In the past, those who could see the opportunities in the market and who could act before their rivals do used to succeed. Now it is seen that there is no opportunity in the market, but that works which are innovative and creative enough could create their own space and the brands expand their space. Anyhow, it is seen that companies which make innovation their corporate culture and turn creativeness into commercial success create the future.
Mavi’s innovative approach started from the beginning with the name Mavi Jeans. And the innovative, creative, bold and surprise approach of the brand in 16 years provided a strong bond with the customers. Last year, Mavi became a pioneer of the organic denim movement in the world. It was the first and only brand which prepared the organic collection in Turkey. After long-lasting R&D studies, it produced blue jeans of first quality from 100 percent organic Aegean cotton cultivated in natural environment without using any chemicals and which reflect the naturalness of the Mediterranean. Then Mavi Organic Collection was enriched with the senior group designs containing T-shirts and sweatshirts in 2007 spring-summer season. Washouts, which were not used before, not only brought a new chance for those looking for difference in denims, but also attracted great attention. Another of our innovative study was to make luxury Rıfat Özbek products affordable with Rıfat Özbek for Mavi Collection. Rıfat Özbek, worldwide famous designer, designed a special collection for Mavi in 2007. Mavi’s fashion identity was strengthened not only in Turkey but in all countries it is sold, and new customer masses were obtained. Rıfat Özbek designed for a blue jeans brand for the first tie.
Mavi, believing that creative marketing studies constitute one of the most important means of innovation, cooperated with Oliviero Toscani, worldwide-famous advertising photographer for its global advertising campaign. With the campaign, the creative and pioneering identity of Mavi in the global markets was reinforced. Mavi’s product labels created using blue bids, color ribbons and stones ’ornamenting’ the 2006 spring summer collection with Maviterranean theme took their place among the ’most innovative labels’ elected by Sportswear International magazine published in the USA.
The significance attached by Mavi to design and originality differentiated it from other brands and gave it a stronger stand. Thus, brand awareness was achieved not only in Turkey, but also throughout the world. Special concepts and collections developed ensured the brand to rise in the esteem of the consumers. Innovative approach in Mavi is not the responsibility of a single department or person in Mavi. Not only the point of origin, but also implementation and right management of an idea are important. It covers a wide area from marketing to design, purchasing to information systems. Companies willing to grow should first turn innovation into corporate culture, and motivate for new and creative ideas. Because, to be successful, companies should target at creating original projects with high profitability instead of imitating what is done. Brands accepted as the most innovative companies of the world such as Google and Apple, build their corporate culture on innovation from the very first day. However, the corporation should not only invest on innovation, but also draw a roadmap and create a philosophy. For example, this way of working is what underlies acceptance of Louis Vouitton as one of the most innovative brands of the world although it was established in 1854."
Source: Ekonomist Magazine |
