Where Were We?
The underwear category had been in a growth trend since 2018, and grew by 68% in 2020. After the outbreak of the pandemic, 23% of women started to attach more importance to underwear. (Source: Xsights Underwear Trends in Turkey, December 2020). There were significantly less branded products in the market, and the leading brand's market share was 11%. 84% of the market was dominated by the low and medium segment, unbranded products. Suwen was a retail company that had been manufacturing underwear, domestic-wear, beach products and accessories under its own brand and design, offering functional and elegant...