*LC Waikiki, a leading apparel brand in Turkey, now adds to its stores a new brand for home textiles.
Known as a major apparel brand LC Waikiki decided to sell home textile products in its wide network of retail stores. Collection and Buying Manager of the brand Ummuhan San says that they have special products for every age groups and sex. She informed us about their new move and the collection they prepared under Disney license for Car movie.
How was born LCW Home brand? Was there any gap in home textiles field or did you want to reflect your energy in this segment as well?
Both reasons are valid for our decision. We are a family brand working under the motto of “Everybody deserves to dress well” to respond to all their needs of family members. We have been receiving demand for home textiles besides their other needs for some time. In short, our customer demanded and we responded.
What products are covered in this line? Are all products made in your facilities?
Mainly, the category covers all spaces from kitchen to bath and to living rooms. Since the brand is so new, it now covers more than 400 varieties. All are aimed to certain age groups, adults, kids and babies, every item for bedrooms are in the line, including bed linens, blankets, pillows, quilts, etc.
For bathrooms, there are bathrobes, towels, and slippers. Floor mats and carpets for halls; pillow case, candles, odors and cologne are for decorations. In kitchen group are table cloth, place mats, gloves and accessories.
While planning the collection and the categories we started with this question: what are their needs? All of the products are produced in Turkey. We emphasize on domestic production because Turkey has a great power and potential in this field, a deep experience, an experienced suppliers base. We did not want to spend our capital in other countries. Every item sold in LC Waikiki stores under Home brand are 100 % made in Turkey.
Health is a major consideration in the materials and in the products. What are your priorities and sensitivities in this regard?
LC Waikiki brand have made all of the products produced under strict rules for health and safety. We have test laboratories in Turkey, China and Bangladesh where all products are tested. Besides, extra safety is observed for kids and baby products. We have delicate safety measures, such as the distance between buttons of bed linens for safety of the baby. They should not allow the passage of baby’s head in it. Besides, products should not have any hazardous accessories yarns, or beads that might be swollen.
How many stores do you have in abroad, in which regions and what are your targets?
Presently we have 786 stores in the country and abroad. LCW Home products are located as corners in 56 domestic LC Waikiki stores and in 14 countries. Kazakhstan was the first market we entered, followed by East European countries, Rumania, Bulgaria, Kosova, Serbia, Poland, Azerbaijan and Iran. We aimed to present Home brand at all stores of LCW.
Do you keep the same scheme all other stores, or you will develop a separate store concept?
Actually, both ways are in their experimental phase. We want to use present traffic of customers, because we have large scale of loyal customers. We thought that this strategy is right and we were right. We opened an experimental store in Eminonu unit. We will decide on our way upon the results of this study.
What were the responses of customers?
At the beginning they were shocked. There was no promotion, or media activity in the launch of the brand. From the first sales in 1 September 2016, a group of loyal customers was accumulated for Home brand. They are happy, and respond positively. We offered women an additional shopping space following their apparel shopping.
How do you follow trends?
All of our designs are developed by our design team. Besides this team of designers, we have special designers who work on graphic and motifs for Home brand products. As a global firm, we need to know what happens in the world. Watching domestic trends only is not sufficient. We participate in certain fairs and keep watching digital platforms.
What do you want to add more?
We have categories such as cologne, room and auto perfumes, etc. in home cosmetics field. All these products have passed the serious tests and are made 100 % in Turkey. We deal with several major suppliers, who test all products for chemical safety and their effects on health.
We signed a deal for Disney characters; they are liked by the customers. In June, Cars movie was in the vision. We have prepared a special commercial in line with this movie that is now running to promote our Home line.
