Brand Portfolio Management for Turkey’s Growing E-commerce Fashion Powerhouse

Trendyol’s portfolio of branded products and services were expanding rapidly, international expansion goals were high on the agenda, price-sensitive customers were more informed than ever, and with competition close on the heels, Trendyol needed to take action to protect and nurture its leading position in the market.

Creating distinct brand experiences that resonate with existing and new customers was critical. A clearly defined brand architecture ­­– how each brand presents itself to the world in relation to one another – was a cornerstone of this.

We provided consultancy on brand architecture/portfolio strategy (Trendyol, Milla and Modagram) and how design experience can be improved and aligned across the group to help guide the Trendyol Group of companies on a route of global business success. The role involved carrying out data analytics, defining brand strategy, portfolio architecture, corporate identity design and packaging design.

Our work resulted in a new vision and human centric brand purpose for Trendyol; a total brand rethink of Modagram to better resonate with the digital and fashion-savvy youth of Turkey and a re-design of Milla by Trendyol to amplify its quality and affordable sophisticated style. Our mission was to consistently and impactfully communicate the business’ true intention of serving Turkey with aspirational yet affordable fast fashion across all brand expressions.

Impact

Since completion of the project, Trendyol is experiencing 70% annual growth and has increased market leadership to become the clear market leader in fashion.