LyrArc Article Gist
Corio NV, a Dutch shopping centres company, has invested 600 million euros in Turkey after entering that market in 2005, with a strategy of introducing modern shopping centres to Turkish consumers. It has concentrated on secondary locations outside of Ankara and Istanbul, and encountered different cultural pattern of consumers there; with Turkish women in these cities not doing much driving, and mostly male shoppers. And women in these secondary cities do not buy the same forward fashion as women in Istanbul or Ankara. The Turkish real estate market and the economy is also relatively weak, and Corio is expected to take a loss of 15% on its investments since 2005, according to analysts. This also shows how markets in the bigger cities in emerging markets do not reflect life in the secondary cities. And competition is already intense in the bigger cities. Corio had to provide transportation to help women get to the malls.