University of Westminster

Solution of LC Waikiki for Unemployment
During the pandemic, LC Waikiki changed his mission, "everybody deserves to dress well," to a new mission, "everyone has the right to be good." LC Waikiki has been a great help in mask production in the fight against the pandemic. Without any profit, LC Waikiki took all the necessary measures and produced 40 million masks a week and delivered them to the right places. From the day the “everyone has the right to be good” mission was set, LC Waikiki fashion has used every opportunity to achieve healthy days together as a retail brand. LC Waikiki, which provided 2.5 million masks free of charge to meet the need for masks since the epidemic began, has signed more than 100 contracts with businesses in need of masks and provided 10,000 jobs. LC Waikiki distributed the masks to the public with this post “From the bottom of our hearts, we thank our hundreds of producers and tens of thousands of devoted clothing workers, who have supported this mobilization. We believe with all our heart that we will survive these days since we are joining hands”. With these all actions, LC Waikiki helped to reduce unemployment in Turkey.
How can LC Waikiki survive during the pandemic?
Unlike its competitors, the LC Waikiki grew developed during the Pandemic. The main reason for this was that LC Waikiki had overseas branches. At that time, LC Waikiki continued to operate in more than 500 branches around the world. “We benefited from the highest efficiency from our stores abroad,” said Vahap Kupcuk, chairman of LC Waikiki, confirming the above statement. The pandemic has prompted the launch of new strategies for the international retail sector. LC Waikiki did the opposite when the US-based company GAP closed its store in Europe and H&M reduced the number of popular brand stores. As a result, they achieved the highest sales revenue. In detail, LC Waikiki, which opened its 1,000th store in the Ukrainian capital, Kyiv, has increased the number of stores abroad to 537. LC Waikiki has announced that it plans to increase the number of overseas branches to 550 by the end of 2020.
As mentioned earlier, LC Waikiki has developed a new strategy in the pandemic LCW Baby brand has opened new logos and stores for a new direction without the use of ready-made stores. The first store opened in Istanbul and LCW Baby brandy focused on underwear, home, and shoes. They tried to create all the comforts for babies’ and mothers by paying attention to detail in the products produced for babies. For example, baby pajamas are extended by 4 cm and developed self-stocking dresses and front buttoned pajamas. This allowed the mother to take off her clothes without waking the baby. Kucuk said they want to produce "the healthiest material for babies at functional and affordable prices." In addition to selling only clothing, LC Waikiki has announced plans to sell baby food in 2021. LC Waikiki has opened a new line of LCW Home stores for underwear and home categories as people spend more time at home during the pandemic. These were initially launched with 25 stores in Ukraine, Jordan, and Greece, and then in 20 more countries.

Reference list:

Al-Monitor: The Pulse of the Middle East. 2022. COVID-19 ravages Turkey’s vital clothing, tand extile industry. [online] Available at: [Accessed 9 April 2022].


Association, I., 2022. Turkish clothingthe and textile sector look towards a diversified client base beyond Covid-19. [online] Just Style. Available at: [Accessed 9 April 2022].

Corporate.lcwaikiki.com. 2022. [online] Available at: [Accessed 3 April 2022].

Corporate.lcwaikiki.com. 2022. [online] Available at: [Accessed 3 April 2022].


Corporate.lcwaikiki.com. 2022. [online] Available at: [Accessed 9 April 2022].


SABAH, D., 2022. Major Turkish clothing retailer LCW produces 40M masks weekly. [online] Daily Sabah. Available at: [Accessed 9 April 2022].