Foreign trade development of a brand: LC Waikiki case study(Competitiveness, productivity and brand role of profitability in rise)

Our textile and ready-to-wear industry is one of the major locomotive sectors that provide foreign trade surplus and provide employment and create added value. In the study, the foreign trade development of LC Waikiki, the leader and market maker of Turkish textile and apparel sector has been discussed. In the foreign trade strategies of the firms in international trade, country selection, store distribution, supplier selection method, export, productivity and profitability are important. Effective management of supply chains provides competitive advantage. After 2008, occurred developments in foreign trade, in garment industry in Turkey, are significantly important. In the study, the impact of this situation on the textile and apparel retailer company, which is considered as an example, is discussed. Important changes in the legislation regarding textile foreign trade have affected the firms in the sector. Multiple modes of transport, company's domestic and foreign competitors are mentioned. The added value of the Inward Processing Regime and its practices in the firm, the importance of the supply chain are mentioned. By the general condition of the apparel sector in Turkey and Porter's Five Forces Analysis, the appearance of the subject company has been examined. The importance of digitalization, e-export and e-commerce is well defined. Key performance indicators of all companies guide to their future provisions. By the research questionnaire, the situation of the company as a result of the foreign trade and the suggestions are given. The purpose of the study is to develop solutions and strategies to gain competitive to be a leader in the procurement and export of finished products through importation of LC Waikiki company in Turkey. Thus, LC WAIKIKI's leading position in the world in terms of foreign trade and in terms of competition would have been created and the key model that will be the answer of the questions "what should be the strategies ?" will be generated. Additionally, it is aimed to guide the related industry. Keywords: Foreign Trade, Supply Chain, Import, Export, Textile and Ready-Made Garment Industry, Porter's Five Powers Model, Digitalization, Key Performance Indicators, Development.