HISTORY OF LC WAIKIKI

• It was established in 1982 in France. French designer

George Amoual and his partner decided to create a
new brand to enter the French ready-made clothing
market
• The two partners excited when they read introduction
of the famous Waikiki Beach in the magazine and
they thought that the Waikiki name would be very
suitable for the designs they prepared.
• LC comes from Les Copains that means friends in
french.
 ENTERING TURKEY MARKET
• The brand, which made its name in France in a short
time and reached important sales figures, started to
work with Turkish company Taha Tekstil in 1988 to
meet the increasing production need.
• Taha Group established Tema Textile in 1991
• Tema textile has launched the sales of LC Waikiki
products in Turkey through dealers.
• The partners of French LC Waikiki decided to sell the
brand and Taha Group acquired all the rights of LC
Waikiki and it became a Turkish brand in 1997.
• Since 2000, Tema Textile accelerated its project to
open contemporary stores where LC Waikiki can
meet its customers with their collections.
• Starting its international investments in 2009, LC
Waikiki Store opened its first LC Waikiki store in
Romania.LC waıkıkı has 73 stores in 18 countries
 MISSION AND OBJECTIVE
• Mission:Make people feel good by dressing them
according to their style and budget
• Vision:To become one of Europe’s three most
successful clothing retailers until 2020
• Objective:Effective usage of resources and providing
top quality product and most fashionable products to
customer with low cost to make profit.
 STRATEGIES IN FIRST YEARS
• Target Market Selection Strategies: In first years,
Waıkıkı chose 0-12 age child whose parents live in
large cities in Turkey and have middle and upper
income class.
• Company sold products to baby,children and young
and price of products were sutiable for middle and
upper income groups
• Today, this strategy is changed. “Addressing all age
groups” and “There is a waikiki for everyone”
became new strategy.
• LC Waikiki, the positioning of the brand in the previous process the
monkey image removed from the logo. Company produced new logos,
products, sections, packaging and packages of three differentuse in color.
Blue color male, red color female and orange color also prefers to baby /
kids.

• Product strategy:Providing best quality and

fashionable products at the cheapest price to
customer. To ensure that their products are one
step ahead of their competitors also constantly
examines the trends of the textile industry, the
market researching their needs and keeping their
competitors under surveillance.
• Price strategy: “entering the market depth”
• Prices are determined by minimizing profit margin as
possible. Keeping the profit margin as low as possible
makes it possible to keep the competitors out of the
market, while at the same time allowing the
company to increase its market share as much as
possible.
• LC Waikiki also involved in psychological pricing in its
stores.Like instead of 20 TL, price of products are
determined 19TL.
 COMPETITIVE ADVANTAGE
Lower cost: Company acquire same type and
quality products with less cost and sells fashionable
products to it’s customers at cheaper prices

Differantiation: Competitors like Çarşı, Vakko, YKM,

Mudo use dealarships for distribution however
Waikiki prefers to operate by opening it’s own
branches that brings the advantage of being able to
keep the pulse of customer easily and increasing
customer satisfaction rate.
 Customer can return the unreceipted products
which they don’t satisfied and want to change also
Waikiki does’t take money from partial alteration
that requirements of customers.
• Successful Product Range: High variety of products
for all social class.Special products for special days
like father-mother days.
 CORE COMPETENCIES
• Controls most of steps on the supply
chain,designing,manufacturing and distributing
its products.
• Outsourcing in distribution channel:Benefiting
from outsourcing in product distribution can be
seen as good approach in terms of minimizing the
costs and the problems that may be encountered
in the distribution.
• The company also takes some products from
abroad countries like Egypt,china and Bangladesh
that are produced products of waikiki with lower
cost than production cost of it
 STRENGTH&WEAKNESS
• Strengths:
stores are usually opened in the city center
or near the center.
Customer oriented shop design

Financial strength
instead of dealership, choosing to open his
own store that provides 100% customer satisfaction
addressing not only a spesific social class
but also all layers of society.
• Weaknesses
profit margins tend to decline due to
intense price wars in the sector
space allocated to the products and trial
cabins are not large enough
lack of security elements in the store