become a leader in Turkish textile sector. In 1999, it ventured into the ready-made clothing and retail sectors, doing what very few textile companies have dared to do – integrating vertically. Fabrika, which was launched in 2000 with the experience and support of Alt›ny›ld›z’s powerful infrastructure, has become a brand that offers quality products at affordable prices. Fabrika is a label that reflects lifestyle trends, offering clothing for both work and the weekend. Since 2000, when the company launched its first collection, Fabrika has increased product diversity by 60%. Its wide-ranging choice of products has enabled the company to acquire a significant position in the sector. In 2000, Fabrika had three sales outlets covering an area of 700 m2. By 2005, this had risen to 34 stores in a total of 6,100 m2 and two international stores. Since its establishment, the company’s turnover has increased 224 % – no small achievement for a business of this kind.
History Fabrika was created by Alt›ny›ld›z in 1952 and now it’s the second biggest ready-wear clothing label (the first being NetWork). Alt›ny›ld›z has started exporting textile in 1956 and and its high quality products has made Alt›ny›ld›z a popular brand that is much in demand. Subsequent innovations, such as its efforts to raise quality and the leadership it has shown in the sector, have played a significant role in the Alt›ny›ld›z’s success, so now the company’s influence is international as well as domestic. Alt›ny›ld›z set up its first ready-wear unit in 68
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1971, opened to public share trading in 1991 and gained ISO 9001 Quality certification in 1992. In 1996, the Australian Super Fine Wool Growers Association welcomed it as a member. To keep in touch with international market developments and to monitor customer demand more closely, Alt›ny›ld›z founded Alticom in Germany in 1993 and the Alt›ny›ld›z Corporation in New York in 1999. The company currently exports to about 20 countries. Alt›ny›ld›z’s international collaboration supports its developmental efforts. For instance, in 1995, it signed consultancy and technological cooperation agreement with the Italian group Forall and, in 1997, with Emenegildo Zegna. Under these agreements, product quality and product flow have been revamped using modern technology and methods. In addition to creating its own labels, Alt›ny›ld›z manufactures ready-wear clothing for many companies at home and abroad. Soon after making the decision to move into retailing, having first made a name for itself in textiles and ready-wear clothing, Alt›ny›ld›z introduced its men’s collection. Then the company created the NetWork label in September 1999 to meet the needs of working women. This range was designed for comfort in work settings and in a woman’s daily life. Alt›ny›ld›z’s successes in retailing, with NetWork label, encouraged it to create a readywear clothing brand for young people, that would provide them, quality and affordability. Having the infrastructure to get affordable products to the market, rapidly contributed to the launch of the Fabrika Alt›ny›ld›z label in November 2000. Fabrika gave importance to establishing a broad network of distributors domestically, particularly in Anatolia. Its first step was to open three concept stores in 2000 – two in ‹stanbul (one at the Carousel and another at the Capitol malls) and one in Maviflehir, ‹zmir.
Product Fabrika exudes positive energy by taking a direction that reflects the dynamism of the young Turkish population.
Accordingly, it prepared a collection for 18-30 year olds, which includes university students and graduates who are taking their first steps in their careers. Designed with the active man and woman in mind, the clothing in the Fabrika collections fit every day of the week without exception. Fabrika’s main collection, which derives its strength from sound production techniques, a powerful brand consciousness and rich design, includes fabrics manufactured using Formula 1 technology – a first in Turkey and only possible with significant investment by Alt›ny›ld›z. Fabric made with Formula 1 technology is stretchy, shiny and sturdy. It does not wrinkle and so does not require ironing. It is water resistant but can be washed. Using a ‘mix and match’ concept, Fabrika makes the clothing in its collections such that they can be used interchangeably with one another. These collections include a wide range of suits, skirts, jackets, trousers, evening gowns, shirts, cotton wear, knitwear, ties, coats, belts, shoes, handbags and accessories. For each season, Fabrika creates a ‘business’ collection (comprised mostly
of suits) and a ‘trendy and casual’ collection that offers practical and functional everyday wear. Colourful shirts, knitwear, cotton wear and ties complement the business collection’s suits. Among the essentials in Fabrika’s casual collection are jeans, cargo pants, printed t-shirts, printed shirts, leather and washable coats. Fabrika also has theme products in its collection. For example, on Mother’s Day and Valentine’s Day it offers distinctive and creative gift selections. Reflecting its understanding everyday life, the company came up with t-shirts signed by the Turkish National Basketball Team, which competed in the 2001 World Championship. Similarly, in 2002 the company prepared printed t-shirts printed with Turkey and other products in support of Turkey’s national soccer team, which competed in the Federation Internationale de Football (FIFA) World Cup in that year.
