Table of Content

Luxury Goods in Turkey
Euromonitor International
January 2020

LIST OF CONTENTS AND TABLES

Executive Summary
Despite A Decline in Growth, the Increase in Tourism, the Rise of Men’s Apparel and the Opening of New Luxury Stores, Positively Benefited Luxury Goods
the Growing Health and Wellness Trend, Customisation and A Desire for Co-ordinated Outfits Shapes Luxury Offerings
Luxury Car Players Led the Landscape, As Competitors Launch Limited-edition Products To Gain Value Share
Store-based Retailing Remains the Dominant Distribution Channel, However, Internet Purchases Are on the Rise
Growth Is Predicted To Increase Over the Forecast Period, Driven by Women in the Workforce and Growth of Luxury Cars
Market Indicators
Table 1 Number of High Net Worth Individuals (HNWI): 2014-2019
Market Data
Table 2 Sales of Luxury Goods by Category: Value 2014-2019
Table 3 Sales of Luxury Goods by Category: % Value Growth 2014-2019
Table 4 Inbound Receipts for Luxury Goods by Country of Origin: Value 2014-2019
Table 5 NBO Company Shares of Luxury Goods: % Value 2014-2018
Table 6 LBN Brand Shares of Luxury Goods: % Value 2015-2018
Table 7 Distribution of Luxury Goods by Format and Category: % Value 2019
Table 8 Forecast Sales of Luxury Goods by Category: Value 2019-2024
Table 9 Forecast Sales of Luxury Goods by Category: % Value Growth 2019-2024
Sources
Summary 1 Research Sources
Headlines
Prospects
An Increase in Spending on Experiences Rather Than Products Drives Growth
Several International Luxury Restaurants Fail in the Landscape, With High Rents and Poor Location Choices Seeing Many Close Their Doors
the Growing Health and Wellness Trend Shapes the Landscape, As Players Respond To Consumers Health Demands
Competitive Landscape
Luxury Hotels Continue To Open in Turkey As Four Seasons Expands
the Luxury Collection Opens A Hotel in Izmir, the Third of Its Kind in the Country
Businessman Tayfun Topal Offers Italian Cuisine Through Luxury Restaurant, Galvin
Category Data
Table 10 Sales of Experiential Luxury by Category: Value 2014-2019
Table 11 Sales of Experiential Luxury by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Experiential Luxury: % Value 2014-2018
Table 13 LBN Brand Shares of Experiential Luxury: % Value 2015-2018
Table 14 Forecast Sales of Experiential Luxury by Category: Value 2019-2024
Table 15 Forecast Sales of Experiential Luxury by Category: % Value Growth 2019-2024
Headlines
Prospects
Tourism Drives Growth in Luxury Hotels, As Istanbul’s New Airport Boosts Tourism
Marketing and Promotional Activities Drive Sales While Focusing on New Source Countries
Six Senses Renovate Historic Mansions To Create A Luxury Hotel in the Bosphorus
Competitive Landscape
Competition Remains Fragmented in Luxury Hotels, But Dogus Holding As Retains Its Lead
Kuzu Group’s Hotel Seapearl Atak?y Offers A Luxury Experience for Over 700 Residents in Istanbul
Titanic Group Add A Fifteenth Hotel As They Plan A New Luxury Facility for 2022
Category Data
Table 16 Sales in Luxury Hotels: Value 2014-2019
Table 17 Sales in Luxury Hotels: % Value Growth 2014-2019
Table 18 Sales in Luxury Hotels by Country of Origin: % Value 2014-2019
Table 19 NBO Company Shares in Luxury Hotels: % Value 2014-2018
Table 20 LBN Brand Shares in Luxury Hotels: % Value 2015-2018
Table 21 Forecast Sales in Luxury Hotels: Value 2019-2024
Table 22 Forecast Sales in Luxury Hotels: % Value Growth 2019-2024
Headlines
Prospects
Excise Taxes Hamper Sales, Whereas An Increase in Tourism Boosts Growth
Higher Unit Prices Drive Value Growth, But Threaten Sales Over the Forecast Period
Manufacturers Focus on Higher Quality Products As Consumers Demand Single Malt Whiskies and Gin
Competitive Landscape
Fine Wines/champagne and Spirits Remains A Fragmented Landscape, As Players Offer Limited Edition Bottles in An Attempt To Cut-through
As Advertisements for Alcoholic Drinks Are Banned in Turkey, Players Focus on Their International Websites To Boost Awareness
