BRANDBOOK IPEK UNAL
CONTENT 01 02 03 04 05 06 07 08
Brand Identity Target Customer Products & Prices Stores Promotion Lookbook Trend Development Collection
01 Brand Identity
Yargıcı is a Turkish apparel brand which derive from “travel hard, work hard” philosophy. Yargıcı aims to meet its modern and urban customers with special designs under the theme of “comfortable elegance that can be used in every moment of life. It brings a new understanding to retro style by reinterpreting classic cuts
and neutral color palettes and offers customers an entirely new lifestyle. The story of the brand has begun in 1978 with the first store which was opened by Emir Yargıcı and his brother at Osmanbey, Istandul. Their initial focus was on men’s shirts which got attention with their pastel colors. At that time,
ready-made clothing industry was growing recently and this color palette was really extraordinary for Turkish market. Even so, this collection had great interest mostly by women customers. They started to buy them for their own use. With this enormous interest, the brand decided to project first women
collection and this collection took place in Yargıcı stores in 1988. Yargıcı became popular among female customers with its unique style in a very short time. Since 2001, Yargıcı has been focusing solely on women’s collection. In the same year, cosmetics were added to the product range in order to provide customers with products that are not found in Turkey and this cosmetic line entitled as Waterworks. This was the first step taken towards becoming a lifestyle brand. In 2002, the brand added home decorations to its product line and continued to its philosophy. The mission of brand is to make a difference in the industry by building a human resources system suitable for the yargıcı corparate culture that consist of people who possess wide and creative vision, passion for their work and who are open the new and innovative. Todays, it has aproximately 50 stores in Turkey and 1 in France and it encourages this growth. Over more than 35 years, Yargıcı has evolving with its quality and becoming a leading, higly trusted brand in the industry.
A/W13
ISTINYE PARK/ISTANBUL
A/W13
A/W13
A/W13
NISANTASI/ISTANBUL
02 Target Customer
Yargıcı woman is a powerful woman age within 25-45. This woman is curious, she always questioning. She want to gain more and more knowledge. She interests in art and cultures and also she likes very much traveling. Yargıcı woman is hardworking. She earns money and spends it mostly more traveling. Also she spends for her garments because comfort is the most important thing in her life. She is in complete harmony with the enviroment. She wants to feel more comfort in her dresses but still wants to be elegance so she prefers Yargıcı products.
ENTHUSIASTIC
SENSITIVE
COURAGEOUS
INTELLECTUAL
Product Range Clothing
Coats & Jacket Shirt Tshirt Blouse Dress Skirt Pants Shorts Jumper & Cardigan
Shoes & Bags Accessories
Jewellery Watch Belt Scarve Hat & Cap Umbrella Hair Accessories
Home Decorations Cosmetics Make-Up Body Lotion Shower Jel Soap
03
03.1
Product Price
01
02
04
03
01
03
02
04
Coat: 529,90 Shirt: 149,90 Pants: 179,90 Bag: 239,90 Shoes: 269,90 Scarf: 119,90 Necklace: 59,90
Jumper: 219,90 Pants: 229,90 Tshirt: 54,90 Bag: 219,90 Shoes: 269,90
Jacket: 269,90 Shirt: 159,90 Short: 139,90 Bag: 219,90 Shoes: 249,90 Watch: 169,90
Dress: 209,90 Bag: 129,90 Hat: 89,90
06
05
08
07
05
07
06
08
Coat: 469,90 Jacket: 219,90 Necklace: 39,90 Pants: 219,90
Cardigan: 169,90 Shirt: 149,90 Skirt: 159,90 Bag: 219,90 Shoes: 189,90 Belt: 89,90
