AVVA – Pioneers Of Smart Casual
Combining elegance and comfort in its designs, AVVA offers a style that meets the needs of the modern world, from day to night and is suitable for every moment of the day. In this interview, we meet with one of the company’s Board Member’s, Nihan Atik Gedikli to learn more about this quickly-evolving and growing business as it continues to expand its international operations.
Founded in 2000, AVVA stepped into the world of men’s clothing with a young, sophisticated and up-to-date perspective. Focusing on understanding men’s style preferences, AVVA offers men comfortable and stylish options that can be worn both day and night with minimal and elegant designs. Their fabric selections and cuts prioritise convenience and comfort without compromising on elegance. Thus, the brand ensures that their customers both look stylish and feel comfortable.
The long-term goal of the business is to become the leading men’s fashion brand in Türkiye and around the world and they are accomplishing this step by step. They currently have 146 concept stores in total, of which 110 are in 40 different cities across Türkiye. The remaining 36 are positioned in 19 different cities internationally. With its store portfolio, the business always aims to present AVVA’s unique style and quality in the best possible way and they are looking to increase the number of units to 160 by the end of the year.
“We plan and open each new store meticulously because we aim to offer the best experience to our customers,” explains Nihan Atik Gedikli, Board Member of AVVA. “We act in accordance with our standards by evaluating factors such as the location, size and competitiveness of the store. In this way, each of our stores can best reflect AVVA’s unique style and quality.”
Discussing the coming months, Gedikli explains that AVVA is focused on meeting customer expectations, optimising their operations and increasing efficiency. She adds that the business continues to strengthen its systems, infrastructure, merchandising and logistics processes. They are also looking to increase their investments throughout their digital channels.
“Looking further ahead, we aim to increase our physical store network to a total of 200 across Türkiye and abroad. In addition, our future plans include becoming more effective in markets around the world by strengthening our competitive position on online platforms.”
To maintain, but also grow its presence in the market, the business designs new products from a creative and innovative perspective, always keeping quality at the forefront. They integrate feedback from their customers into their new collections and they develop marketing and distribution strategies to introduce their new products and ensure their effectiveness in the market. Because of these strategies, the brand continues to offer products that will meet and even exceed customer expectations.
“We aim for men to achieve both a professional and comfortable appearance in their daily lives. Our clothes guarantee elegance at work as well as in people’s personal life with carefully selected fabrics, cuts and details.”
As she looks to the future, Nihan highlights that they focus on brand experience to ensure the satisfaction and happiness of their customers. This approach is based on strategies that will enable them to establish strong and continuous interaction with their customers. By offering special experiences such as personalised services, loyalty programs, feedback mechanisms and interactive digital platforms, AVVA strengthens its customers’ loyalty and aims to achieve long-term success by growing its customer base.
As the discussion moves onto the topic of social media, Gedikli highlights that the company see the important role that social media plays in the modern retail world.
“By embracing the power social media provides, we aim to support our growth journey and strengthen our customer relationships. By constantly optimising our digital strategies, we are targeting a competitive advantage in marketing and moving the brand forward. We follow fashion trends and attract the attention of our customers by sharing style tips and product information.”
The company’s journey to offer their customers an immersive shopping experience both in physical stores and digital platforms is progressing rapidly. They strengthen their omni-channel approach by integrating their physical store processes and digital platforms. With this strategy, they make their customers’ shopping experience more personalised and meaningful. Through this, they can reflect the values and quality of the brand in the best way on both online and offline platforms.
As our time with Nihan begins to run out, we ask what distinguishes AVVA from other fashion brands in the industry.
“Our brand’s journey started with a smart casual style. This style is a modern approach that combines comfort and elegance. We aim for men to achieve both a professional and comfortable appearance in their daily lives. Our clothes guarantee elegance at work as well as in people’s personal life with carefully selected fabrics, cuts and details. Focusing on the essence of smart casual style, we combine quality and aesthetics in every piece we create.”
As the company looks to the future and continued expansion, they always remain open to evaluating and improving the impact of their work and the decisions they make. They are under constant review to improve customer satisfaction and product quality as honesty is one of the cornerstones of the brand.
“We base our products’ features, pricing policies and communication on honesty. We care about being fair in our business relations and internal management. We believe that these values form the basis of our relationship with our customers and shape our brand’s contribution to society,” Gedikli concludes.
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