Consumers Purchase Fine Wines/champagne and Spirits in Duty-free Shops Or Abroad, To Avoid Paying High Amounts of Tax
Category Data
Table 23 Sales of Fine Wines/Champagne and Spirits by Category: Value 2014-2019
Table 24 Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2014-2019
Table 25 NBO Company Shares of Fine Wines/Champagne and Spirits: % Value 2014-2018
Table 26 LBN Brand Shares of Fine Wines/Champagne and Spirits: % Value 2015-2018
Table 27 Distribution of Fine Wines/Champagne and Spirits by Format: % Value 2014-2019
Table 28 Forecast Sales of Fine Wines/Champagne and Spirits by Category: Value 2019-2024
Table 29 Forecast Sales of Fine Wines/Champagne and Spirits by Category: % Value Growth 2019-2024
Headlines
Prospects
Growth Decreases As the Exchange Rate Rises, Making Luxury Cars More Expensive for Consumers
Luxury Car Models Boost Sales and Interest in Hybrid Cars, While Suvs Are A Success in Turkey
Luxury Car Makers Continue To Expand Their Operations in Turkey
Competitive Landscape
Mercedes-benz Leads Luxury Cars, As the Mercedes Benz-e Model Performs Well in 2019
New Retail Concepts Are Used To Push Awareness and Value Sales of Luxury Cars
Second-hand Luxury Cars Continue To Be A Threat To the Value Sales and Growth of Luxury Cars
Category Data
Table 30 Sales of Premium and Luxury Cars: Value 2014-2019
Table 31 Sales of Premium and Luxury Cars: % Value Growth 2014-2019
Table 32 NBO Company Shares of Premium and Luxury Cars: % Value 2014-2018
Table 33 LBN Brand Shares of Premium and Luxury Cars: % Value 2015-2018
Table 34 Forecast Sales of Premium and Luxury Cars: Value 2019-2024
Table 35 Forecast Sales of Premium and Luxury Cars: % Value Growth 2019-2024
Headlines
Prospects
Younger Consumers and Digital Strategies Drive the Growth of Personal Luxury
Foreign Tourists Boost Value Sales of Personal Luxury As They Take Advantage of the Lower Price-points
Economic Downturn Is A Potential Threat To the Growth of Personal Luxury Goods
Competitive Landscape
Boyner Holding As and Investment Firm Mayhoola Terminate Their Partnership and Share Boyner Retail’s Existing Portfolio
Leading Personal Luxury Players To Benefit From the Opening of New Outlets Across Turkey
the Fierce Competitive Landscape Encourages Several Players To Offer Discounts To Consumers
Category Data
Table 36 Sales of Personal Luxury by Category: Value 2014-2019
Table 37 Sales of Personal Luxury by Category: % Value Growth 2014-2019
Table 38 NBO Company Shares of Personal Luxury: % Value 2014-2018
Table 39 LBN Brand Shares of Personal Luxury: % Value 2015-2018
Table 40 Distribution of Personal Luxury by Format: % Value 2014-2019
Table 41 Forecast Sales of Personal Luxury by Category: Value 2019-2024
Table 42 Forecast Sales of Personal Luxury by Category: % Value Growth 2019-2024
Headlines
Prospects
Turkey Manufactures Apparel, and Also Offers A Host of Local Designers
Designers Collaborate With Both High-street and Luxury Offerings, Boosting Value Sales Through Innovative Ranges
Designer Goods for Men Drive Growth, and the Health and Wellness Trend Boosts Value Sales in Luxury Athleisure
Competitive Landscape
Several New Luxury Stores Opened Inside the New Istanbul Airport
Balmain and Eleventy Open Their First Stores in Turkey, Offering Luxury Items To Consumers
Advertising and Promotional Tools Include Social Media Campaigns and Event Sponsorship
Category Data
Table 43 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2014-2019
Table 44 Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2014-2018
Table 46 LBN Brand Shares of Designer Apparel and Footwear (Ready-to-Wear): % Value 2015-2018
Table 47 Distribution of Designer Apparel and Footwear (Ready-to-Wear) by Format: % Value 2014-2019
Table 48 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: Value 2019-2024
Table 49 Forecast Sales of Designer Apparel and Footwear (Ready-to-Wear) by Category: % Value Growth 2019-2024
Headlines
Prospects
the Demand for Expensive Add-ons and Products Drives Up Value Sales of Luxury Eyewear
