Trendyol – THE new fashion marketplace in Europe?
In a world that is becoming increasingly digital, shopping for fashion online has long become the norm. New platforms and marketplaces are constantly taking the stage to revolutionize fashion consumption and delight customers worldwide. One of these emerging names is Trendyol, a Turkish-based online marketplace that is about to conquer the European fashion industry. But what’s behind this new fashion player? In this article, we take a closer look at Trendyol, analyze its expansion strategy, and consider whether it can indeed emerge as one of the leading fashion marketplaces in Europe.
The making of Trendyol
Trendyol was founded in 2010 by Demet Mutlu and has since embarked on an impressive journey through the fashion world. With a combination of a large, young Turkish population and the availability of high-quality mass production facilities in Turkey, Trendyol has turned the fashion industry on its head. From an online fashion store, it has evolved into a mobile-first marketplace that not only showcases renowned international brands like Valentino and Puma, but also brings Turkish brands like LC Waikiki and Defacto to the fore.
The expansion to Europe
While Trendyol already has a strong presence in Turkey, it has set its sights on gaining a foothold in Europe in recent years. In Germany in particular, Trendyol has pursued an ambitious expansion strategy. In 2018, Trendyol entered the German market with a focus on fashion sales. It launched on partner platforms such as Zalando and About You as well as with its own app. The decision to conquer Europe’s largest fashion market was both strategic and bold.
The marketing strategy
Trendyol has pursued an eye-catching marketing strategy in Germany to attract attention and build a loyal customer base. A large part of this strategy lies in influencer marketing. Trendyol has launched collaborations with well-known German influencers such as BibisBeautyPalace and Julia Beautx and created their own landing pages on the Trendyol marketplace. Through personal discount codes and recommendations, influencers have generated millions of views and interactions. This approach is highly reminiscent of the successful marketing strategy of Chinese provider Shein.
The successes and challenges
Trendyol’s successes in Germany cannot be overlooked. Within a few years, the company has gained more than one million customers and established itself as an online destination for fashion. The mobile-first marketplace has a wide range of products and brands on offer and aims to provide customers with a seamless shopping experience. Trendyol’s influencer program, TrendFam, has not only raised its profile, but also made it the fashion brand most mentioned by influencers.
However, there are also challenges along the way to success. Critics point to a lack of transparency regarding sustainability efforts and quality issues with the products offered. While Trendyol offers a wide range of products and brands, it also needs to ensure that quality and sustainability are not neglected.
The Future of Trendyol
The question remains: Can Trendyol really rise to become one of the leading fashion marketplaces in Europe? With ambitious goals, such as sales of three billion euros by 2025 in Germany, Trendyol undoubtedly has big ambitions. Its successes in recent years and intensive marketing strategy suggest that the company is on the right track.
Trendyol’s future, however, depends on several factors. It needs to ensure that its products are high quality and sustainable in order to gain the trust of customers. A balanced mix of international and Turkish brands will continue to be important. In addition, Trendyol will need to adjust its marketing efforts to build a loyal customer base and ensure long-term success.
Overall, Trendyol is at a crucial turning point in its development. With a clear focus on expansion and innovation, it has the potential to become a major player in the European fashion world. The coming years will show whether Trendyol can successfully follow this path and whether it can truly become the new fashion marketplace in Europe.
Trendyol, the emerging Turkish online marketplace, has come a remarkable way in recent years to conquer the European fashion world. With an impressive expansion into Germany and an ambitious marketing strategy, the company has laid a solid foundation for its success. Close collaboration with influencers, a wide range of products and brands, and a focus on a seamless shopping experience have helped Trendyol establish itself as a serious fashion marketplace.
Trendyol’s future, however, depends on its ability to meet industry challenges while driving innovation. The quality and sustainability of the products it offers will play a key role, as will maintaining a loyal customer base. While ambitions are high, Trendyol must continue to balance international and Turkish brands in order to offer a balanced selection for its customers.
Overall, Trendyol’s success story shows that fashion retailing in the digital age knows no boundaries. New players can blossom in a short period of time and challenge the traditional fashion world. Trendyol has set out to be an important part of this change. Whether it truly becomes THE new fashion marketplace in Europe depends on the company’s ability to realize its vision and establish itself as a trusted and innovative platform. The coming years will undoubtedly be exciting to watch how Trendyol evolves and the impact it will have on the fashion world.
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Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him by mail or by phone at+49 89 215 276 60.