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Turkish Success of Jewellery Sales to Tourists 2 1st Feb 200 5 Turkish Economy Turkish Tourism Turkish Jewellery Market Tourist Jewellery Market Tourist Tourist as Jewellery Buyer Tourist Market Retailers Jewellery Exports Outlook Outline: Turkish Economy Turkish Tourism

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Turkish Success of Jewellery Sales to Tourists

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Turkish success of jewellery sales to tourists l.jpg

Turkish Success of Jewellery Sales to Tourists

21stFeb 2005


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


Outline l.jpg

Outline:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • EU have decided that the accession negotiations with Turkey will start in 2005 which might be as long as 10 years

  • Inflation is moving towards one digit level after several decades

  • Exchange rate is around mid 2001 levels

  • 6 zeroes are dropped from TL (YTL)


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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2005 Tourist market investments

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 50 New hotels under construction

  • 50,000 New beds will be ready for 2005 summer season


Bought 36 units of airbus and 15 units of boeing airplanes in july 2004 delivery will be in 2005 l.jpg

bought 36 units of Airbus and 15 units of Boeing airplanes in July 2004. Delivery will be in 2005.

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


Outline9 l.jpg

Outline:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Third biggest gold consumption after India and USA

  • Largest gold coin market and coin manufacturer in the world

  • Third biggest jewellery manufacturer after India and Italy


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Seasonality of incoming foreign tourists

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

Source: SIS


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Regional Trends in Incoming Tourists

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Traveling by

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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What did they hear beforehand (47% heard about Turkish gold):

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Cheaper72%

  • Special Turkish designs34%

  • Better workmanship32%

  • Bigger variety24%

    Research by Piar-Gallup


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Whom did they hear it from:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • A friend71%

  • The travel agency26%

  • Previous visitors26%

  • Promotional brochures24%

    Research by Piar-Gallup


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After they saw the jewellery what did they think?

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Not expected that cheap72%

  • Not expected that much variety34%

  • Not expected that many26%

  • Expected them to be cheaper13%

    Research by Piar-Gallup


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Purchase decision:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • After they arrived60%

  • Decided before40%

    Research by Piar-Gallup


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Top motives for the tourists who decided to buy before their trip:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Cheaper 73%

  • Special Turkish designs10%

  • Better workmanship33%

  • Better selection25%

    Research by Piar-Gallup


Top motives for the tourists who decided to buy after they arrive l.jpg

Top motives for the tourists who decided to buy after they arrive:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Attracted me 49%

  • Realized they were cheaper39%

  • Good salesman help30%

  • Lot of varieties26%

  • Better workmanship22%

  • Special Turkish designs16%

    Research by Piar-Gallup


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Self purchase or gift:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Self80%

  • Gift20%

    Research by Piar-Gallup


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Adornment or store of value:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Adornment90%

  • Store of value10%

    Research by Piar-Gallup


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Types of jewellery bought:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Ring34%

  • Chain32%

  • Necklace25%

  • Earring23%

  • Bracelet17%

  • Pendant10%

    Research by Piar-Gallup


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78% of the tourists said that they have never bought any jewellery from another country they visited.

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

Research by Piar-Gallup


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Jewellery retailers for tourists:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 6,000 in Mediterranean coast

  • 1,000 inside Grand Bazaar in Istanbul

  • 1,000 in other tourist areas


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Mega jewellery stores for tourists:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • 40 Jewellery mega-retailers

  • With average 3,000sqm shopping area

  • With an average of 100 salesmen


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Mega jewellery retailer stats:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Average 100,000 tourists visit annually

  • Average 20,000 sales per year

  • Average 35,000 items sold per year


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Mega jewellery retailer stats:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Average item price US$1,000

  • Main customer is German and Russian with 30% share each

  • Rest is Europeans (Swiss, Austrian, Belgian, Dutch) with some Americans


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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Direct Exports vs Tourist Sales

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Turkish jewellery manufacturers are the second biggest exporter in the world

  • The tourist sales and direct exports are helping one another by creating awareness on Turkish jewellery brands

  • Summer tourist retailers are catering their customers in their country of origin in winters


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Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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5 Year Targets:

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook

  • Become one of the first 5 destinations in number of tourists

  • Become one of the first 5 countries in tourism revenues

  • Rate of increase in gold jewellery sales to tourists faster than the increase in tourism revenues


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...during your next vacation, we wish all of you a very happy holiday in Turkey, in the cradle of civilizations, enjoying the turqoise beaches of Cleopatra or skiing and hiking mount Ararat or playing golf or simply sipping your Turkish coffee and enjoying your Turkish delight and buying lots of Turkish jewellery making your holiday unforgettable...

Turkish Economy

Turkish Tourism

Turkish Jewellery Market

Tourist Jewellery Market

Tourist

Tourist as Jewellery Buyer

Tourist Market Retailers

Jewellery Exports

Outlook


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