How has the Turkish footwear market evolved in recent years? What is its current structure?
Türkiye is a benchmark country in footwear production with an annual production capacity of 550 million pairs. We also have the largest production capacity in Europe. We distinguish ourselves from our Asian competitors with our high-quality production and design expertise. Until 2023, Türkiye was a net exporter of footwear. In 2022, we achieved $1.3 billion in exports and closing the year with a surplus of $338 million. However, from the last quarter of 2022 onwards, the effects of the Russia-Ukraine war and the conflict situation in the Middle East, combined with the global economic slowdown, also led us to feel the impact of the contraction in global demand. Over the past two years, we have faced an undesirable situation largely driven by developments specific to the Turkish economy. However, we believe this temporary phase will end soon, and we will stride confidently toward our medium-term target of $3 billion in footwear exports. The fact that global brands have started researching production in Türkiye, especially the possibility of manufacturing in alternative locations during the Trump era, will be a development that will bring Türkiye to the forefront.
What kind of products are consumers looking for in Turkish footwear?
In general, and not only in Turkey, consumers are always looking for the highest quality products at the most affordable price. This general motivation remains constant, even as trends change periodically. Since the pandemic, the demand for sports and comfortable footwear has continued to grow, where technological advances have been particularly important. With regard to material technology, innovations in uppers and soles have increasingly focused on lightweight and durable materials, while interest in sustainable and recyclable products has increased. I can confidently state that Türkiye has the capacity to produce footwear in every category. We are now focusing more on designing innovative, high-value products with strong brand equity and adapting our capacity to achieve this goal. The Turkish footwear industry has a strong presence in leather footwear production with its design and high-quality production, as well as a serious capacity in sneakers, slippers. With a favorable investment climate, I see no obstacle to Türkiye becoming one of the most important footwear suppliers to high-consumption markets such as Europe and the U.S.
What are your target markets for exports?
The U.S. undoubtedly tops our list of target markets. With $28 billion in imports, the U.S. is the largest footwear importer in the world. Türkiye’s exports to the U.S. currently stand at $25-30 million, on the other hand we aim to increase this volume to $200 million in the short term and $700-$800 for the medium term. Additionally, we believe there is significant potential to grow our market share in Europe (especially the EU), the Middle East, Gulf countries, Russia and Turkic Republics.
How do ‘Made in Türkiye’ footwear products stand out and earn recognition?
As mentioned before, Türkiye has a strong presence in leather footwear production with design- oriented footwear and high-quality production. It strengthens its position with its proximity to the market, fast delivery, the ability to produce even in small quantities and repeat order production during the season. I believe these key factors distinguishing us from countries in Asia that focus on large-scale production. By adding innovation and sustainable production to design, we can increase value-added products and continue on a different path than our competitors.
What role does the Expo Riva Schuh trade fair play for the Turkish footwear industry?
Expo Riva Schuh is a key event that occupies a prominent place in our trade fair calendar because it is the first event of the season where buyers can get to know the new collections and it serves our manufacturers as a meeting place where they can show off the production power and quality of Turkish footwear and forge business relationships. Moreover, as companies from all over the world participate, it offers our companies an important opportunity for comparison. Some 130 Turkish companies will be present at the January edition of Expo Riva Schuh. We have been organizing the AYMOD International Footwear Fashion Fair in Istanbul for over 30 years with this perspective. In September, we held the 71st edition of AYMOD, which is Europe’s largest fair in its field. We hosted nearly 7.000 international visitors from around 100 countries, including Italy. In addition to AYMOD, we highly value international fairs that connect our companies with global buyers as a means of promoting our industry. In this context, we actively support the participation ofour companies in Expo Riva Schuh.
