Turkish fashion brands grow in the Russian market: Number rises to 24

The withdrawal of Western brands has increased the presence of Turkish fashion brands in the Russian market.

However, this growth also brings with it the necessity of adapting to local competition and market demands.

The Russian market has been undergoing a significant transformation in recent years.

Following the start of the conflict in Ukraine in 2022, most Western fashion retailers withdrew from Russia.

Filling this void, Turkish fashion brands began to rapidly expand their presence in the market.

INCREASED FROM 11 TO 24 IN 2 YEARS

According to data from Nikoliers, the number of Turkey-based fashion brands, which was 11 in 2022, rose to 24 in 2024.

This increase occurred primarily due to the aggressive expansion strategies of brands such as LC Waikiki, Colin’s, DeFacto, and Koton.

Several key factors lie behind the success of Turkish brands in Russia.

First and foremost, they managed to quickly fill the void created by the withdrawal of international brands.

LC Waikiki, for example, reached 37 points of sale by April 2024, taking over stores previously vacated by the Swedish retailer H&M in the process.

Similarly, Koton continued to grow by taking the place of the British retailer Marks & Spencer.

DEMAND FOR TURKISH FASHION PRODUCTS HAS INCREASED

Furthermore, the success of these brands has manifested not only in physical store openings but also on online platforms.

Demand for Turkish fashion products has increased on online marketplaces such as Ozon and Wildberries, and these brands have secured a significant position in online fashion retail in Russia.

However, this expansion also brings challenges.

Turkey's leading brands must cope with local competition to maintain their growth momentum in Russia.

Especially in an environment where local brands are growing rapidly, Turkish brands need to constantly review their products and strategies.

Irina Tsarkova from Nikoliers predicts that these brands will exhibit more cautious growth in the future.

Russian fashion retail has also shown growth during the same period.

NUMBER OF FOREIGN BRANDS HAS DECREASED

While there was a significant increase in the number of stores owned by local brands in 2023, the number of foreign brands decreased.

This situation shows that the competition faced by Turkish brands is increasing not only at the international level but also at the local level.

Conversely, some Turkish brands have had to withdraw from the Russian market, unable to withstand the intensity of the competition.

Brands such as Ipekyol and Twist were forced to close their stores just one year after opening.

This once again highlights the complexity of the Russian market and how careful a strategy Turkish brands must follow to be successful in this market.

WESTERN BRANDS WITHDREW, TURKISH BRANDS EXPANDED IN RUSSIA

The expansion of fashion brands from Turkey in Russia gained momentum with the withdrawal of Western brands. However, this expansion is taking place in an environment where local competition is intensifying and market demands are changing rapidly.

For Turkish brands to maintain their successful presence in Russia, they need to focus not only on store openings but also on product quality, marketing strategies, and their ability to adapt to local demands.

In this process, a careful growth strategy can ensure long-term success.

News Source: 12punto