Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
ACTUAL NUMBERS 
SPORTS APPAREL & ACCESSORIES 
RETAILING 
BY OMER SABRI ERDEM 
MAY 2013
TURKISH TOTAL RETAIL MARKET 
450 
400 
350 
300 
250 
200 
150 
100 
50 
0 
2011 2012 2015 
Billion US Dollars 
302 Billio...
SHARE OF NON-FOOD RETAIL 
48% 52% 
Food 
Non-food 
Source: Research of Trade Council of Shopping Malls & Retailers
SPORTS RETAILING STRUCTURE 
- Adidas 
- Columbia 
- Converse 
- Jack Wolfskin 
- New Balance 
- Nike 
- Puma 
- Reebok 
- ...
SPORTS RETAILING MARKET 
• In Turkey, sports retail operation is usually Mono 
Brand where it’s normally multi-brand abroa...
SPORTS RETAILING MARKET 
• Big portion of turnover is Cozy Casual wear 
• Most requested sports product  SHOE 
– 40% of p...
MARKET SHARE OF BRANDS 
4% 4% 3% Adidas 
35% 
10% 
0% 
2% 
8% 
3% 31% 
Nike 
Converse 
Puma 
Columbia 
Jack Wolfksin 
Lott...
MARKET FIGURES 
1.5 
1 
0.5 
0 
700 million € 
2009 2012 
Billion Euro 
Source: * İş Private Equity – November 2012 
1,4 b...
MONO BRAND 
Brands Owned Partner Total 
47 117 164 
6 7 13 
3 0 3 
1 0 1 
21 0 21 
94 
11 
(9 outlets) 
105 
14 
(7 season...
MONO BRAND 
• ADIDAS Turkey 
– Operating its own stores (concept stores and outlets); has 
franchises; also has corners in...
LOCAL WEBSITES OF MONO BRANDS 
• Adidas: www.adidas.com.tr 
• Columbia: www.columbia.com.tr 
• Converse: www.converse.com....
MULTI BRAND 
LOCAL CHAINS INTERNATIONAL CHAINS 
* There are approximately 2.000 shops that 
can be classified as LOCAL STO...
MULTI BRAND 
• Inter Sport is an international brand and the largest operation in 
Turkey 
– Sells; Adidas, Nike, Converse...
ONLINE SALES OF LOCAL MULTI BRANDS 
• A Sports: www.asports.com.tr 
• Ayakkabi Dunyasi: www.ayakkabidunyasi.com.tr 
• Barc...
LOCAL WEBSITES OF INT’AL MULTI BRANDS 
• Decathlon: www.decathlon.com.tr 
• Deichmann: www.deichmann.com.tr 
• Foot Locker...
LOCAL WEBSITES OF DEPT. STORES 
• Boyner: www.boyner.com.tr 
• Cetinkaya: www.cetinkaya.com.tr 
• Ender: www.endermagazala...
CONTACT 
OMER S. ERDEM 
OMERSABRIERDEM@GMAIL.COM 
OMERSABRI@HOTMAIL.COM 
+90 – 532 – 2822120
Nächste SlideShare
Wird geladen in …5
×

Turkey_Sports Retail Market

2.144 Aufrufe

Veröffentlicht am

  • Loggen Sie sich ein, um Kommentare anzuzeigen.

  • Gehören Sie zu den Ersten, denen das gefällt!