Dress: 239,90 Shoes: 219,90 Bag: 189,90 Belt: 69,90
Shirt: 139,90 Denim: 209,90 Bag: 189,90 Belt: 79,90 Bracelet: 39,90
AKMERKEZ
ERENKOY
BODRUM
PARIS
Stores BEBEK
TURKEY Istanbul
A Plus Atakoy AVM Akasya AVM Akbat覺 AVM Akmerkez AVM / Shoes and Bags Aqua Florya AVM Bebek / Accessories Buyukada AVM Capacity AVM Capitol AVM / Accessories Cafferour AVM Cevahir AVM Erenkoy Istinye Park AVM / Accessories Kanyon AVM Mall of Istanbul Maltepe Park AVM Marmara Forum AVM Metrocity AVM Nautilus AVM Nisantas覺 Ortakoy Ozdilek Park AVM Palladium AVM Pangalti Saskinbakkal Trump Towers AVM Vialand AVM Viaport AVM Zorlu Center
ANKARA
IZMIR
Ankara
Armada AVM Cepa AVM Next Level AVM Panora AVM Taurus Ankara AVM Tunali Hilmi
ANKARA
Izmir
Agora AVM Alsancak Optimum AVM Forum Bornova
Adana
M1 Merkez Adana AVM Ziyapasa Bulvar覺
Antalya
Migros AVM
Bodrum
Milta Bodrum Marina Oasis AVM Palmarina
Gaziantep
Forum Gaziantep Prime Mall
Mersin
Forum Mersin
Samsun
Piazza AVM
FRANCE Paris
04
05 Promotion Yargıcı wants to communicate with its customers to describe the message of the brand and to share the story of its designs so it could adopt various promotion strategies. It deeply concentrates on media advertising, especially magazines. Also, it arranges fashion shows and events and gives sponsorships to the TV series such as Yalan Dunya, attends fashion weeks and broadcasts videos to promote the brand and their new collections. In addition, Yargıcı customers have a chance to get a card that they can use it when shopping online and in stores as well. This card gives their customers exclusive offers. The customers can earn points when they purchase Yargıcı products, particularly when shopping online and they get informed about latest deals, news and offers early on.
06 Lookbook
A/W14
S/S14
Trend Development
07
GROWN Grown is one of the core trends of spring/summer 15. This trend is inspired by nature and represents uncontrolled processes of it. Spontaneous color an pattern of fungi and mould are essential source of inspiration. Curvy lines and widen forms support growth effect and pastel colors reflect nature.
08 Collection / BIODYNAMIC
Denim Dress with Waist Detail %98 Cotton %2 Elastane
PANTONE 5415 C
FABRIC SAMPLE
Pleated Pants %66 Cotton %31 Polyester %3 Spandex
PANTONE 5415 C
PANTONE 447 C
FABRIC SAMPLE
BIODYNAMIC
Pleated Dress %60 Polyester %38 Viscose %2 Elastane
FABRIC SAMPLE
PANTONE 447 C
DESIGN DETAIL
BIODYNAMIC
Chiffon Blouse with Back Deta覺l PANTONE 703 C
FABRIC SAMPLE
%100 Polyester
Pencil Skirt with Slash Side PANTONE 7530 C
%100 Polyester
FABRIC SAMPLE
BIODYNAMIC
Basic Shirt PANTONE 5773 C
FABRIC SAMPLE
%55 Cotton %45 Silk
PANTONE 534 C
High Waisted Gents Jean %96 Cotton %4 Elastane FABRIC SAMPLE
BIODYNAMIC
DESIGN DETAIL
Accordion Pleated Silk Dress PANTONE 7530 C
%100 Silk
Lining: %100 Polyester
FABRIC SAMPLE
Oversized Cardigan PANTONE 7500 C
%46 Acrylic %22 Alpaca Wool %22 Wool %10 Polyamid
FABRIC SAMPLE
BIODYNAMIC
DESIGN DETAIL
Shorts with Wave Hemline PANTONE 447 C
FABRIC SAMPLE
%74 Polyester %22 Viscose %4 Elastane
Basic Jacket PANTONE 534 C
%45 Cotton %35 Polyester %20 Viscose
Lining: %100 polyester FABRIC SAMPLE
BIODYNAMIC
Wide Leg High Waisted Trousers PANTONE 5773 C
FABRIC SAMPLE
%55 Cotton %45 Silk
FABRIC SAMPLE
Pleated Shorts PANTONE 703 C
%55 Cotton %45 Polyester
DESIGN DETAIL
BIODYNAMIC
FABRIC SAMPLE
Pleated Skirt PANTONE 447 C
DESIGN DETAIL
%74 Polyester %26 Viscose
PANTONE 7530 C
Pencil Skirt PANTONE 447 C
%55 Cotton %45 Silk
FABRIC SAMPLE
BIODYNAMIC