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ISTANBUL
HIGH STREETS
Second Edition
November 2015
INTRODUCTION
Cushman & Wakefield is delighted to provide the second edition of our in-depth Istanbul High Streets research brief.
Following indicators and parameters for the three main streets are analysed on an annual basis to understand the high
street retail market dynamics of Istanbul: retail stock, retail category splits by national/international and mass/luxury brands,
annual take-up volumes, new retailer entries in the last twelve months and footfall. All results are evaluated in comparison
with the previous year to illustrate general market trends and dynamics.
The main high streets of Istanbul are characterized as
followed:
Istiklal Street on the European side with 272 stores is
Istanbuls busiest pedestrian street and home to many
international and national retailers as well as museums,
restaurants, theatres and consulates.
General Overview
Total retail stock in the three main streets is
estimated to be around 190,000 sq.m in more than
1,000 stores, having witnessed a slight decrease in
both number of stores and size compared to the
same period of 2014. Reason for the decrease in
retail space is the on-going demolishment of
buildings due to urban renewal, especially
concentrated on Istiklal and Bagdat Streets.
However, it is to be mentioned that these buildings
are being rebuilt and that this is only a short-term
temporary trend.
In terms of changes in retailer category splits,
Apparel, Fashion and Shoes & Bags still account for
almost half of the total high street stock, followed by
F&B and Banking, each representing 14% of total
stock. While F&B and Banking recorded an increase
in shares, Apparel decreased slightly in the last
twelve months. The increase in retail banking on the
high streets is partly explained by new entries of
international banks and their aggressive expansion
strategy in Turkey.
Compared to the same period of the previous year, a
decrease in both number of stores and size of
international and luxury brands is observed in all
three streets. While this trend is quite limited in
Nisantasi and Istiklal Streets, it is by far more
apparent on Bagdat Street. In terms of number of
international brands, Nisantasi area still leads with 70
stores, followed by Bagdat Street with 54 stores and
Istiklal Street with 33 stores. The majority of the
luxury brands are still located in Nisantasi. Despite
the decrease on Bagdat Street, it is still the prime
location for luxury brands on the Asian side with 26
stores, compared to 34 stores at the end of 2014.
Due to competition, market positioning and share,
some of the brands prefer to be located in all of the
main high streets. Excluding retail banking branches
and GSM dealers, 25 brands have stores in all three
streets. Especially fast-fashion brands targeting
middle income groups (i.e., Mango, Zara, Topshop,
Mavi), accessories and cosmetics brands (i.e.,
Calzedonia, Penti, MAC, Yves Roche, Gratis) and
F&B brands (i.e., Burger King, McDonalds,
Starbucks, Mado) are located in all of these
locations. Furthermore, strong domestic retailers in
particular prefer to strengthen their market position in
high streets by opening second stores in the same
street. This strengthens the theory that the market is
going through a survival of the fittest process
whereby the strongest increase their market share
and some of the weaker brands consolidate their
stores.
Vacant
9%
Bank Exchange
Office
14%
ApparelShoes-Bags
47%
BooksMusic-GiftHobbyToys
2% & Art
Culture
2%
Home
Furniture,
Decoration
3%
F&B
14%
Accessories CosmeticsWatchesOptician
6%
Source: Cushman & Wakefield
Istiklal
2014
Bagdat
2015
Istiklal
2014
2015
Bagdat
8,000
60
7,000
50
6,000
40
5,000
4,000
30
3,000
The majority of take-up was in fashion (ApparelShoes-Bags) with a share of 37% in total take-up, by
numbers. F&B and Accessories-CosmeticsWatches-Optician brands followed with 28% and
17%, respectively.
Considering that some brands have more than one
store in these streets, a more detailed analysis was
made based on the number of brands. Accordingly,
the total number of brands decreased to 656
showing a decline of 7% compared to the previous
year. In the last twelve months, 67 new brands
entered, while 113 brands exited from these high
streets.
