Turkish shoppers are buying more designer clothing online than ever before, with online retailers such as e-commerce website Shoejoint leading the way.
More than half of Turkish shoppers now visit online retailers to buy clothing, up from 36 per cent in 2014, according to the research company Zebat.
The trend has seen demand for designer clothes soar in recent years, especially after the Brexit vote in June.
The country has seen a surge in fashion-conscious shoppers, with many opting for designer goods such as clothes made by Turkish designers like Burak Kara, who has a studio in Istanbul.
The number of online shoppers for fashion products has risen by more than a quarter in the past five years, according the research firm Zebot.
Turkish fashion is particularly popular among the youth and students.
Many of them use online platforms such as Zebo, which is owned by a group of young designers, to shop and compare the prices of items.
Some experts say the online shopping phenomenon is partly driven by the fact that the economy is still recovering from the economic crisis that began in 2008.
The Turkish government has been stepping up efforts to boost the economy through economic policies such as tax breaks, tax breaks for the construction sector and job creation, said Ali Ece, an associate professor of finance at the University of Istanbul.
Many Turks, however, argue that online shopping is an economic drain, with more than 90 per cent of the country’s annual online shopping transactions occurring in the first place.
Ece, however – who also researches consumer behaviour – said the online industry is becoming more mainstream.
“Online shopping is a growing phenomenon, but it has become a big part of the economy,” he said.
“It is a part of all businesses, especially in the construction and construction-related industries.”
However, there is a limit to what online shopping can achieve for consumers.
For one, many of the online retailers, including Zebojoint, only stock clothing that they personally sell, not as part of a wider catalogue.
According to Ece and other experts, online retailers do not offer a variety of products to suit every taste.
In addition, online shoppers often have no idea what items they will be purchasing and therefore have no way of comparing the prices online.
The result is that, unlike with brick-and-mortar retailers, online shopping also lacks an accurate and transparent comparison of prices.
This means that many online retailers are not able to make a profit.