An Increasing Number of Consumers Are Using Sunglasses As An Accessory To Match Their Overall Outfits, Boosting Value Sales
Optical Shops Remain the Leading Distribution Channel However Internet Sales Are on the Rise
Competitive Landscape
Luxottica G?zl?k End Ve Tic As Retains Its Lead in Luxury Eyewear, As It Confirms Its Merger With Essilor
Counterfeit Products Are A Major Threat, Especially When It Comes To Luxury Sunglasses
Elie Saab Becomes Available in Turkey, Offering Both Luxury Specialist Frames and Luxury Sunglasses
Category Data
Table 50 Sales of Luxury Eyewear by Category: Value 2014-2019
Table 51 Sales of Luxury Eyewear by Category: % Value Growth 2014-2019
Table 52 NBO Company Shares of Luxury Eyewear: % Value 2014-2018
Table 53 LBN Brand Shares of Luxury Eyewear: % Value 2015-2018
Table 54 Distribution of Luxury Eyewear by Format: % Value 2014-2019
Table 55 Forecast Sales of Luxury Eyewear by Category: Value 2019-2024
Table 56 Forecast Sales of Luxury Eyewear by Category: % Value Growth 2019-2024
Headlines
Prospects
Affordable Luxury Drives Growth, Especially in Time of Economic Hardship
Luxury Costume Jewellery Continues To Outperform Luxury Fine Jewellery
Players Appeal To Younger Consumers Through Showcasing Their Ethical Credentials
Competitive Landscape
Domestic Luxury Jewellery Players Benefit From Widespread Availability and Offering Quality Products
New Ranges From Cartier and Swarovski, With Unexpected Materials and Unique Positions
Competitors Focus on Ethical Issues To Gain Value Sales and Consumer Trust
Category Data
Table 57 Sales of Luxury Jewellery by Category: Value 2014-2019
Table 58 Sales of Luxury Jewellery by Category: % Value Growth 2014-2019
Table 59 NBO Company Shares of Luxury Jewellery: % Value 2014-2018
Table 60 LBN Brand Shares of Luxury Jewellery: % Value 2015-2018
Table 61 Distribution of Luxury Jewellery by Format: % Value 2014-2019
Table 62 Forecast Sales of Luxury Jewellery by Category: Value 2019-2024
Table 63 Forecast Sales of Luxury Jewellery by Category: % Value Growth 2019-2024
Headlines
Prospects
Women’s Luxury Bags and Small Leather Goods Continues To Perform Particularly Well, As More Turkish Women Enter the Workforce
Luxury Travel Goods Recorded the Most Growth in 2019 As Consumers Prefer Larger Travel Bags Than Check-in Baggage
Foreign Tourists Increase Sales of Luxury Leather As Prices Are Much Lower Than in Europe
Competitive Landscape
the Opening of Luxury Stores Boosts Value Sales of Luxury Leather Goods in 2019
Counterfeit Bags and Luggage Are A Threat To the Value Sales of Luxury Leather Goods
Boyner Holdings and Mayhoola Terminate Their Financial Partnership and Share Boyner Retail’s Existing Company Portfolio
Category Data
Table 64 Sales of Luxury Leather Goods: Value 2014-2019
Table 65 Sales of Luxury Leather Goods: % Value Growth 2014-2019
Table 66 NBO Company Shares of Luxury Leather Goods: % Value 2014-2018
Table 67 LBN Brand Shares of Luxury Leather Goods: % Value 2015-2018
Table 68 Distribution of Luxury Leather Goods by Format: % Value 2014-2019
Table 69 Forecast Sales of Luxury Leather Goods: Value 2019-2024
Table 70 Forecast Sales of Luxury Leather Goods: % Value Growth 2019-2024
Headlines
Prospects
Luxury Watchmakers Launch Luxury Wearables To Remain Relevant in the Landscape
Wealthy Tourists Buy A Significant Share of Luxury Mobile Phones Sold in Turkey
Luxury Wearables Continues To Evolve Into Fashionable Accessories
Competitive Landscape
Louis Vuitton Smartwatch Gets An Upgrade As Its Powered by Qualcomm’s Newest Wearable Chip
Tag Heuer International Led Luxury Portable Consumer Electronics, Thanks To Strong Marketing Campaigns and Wide Availability
Following Its Tag Heuer Connected Modular 45 App for Golfers, Tag Heuer Is Set To Launch Its Next Innovation in 2020
Category Data
Table 71 Sales of Luxury Portable Consumer Electronics by Category: Value 2014-2019
Table 72 Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2014-2019
