Abstract:

Nowadays, the gradually worsening working life and living conditions of Turkey are channeling consumers towards simple and pointless purchasing experiences. Therefore, the omni-channel strategy, which presents a continuous purchasing experience to consumers and provides full integration of different channels (physical store, online store, mobile application, social media etc.), appears to be a significant factor. At this point, it can be clearly and explicitly seen that the omni-channel strategy must be used during the transmission of clothing products, which are essential for living, to consumers. In this context, this study aims to analyse the omni-channel strategies of the Turkish clothing sector, which is a significant player of the global clothing market. In accordance with the aim of the research, omni-channel strategies of successful Turkish clothing enterprises, which possess their own brands and retail chains, are analysed. According to the results obtained, Turkish clothing enterprises have not been able to provide a full integration of their current channels at this time. However, they have actualised successful implementations with regard to channel integration and continue to work on this issue.