The city of Mersin is home to major textile companies such as Çukurova Sanayi, Berdan, and Güney Sanayi. There is a well-established textile culture that is formed by the accumulation of years in the region.
In your adventure in the textile sector that you started with the fabric trade in 1999, you have reached your current respectable position as Denim and garment exporter company. Can you shed light on about this whole process?
Chairman of the Board
The city of Mersin is home to major textile companies such as Çukurova Sanayi, Berdan, and Güney Sanayi. There is a well-established textile culture that is formed by the accumulation of years in the region. I decided to continue to professional life where I started as a professional employee in 1999, as an entrepreneur. Our activities, which started with fabric trade, focused on ready-made clothing according to customer demands. Founded in 2002, our Istanbul office strengthened our relationships with our customers. In 2009, we moved to our own building by strengthening our team in Mersin Free Trade Zone. We focused on the value-added product with Jean’s product group with our denim garment and washing facility that started operations in 2015. Currently, Doteks, with more than 500 employees, has become one of Turkey’s leading denim and non-denim apparel suppliers. It also serves many fashion retailers in Europe.
Denim is a living fabric thanks to its dyestuff indigo. The color palette, effects, and touches that the same fabric can present can reach incredible points with different techniques applied in denim washing. As Doteks, we attach great importance to our IT infrastructure.
Just as every area of technological development in Turkey and in the world of denim sector is also getting its share. As Doteks, how do you follow these developments? Can you inform us about your technology infrastructure and investments?
Denim is a living fabric thanks to its dyestuff indigo. The color palette, effects, and touches that the same fabric can present can reach incredible points with different techniques applied in denim washing. As Doteks, we attach great importance to our IT infrastructure.
We are strengthening our internal communication network so that our units in many different locations can work with harmony. Our software, which is configured according to the requests of all departments for instant data entry, ensures that the information flow is fast and accurate.
How do you determine your marketing strategy? What is the importance of research and measurement in determining your marketing, promotion and communication strategies?
In today’s supply and demand scale, which is strengthening customers more and more every day, customer satisfaction is our first priority. For this, it is necessary to know the market well and to define the customer expectations correctly. We can say that we owe our strong presence to our customers in markets where we have a strong influence.
In the target markets, we are developing the process by conducting detailed analysis from the demographic structure of the country to the retail system and shopping habits. High level of communication and service quality in the fashion industry is very important. For this reason, trainings are organized in order to improve the technical competencies of our marketing team.
Globally, there is a financial mobility in the world. How does this affect you and the exporting companies like you? In this context, what are your future product, investment, and R & D plans?
We are aware that there is a global stagnation expectation due to the increase in protectionism in trade and the decrease of international liquidity. We are committed to maintaining our competitiveness by continuing to invest in our own sector.
With our growing volume in parallel with the demands of our customers, we need to offer more value to our customers than ever before. In this context, while keeping our expenses under control, on the other hand, we plan to continue our stable growth with our R & D investments.
What kind of design team do you work with when creating your collections? Can we get information about your collections in regard to fabric choice and design?
The secret of our business is to present the products that our customers can request by following the trends beforehand. To address this issue, it is necessary to have a strong fabric R & D and collection team as well as to anticipating which trend group may be suitable for each customer group.
Thanks to our R & D center in Istanbul office, we prepare capsule collections on customer basis as well as our main collection and offer them to our customers. In addition to digital platforms, it is of great importance to participate in the industry’s leading fairs for catching up the trends.
For the customer demands, our experienced marketing team analyzes the customer information and works in coordination with our design team.