Although the number of new entries was relatively
high, most of them were small size local or national
brands. Only a few international brands, such as
Arabian Oud, Classico, Fred Perry and Le Petite
Maison made entries to the main high streets. On the
other hand, the market saw 31 expansions and 13
relocations, together on Bagdat Street and Nisantasi.
No
20
2,000
10
1,000
0
0
Nisantasi
Take-up_14 (sqm)
Istiklal
Take-up_15 (sqm)
Bagdat
Take-up_14 (number)
Take-up_15 (number)
Pharmacy
2%
Bank Exchange
Office
6%
Home
Furniture,
Decoration
6%
ApparelShoes-Bags
37%
F&B
28%
Accessories CosmeticsWatchesOptician
19%
In terms of store size, take-up was mainly driven by smallsize transactions (<200 sq.m) comprising 60% of total
number of transactions. Moreover, changes in the smallest
category (<50 sq.m) almost doubled compared to the
previous year. The overall average size in realized
transactions decreased to 158 sq.m from 166 sq.m in 2014.
No significant change was observed in the remaining store
size categories during the same period.
40
35
30
25
20
15
10
5
0
<50
50-100
100-200
2014
200-500
2015
>1000
Size Range (sq.m)
Istiklal
2014
Bagdat
2015
Source: Cushman & Wakefield
Bank Exchange
Office
9%
GiftHobbyToys
2%
Home
Furniture,
Decoration
1%
Vacant
6%
Others
0%
ApparelShoes-Bags
54%
F&B
18%
Accessories -CosmeticsWatches-Optician
3%
by numbers
National
30
7,000
25
6,000
20
5,000
4,000
15
3,000
10
2,000
5
1,000
0
0
2014
Take-up (sqm)
2015
Take-up (number)
Source: Cushman & Wakefield
Vacant
5%
Others
1%
Pharmacy
1%
Telecommun
ication
1%
Bank Exchange
Office
17%
ApparelShoes-Bags
45%
Books-MusicGift-Hobby-Toys
2%
Culture & Art
1%
Home
Furniture,
Decoration
4%
F&B
12%
Accessories -CosmeticsWatches-Optician
11%
Source: Cushman & Wakefield
by numbers
National
Luxury
Mass
by numbers
50
6,000
48
5,000
46
4,000
44
3,000
42
2,000
40
1,000
0
38
2014
Take-up (sqm)
2015
Take-up (number)
Source: Cushman & Wakefield
Pharmacy
0%
ApparelShoes-Bags
45%
Bank Exchange
Office
15%
Telecommunic
ation
1%
BooksMusic-GiftHobbyToys
2%
Cultu
re &
Art
0%
F&B
12%
Accessories CosmeticsWatchesOptician
5%
Home
Furniture,
Decoration
4%
by numbers
National
Luxury
Mass
by numbers
10
38
6,000
5,000
37
4,000
3,000
36
2,000
1,000
0
35
2014
Take-up (sqm)
2015
Take-up (number)
Source: Cushman & Wakefield
11
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Urban renewals are also the main driver in creating new retail
hotspots in traditionally highly penetrated central high streets
with yet little international retailer presence. National retailers are
aggressively expanding in these secondary high streets already
and will continue to do so in the future.
Take-up volumes increased on the back of relocations and small
stores changing hand. Changes mainly happened in the <200
sq.m and even more so in the <50 sq.m category. Istiklal stands
out as the most active street with considerably higher take-up
both in terms of size and number compared to last year.
The high street market is witnessing a lot of change currently and
trends apart from urban renewals indicate that the strongest
brands are determined to strengthen their presence and
increase their market shares in this period of change. On the
other hand many other retailers are forced to re-think their store
portfolios which leads them to consolidate and make more
efficient use of space.
13
Torul Gnden
Tura Gnden
Managing Partner
Managing Partner
Director, Research
togrul.gonden@cushwake.com
tugra.gonden@cushwake.com
dilek.pekdemir@cushwake.com
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