Koton company plans to become a leader in the fast fashion segment in Russia
Offering a wide range of products under the slogan "Koton" is style!≫, the brand continues to develop its business abroad as an international fashion brand. By the end of 2017, the company plans to reach a turnover of 110 million dollars in Russia. To date, Koton is among the top five brands in the fast fashion segment, and the goal for the next five years is to become the leader of this segment in Russia.
Koton is increasing investments to increase the number of stores and its market share in the country, which plays an important role in the brand's international development strategy. Now Koton's total investments in Russia amount to 50 million dollars. Currently, the brand has 44 stores in 21 cities of the country. This is 50,000 sq. m of retail space and 1000 jobs, and the share of sales is 10% of the total volume of the company's business. In the next 3 years, it is planned to increase the retail space to 150,000 sq. m, and the number of employees to 3,000.
The company actively invests in communications to achieve its objectives. In May of this year, the brand presented its first TV advertising campaign in Russia at the federal level. The leading role was played by the famous Turkish actress and brand ambassador Koton Fakhriye Evjen.
Mr. Yilmaz Yilmaz, Chairman of the Board of Koton, stressed that Russia is one of the main strategic markets abroad, since the country's population is 144 million people, and the country also has one of the highest levels of investment in shopping centers.
Mr. Yilmaz Yilmaz noted that Russian women follow fashion very closely, and the brand managed to successfully adapt to the existing cultural trends and consumer demand trends. "For 15 years of work in the Russian market, we have achieved great success in analyzing social trends and consumer behavior. We have become available as a local brand and are widely known, especially in the south of the country. We are preparing two collections, depending on the time and special needs, and offer them to our Russian customers at affordable prices," he said.