Executives from four Turkish denim mills discussed their strategies for navigating through the pandemic, sustainability investments and how the denim industry may change as a result of COVID-19 at a recent webinar.
Hurriyet Ozturk, Product Development Manager, Kipas believes the importance of Turkish denim mills is likely to grow post-COVID-19. These mills can offer smaller runs, allowing brands with the flexibility to adopt a just-in-time manufacturing model that limits overstock risks. Their flexibility can also be extended to their dealing with clients. For instance, after closing temporarily in March, Bossa and Calik Denim were back in business offering extended payment terms to their clients.
These mills are innovating in the midst of a crisis. They are using this break in production as an opportunity to rethink products and marketing. They are adjusting to a blend of physical and digital interactions and moving towards seasonless collections, said Dr Sedef Uncu Aki, Executive Director, Orta.
Taking consumers’ needs into account, these mills are working on a number of concepts including denim made from more durable materials. They are using comfortable and CBD-infused fabrics along with biodegradable and recycled materials. Their investments in solar power and technology can reduce the amount of water needed in processing, he added.
Pinar Demirel, Marketing Communications Manager, Calik Denim said the lockdown period has helped the brand to analyze consumer needs and trends deeply.