The rise of mono-brand beauty retailers in Turkey

The norm for clothing brands, Western clothing companies using the mono method have long been on the Turkish market: Cesare Attolini, Beymen, Armani Jeans, and Converse (which opened its first European mono-brand store in the Beyoğlu area of Istanbul in 2011).

In line with the wider global trend, however, beauty brands are cottoning on to the mono-brand approach and are gaining serious traction in Turkey. Brands such as Kiko, Urban Decay, Lancôme, NYX and Flormar have all opened mono-brand stores in Istanbul and more are on the horizon for Ankara and Antalya.

With the opening of many new shopping centres, including new luxury shopping centres such as Zorlu Centre and Akasya Mall, Turkey now has more shopping centres than any other European country except Spain and Russia, offering space for many brands to move into this new retail format.

What are the advantages of a mono-brand store?

Mono-brand retailing, simply put, is both a marketing tool and a sales driver. It’s about building both brand image and loyalty, and increasing sales.

Brands can no longer rely on a limited space in a department store competing with numerous other products. By isolating themselves from competitors, consumers are guided to make all their purchases with one brand.

The approach also enables companies to control every aspect of how their products are presented; from packaging, range, and quantities, to layout, lighting, and in-store customer service.

Getting the full experience 

The in-store experience is becoming crucial to brand identity. In moving away from a traditional shop set-up, beauty brands can turn their spaces into curated boutiques offering immersive shopping experiences. The mono-brand store is carefully designed for the millennial shopper, with digital tools and sleek aesthetics waiting to be snapped and shared on Instagram.

Replacing a lipstick or mascara is no longer a quick trip to the department store. Make-up tutorials, product demonstrations, promotional events and selfie mirrors draw the customer in and keep them in the store longer. Shops are being turned into a destination; somewhere to be seen on social media.

This interactive nature of mono-brand shops serves both as an advertisement for products and a driver of engagement with customers both in-store and on social media. With consumers looking for a connection to the brands they purchase from, the mono method is providing the engagement factor that e-commerce struggles to match.