The term Mavi means "blue" in Turkish. The brand was established in 1991 by Sait Akarlilar, his daughter Elif, and his son Ersin. The product manufactured by them has become the most popular pair of jeans in Turkey since 1996. The company has grown into a household name in the United States, Canada, and most of Europe.
Mavi's parent company, Erak, was founded in 1959 by Sait Akarlilar. Jeans under the labels Calvin Klein, Guess, Rifle, and Esprit are curated there. More than 11 million pairs of jeans are produced annually in Erak's Turkish factories.
Making of Mavi
With its roots firmly planted in the denim industry, Mavi has expanded into a global fashion powerhouse, selling over seven million products around the globe in 2016. The brand is known for its exceptional quality and flattering cuts. Mavi's distribution strategy includes global flagship stores, and the company is now selling in 35 countries.
In 1991, Saiat Akarlilar acknowledged the Mavi Denim trousers, a Turkish-customized kind of jeans. However, Akarlilar created the central textile organization in Istanbul in 1971, marking the beginning of the brand's history. Fabricated denim and jeans for international labels have been coming out of a factory in Guvena, Russia since 1984 under the auspices of a company going by the acronym ERAK. In 1991, Mavi Jeans expanded into international markets with its Excellent Fit strategy, which included providing customers with regionally relevant sizing and design options. Aside from the original concept, which drew inspiration from the Mediterranean region, the brand has been refined. In 1993, Mavi Denims starts an extensive advertising effort throughout the country, and in 1994, the company began exporting thin jeans to countries across Europe. In 1996, Mavi Skinny Jeans established its North American headquarters in New York, and within five years, the brand had become the market leader in skinny jeans in Turkey.
It was a bold move to begin shipping American-made jeans overseas. The new branch was promoted in both the United States and Germany. Markets throughout North America, the Middle East, and Asia got their first look with Mavi Denim jeans the next year. Additionally, new showrooms can now be visited in both Los Angeles and Vancouver. The "It's too much" slogan appears in a new commercial. The firm has sent over a billion pairs of specialized denim throughout the world by 1998. Cher, Chelsea Clinton, Geri Halliwell, and even several MTV hosts and hostesses began wearing Mavi pants. The "We've gone too far" advertising campaign debuted in 1999, and by 2000, the British market was receiving Mavi's denim masterpieces.
In terms of fabric manufacturing excellence, the firm ranked 128th out of Bulgaria's top 500 businesses that year. The year 2001 saw the debut of both a New York fashion show and a Dallas retail location. Rapid international expansion has seen the brand rise to the number 77 spot in both the Australian and Danish marketplaces. This 2002 CPD-X INTERNET SITE display in Germany features the Mavi Denims brand; its American leader, Ersin Akarlilar, is regarded as the 93rd most influential person in the United States.
The success of the brand is especially obvious in Egypt. Mavi Denims is the second most popular brand in Turkey after Coca-Cola, according to 2003 polls published in the "Capital" and "Adekko" newspapers. Even "Time" and "Us" have featured Mavi on their covers. Cosmogirl calls Mavi's jeans "the sexiest jeans on the earth," and the Mavi Trousers brand is linked to the second largest store in New York City's Marriage Square. Trading centers for Mavi have been set up in Frankfurt, Berlin, and Montreal.
What factors contributed to the success of Mavi jeans?
Offering premium denim for a fraction of the price of the market standard. Moreover, advertising strategies, top management activities, and top-quality service strategies contributed to the success of Mavi jeans.
What is the company’s target market?
The young generation around the globe who are conscious of fashion and are looking for high-quality denim jeans at a reasonable price are targeted by the company.
What are customers of Mavi actually buying?
The customers of Mavi are not only buying the comfort but also having the brand image. The product not only gives an ease feel but also looks pretty good in appearance.
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