Recent Developments Fabrika follows a growth strategy that is domestic market oriented. As of 2005, the company had 34 stores and 32 ‘corner’ sales outlets. It is planning to expand its chain of stores. Fabrika opened its first store in Europe in 2003 in Kiev. It subsequently opened two more: one in Prague and the other in Nicosia. With its special collection and quality, the Fabrika brand has attracted the attention of foreign investors. Because of this interest, it is working on a partnership project to set up a chain of stores in the United Arab Emirates, Lebanon, Egypt, Bahrain, Kuwait, Jordan, Qatar, Amman and Saudi Arabia.
Promotion Fabrika tries to live up to the image that it has painted for itself as a ‘productive, social and dynamic’ brand. The spirit of ‘fair-play’ in brand promotion is important to the company. It does everything possible to see that Fabrika’s vivacious, fresh and energetic pace is reflected in all that it does, from what is displayed in store windows to what is represented in advertisements. Twice a year, Fabrika issues a catalogue containing the season’s trends. The products specifically chosen for the catalogues reflect the company’s dynamic structure. The photo shoots are usually done with 3 or 4 models wearing
Fabrika clothing and they are photographed by a team of Turkish and and international professional photographers. Fabrika strengthens its communication with customers through Plasma TVs placed in stores and in shop windows. Videos containing behind the scenes images of the season’s photo sessions that contribute to establishing a natural and sincere bond with customers. Moreover, by using music and extreme sports videos, Fabrika reflects its fun-loving and active attitude. Fabrika, a lifestyle brand, uses outdoor advertising, particularly billboards, to reach an even broader audience. It is the first company in Turkey to use liquid over polycarbon for billboard posters rather than less durable traditional materials. Fabrika advertises in newspapers and magazines. It generally uses newspapers for seasonal and promotional campaign advertising and magazines for image advertising. The company sponsors many cultural and social activities. For example, in 2000 it was the main sponsor of the Turkish performance by the British group Trash, promising of newcomers who have a strong European following. Trash consists of ten tap dancers and percussionists using sticks, bottles, shoeboxes and kitchen appliances as instruments. Sponsorship of this performance emphasized Fabrika’s commitment to innovation. Between 2001 and 2003, Fabrika provided the uniforms for the management and players of the Turkish National Basketball team, which came second in the 2002 World Championships. In addition, the company sponsored individual basketball players who successfully represented Turkey internationally – Hidayet Türko¤lu, Mirsad Türkcan, and Gülflah Akkaya. Its sponsorship of the 2001 International Enka Men’s Open Tennis Tournament, held by the Enka Sports Club, and the Multu Cup 2001, held by the Safari Motorsports Racing School and in which Nurettin Hasman competed, reflect Fabrika’s active and dynamic spirit. Fabrika placed emphasis on the importance it gives to the development of youth and education by becoming the main sponsor of the 5th International Student Congress, which had advertising as its theme, held at Bo¤aziçi University in 2002. It also sponsored the Mayfest-May Festival organized by Bilgi University in 2003.
As part of its 2004 sponsorship of the Yonja Gathering organization, yonja.com, one of the most popular friendship sites on the internet, Fabrika helped to bring one of the most established and respected New York musical groups, World Inferno Friendship Society, to Turkey.
Brand Values Fabrika’s goal is to make life easier for people. It has been successful in positioning itself as a label that is ‘productive, active and dynamic’ and as a brand of the ‘young and the young at heart’. Fabrika instils a sense of trust in people, before and after sales, due to the quality of its products, its strong brand consciousness and rich designs. Fabrika has created men’s and women’s collections that are open to various lifestyle trends, daring, have a sense of community and is overall sensitive to how people live. Fabrika mediates global fashion trends through its unique identity, continually renewing itself along the way. Energetic and positive in orientation, the brand is preferred by men and women who behave naturally, simply and in a way akin to brand’s ethos.
www.fabrika-altinyildiz.com THINGS YOU DIDN’T KNOW ABOUT
Fabrika In contrast to its competitors in the young people’s clothing market, Fabrika offers casual and work wear. Between 2000 and 2005, product diversity in Fabrika’s collection increased by 60%. Fabrika was the first brand to use year-round billboard advertising, which company’s generally use only for short-term advertising. Turkish basketball player Hidayet Türko¤lu, who plays for Orlando Magic, modelled for Fabrika’s 2002-2003 Fall/Winter collection.
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