Turkey_Sports Retail Market

  1. 1. ACTUAL NUMBERS SPORTS APPAREL & ACCESSORIES RETAILING BY OMER SABRI ERDEM MAY 2013
  2. 2. TURKISH TOTAL RETAIL MARKET 450 400 350 300 250 200 150 100 50 0 2011 2012 2015 Billion US Dollars 302 Billion $ 313 Billion $ 421 Billion $ Est. Source:
  3. 3. SHARE OF NON-FOOD RETAIL 48% 52% Food Non-food Source: Research of Trade Council of Shopping Malls & Retailers
  4. 4. SPORTS RETAILING STRUCTURE - Adidas - Columbia - Converse - Jack Wolfskin - New Balance - Nike - Puma - Reebok - Lotto - Lescon - North Face - Asports - Ayakkabi Dunyasi - Barcin - Dalkilic - Flo - Koray - Yali - Olgar (SPX) - Adventure Republic - Toksoz (Sportive) - Decathlon - Deichmann - Inter Sport - Foot Locker - Jump - Boyner - Cetinkaya - Ender - Huzur - Gencallar
  5. 5. SPORTS RETAILING MARKET • In Turkey, sports retail operation is usually Mono Brand where it’s normally multi-brand abroad • Average age in Turkey is 28.3 and there’s a good potential in sports retail – Investment cost  150K – 400K USD per location • Location is important; – Generally shopping malls – Crowded streets – Better if close to sports centers • Department stores are strong players • There are 2.000 local individual stores
  6. 6. SPORTS RETAILING MARKET • Big portion of turnover is Cozy Casual wear • Most requested sports product  SHOE – 40% of products sold in retail is sports shoes – 25% Textile – 25% Sports Equipment • Performance accessories weight is very little – Small part of consumers are interested in golf, skating, yachting, climbing, motorsports, surf, tennis & snowboard
  7. 7. MARKET SHARE OF BRANDS 4% 4% 3% Adidas 35% 10% 0% 2% 8% 3% 31% Nike Converse Puma Columbia Jack Wolfksin Lotto Lescon New Balance Reebok TOTAL INDUSTRY TURNOVER IN 2012 * 1,40 BILLION € Source: * İş Private Equity – November 2012
  8. 8. MARKET FIGURES 1.5 1 0.5 0 700 million € 2009 2012 Billion Euro Source: * İş Private Equity – November 2012 1,4 billion € Expenditure in Turkey 8 € / year / person 16 € / year / person Expenditure in Bulgaria 45 € / year / person Expenditure in Greece 65 € / year / person Expenditure in Austria 150 € / year / person Expenditure in Germany 180 € / year / person
  9. 9. MONO BRAND Brands Owned Partner Total 47 117 164 6 7 13 3 0 3 1 0 1 21 0 21 94 11 (9 outlets) 105 14 (7 season + 7 outlet) ? 14 9 12 21 2 3 5 22 12 34
  10. 10. MONO BRAND • ADIDAS Turkey – Operating its own stores (concept stores and outlets); has franchises; also has corners in multi-brand stores – Growth in double figures in recent 7 years – Also runs Reebok operation separately • NIKE & PUMA in Turkey – Cancelled its distributorship – Controls whole operation with local entity 100% owned by themselves • CONVERSE Turkey – Conteks is local distributor for 22 years – Sales in 2 channels: dealers & stores • Dealers sells to multi-brand stores • Stores by Asports (Alternative Sports Inc) which also sells Columbia brand
  11. 11. LOCAL WEBSITES OF MONO BRANDS • Adidas: www.adidas.com.tr • Columbia: www.columbia.com.tr • Converse: www.converse.com.tr • Jack Wolfskin: www.jack-wolfskin.com.tr • Nike: www.nike.com/tr/tr_tr/ • Puma: - • Reebok: www.reebok.com/tr-TR/ • Lotto: www.tr.lottosport.com • Lescon (Turkish): www.lescon.com.tr
  12. 12. MULTI BRAND LOCAL CHAINS INTERNATIONAL CHAINS * There are approximately 2.000 shops that can be classified as LOCAL STORES Source:Official Web Sites DEPARTMENT STORES Brands Owned Partner Total A Sports 23 15 38 Ayakkabi Dunyasi 40 0 40 Barcin 24 0 24 Dalkilic 7 0 7 Flo 147 0 147 Koray 18 0 18 Yali 44 0 44 Olgar 20 0 20 Adventure Republic 6 0 6 Toksoz 11 0 11 Brands Owned Partner Total Decathlon 5 0 5 Deichmann 79 0 79 Foot Locker 1 0 1 Inter Sport 15 0 15 Jump 4 24 28 Brands Owned Partner Total Boyner * 40 101 141 Cetinkaya 23 0 23 Ender 24 0 24 Huzur 7 0 7 Gencallar 8 0 8 * Boyner stores are counted as Boyner + Carsi + YKM after merger. - 9 sports stores
  13. 13. MULTI BRAND • Inter Sport is an international brand and the largest operation in Turkey – Sells; Adidas, Nike, Converse, Puma, O’Neill, Spyder, Elan, Head, Wilson, Arena, Daysee, Rucanor, Mckinley • Foot Locker sells 1.700 different models and 4.000 types of shoes • Jump operates in Turkey for 20+ years • Yali is mostly in western region of Turkey, 44 stores, 8.000+ m2, 8+ million visits per year • Barcin also operates in western region, 24 stores, 10.000+ m2, 7+ million visits per year • Olgar operates SPX stores, also sells Billabong, 2 million visits per year • Adventure Republic – Nature Sports & Alternative Activities; trekking, climbing, camping, rock climbing, – 25% share in outdoor market – Sells; Lafuma, Millet, Oxbow, Bridgedale, Jeantex, Five Ten, Rock Empire, Mountain Crew
  14. 14. ONLINE SALES OF LOCAL MULTI BRANDS • A Sports: www.asports.com.tr • Ayakkabi Dunyasi: www.ayakkabidunyasi.com.tr • Barcin: www.barcin.com • Dalkilic: www.dalkilicspor.com • Flo: www.flo.com.tr • Koray: www.korayspor.com • Yali: www.yalispor.com.tr • Olgar: www.spx.com.tr / www.spxshop.com • Adventure Republic: www.offshop.net • Toksoz: www.sportive.com.tr / www.spormarketim.com
  15. 15. LOCAL WEBSITES OF INT’AL MULTI BRANDS • Decathlon: www.decathlon.com.tr • Deichmann: www.deichmann.com.tr • Foot Locker: - • Inter Sport: www.intersport.com.tr • Jump: www.jump-turkey.com / shop.jump.com.tr
  16. 16. LOCAL WEBSITES OF DEPT. STORES • Boyner: www.boyner.com.tr • Cetinkaya: www.cetinkaya.com.tr • Ender: www.endermagazalari.com • Huzur: www.huzur.com.tr • Gencallar: www.gencallar.com.tr
  17. 17. CONTACT OMER S. ERDEM OMERSABRIERDEM@GMAIL.COM OMERSABRI@HOTMAIL.COM +90 – 532 – 2822120

×