Mavi Giyim Sanayi ve Ticaret (MAVI) Investor presentation summary

Strategic brand positioning and growth

• Denim-centric lifestyle brand with strong focus on quality, sustainability, and customer experience, supported by innovative collaborations and a robust omnichannel presence.

• Extensive retail network in Turkey with 411 mono-brand stores and international expansion to 64 mono-brand stores and ~4,000 points of sale globally.

• Best-in-class loyalty program with 5.7 million active members and over 1.3 million new customers acquired in 2023, primarily under age 35.

• Multi-pillar growth strategy in Turkey includes physical store expansion, online sales growth, and continuous new customer acquisition.

• Brand awareness at 70% in Turkey, with a 21% jeans market share and strong engagement through celebrity campaigns and influencer collaborations.

Product innovation and customer engagement

• Product portfolio spans denim, lifestyle apparel, and accessories for men and women, minimizing fashion risk and seasonality.

• Innovative collections such as Mavi 100, All Blue, and collaborations with artists and brands target new and young customers.

• Omnichannel initiatives include in-store sales of online inventory, 2-hour delivery in major cities, and scalable e-commerce platforms.

• Digitalization and CRM investments drive personalized marketing, customer segmentation, and data-driven decision-making.

• Customer experience projects and enhanced service models improve shopping satisfaction and inclusivity.

Sustainability and social responsibility

• All Blue sustainability strategy focuses on people, community, planet, and denim, with targets for a fully inclusive value chain by 2030 and climate positivity by 2050.

• 60% female employment, 53% female manager ratio, and 35% C-level female executives; strong commitment to diversity and gender equality.

• 56% of cotton in denim sourced sustainably; sustainable All Blue products make up 25% of total revenue and 51% of denim sales.

• 98% of electricity from renewable sources, 71% reduction in Scope 1+2 GHG emissions since 2019, and robust supplier compliance audits.

• Social investment programs reached over 15 million digital engagements and 1 million people annually, with a focus on women's empowerment and youth.