Table 73 NBO Company Shares of Luxury Portable Consumer Electronics: % Value 2014-2018
Table 74 LBN Brand Shares of Luxury Portable Consumer Electronics: % Value 2015-2018
Table 75 Distribution of Luxury Portable Consumer Electronics by Format: % Value 2014-2019
Table 76 Forecast Sales of Luxury Portable Consumer Electronics by Category: Value 2019-2024
Table 77 Forecast Sales of Luxury Portable Consumer Electronics by Category: % Value Growth 2019-2024
Headlines
Prospects
the Rise of Affordable Luxury Boosts Value Sales of Luxury Timepieces
Players Attract Millennials Through Social Media Strategies That Partner With Influencers and Bloggers
the Rise of Unit Prices Lead To Heightened Value Sales and Increased Growth
Competitive Landscape
New Launches in 2019 Include Unconventional Designs, Innovation and Personalisation
Luxury Players Focus on Their Heritage As They Tempt Consumers With Limited-edition Offerings
Sportspeople Wear Luxury Timepieces As Players Pay High Sums To Have Their Products Promoted
Category Data
Table 78 Sales of Luxury Timepieces by Category: Value 2014-2019
Table 79 Sales of Luxury Timepieces by Category: % Value Growth 2014-2019
Table 80 NBO Company Shares of Luxury Timepieces: % Value 2014-2018
Table 81 LBN Brand Shares of Luxury Timepieces: % Value 2015-2018
Table 82 Distribution of Luxury Timepieces by Format: % Value 2014-2019
Table 83 Forecast Sales of Luxury Timepieces by Category: Value 2019-2024
Table 84 Forecast Sales of Luxury Timepieces by Category: % Value Growth 2019-2024
Headlines
Prospects
Luxury Players Increase the Desire for Their Products Through Using Diamond, Gold and Platinum Features
Customisation and Personalisation Are Key Trends That Drive Sales in 2019
the Heavy Usage of Electronic Devices Such As Smartphones, Threatens Growth
Competitive Landscape
Montblanc Retained Its Lead in Luxury Writing Instruments and Stationary, Benefiting From A Strong Heritage, Reputation and Consumer Awareness
There Is A Rising Popularity of Limited Edition Writing Instruments As Montblanc Continued Offering Their Writer’s Edition
New Launches From the Leading Player As Montblanc Offers Disney and the Little Prince Themed Pens
Category Data
Table 85 Sales of Luxury Writing Instruments and Stationery: Value 2014-2019
Table 86 Sales of Luxury Writing Instruments and Stationery: % Value Growth 2014-2019
Table 87 NBO Company Shares of Luxury Writing Instruments and Stationery: % Value 2014-2018
Table 88 LBN Brand Shares of Luxury Writing Instruments and Stationery: % Value 2015-2018
Table 89 Distribution of Luxury Writing Instruments and Stationery by Format: % Value 2014-2019
Table 90 Forecast Sales of Luxury Writing Instruments and Stationery: Value 2019-2024
Table 91 Forecast Sales of Luxury Writing Instruments and Stationery: % Value Growth 2019-2024
Headlines
Prospects
A Decrease in Value Sales From Domestic Customers was Offset by An Increase in Sales From Tourists
Players Focus on Eco-friendly Credentials To Respond To the Demand of Consumers
Luxury Cosmetic Players Keep Costs Affordable To Retain Consumers
Competitive Landscape
L’Or?al Groupe Avoids Passing on Costs To Consumers, in Favour of Maintaining High Levels of Value Sales
Boyner Ran A Cosmetic Campaign, Offerings High Discounts and Promotions on Well-known Luxury Players
Digital Promotion and E-commerce Is on the Rise, However, Online Counterfeit Items Are A Threat To Sales
Category Data
Table 92 Sales of Super Premium Beauty and Personal Care by Category: Value 2014-2019
Table 93 Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 94 NBO Company Shares of Super Premium Beauty and Personal Care: % Value 2014-2018
Table 95 LBN Brand Shares of Super Premium Beauty and Personal Care: % Value 2015-2018
Table 96 Distribution of Super Premium Beauty and Personal Care by Format: % Value 2014-2019
Table 97 Forecast Sales of Super Premium Beauty and Personal Care by Category: Value 2019-2024
Table 98 Forecast Sales of Super Premium Beauty and Personal Care by Category: % Value Growth 2019-2024