LC Waikiki entered the Turkish ready-made clothing market in 1991 and quickly became well-known for children's wear. In 1995, it established a design team and started marketing adult clothing. It was not long before LC Waikiki, which pioneered the "casual" look in adult fashion, became just as successful in clothing for adults as it had been in children's wear.
In 2006, 61% of the turnover of the company came from the adult group and 39% came from the children group and each season, the company increases its market share in the adult group.
Dynamism has become an imperative within the ready-made clothing market, where competition is constantly rising and global trends are always changing. LC Waikiki places great importance on "product management" and "design" as it attempts to maintain itself as a universal brand. One of the ways in which it tries to improve its position is through supporting its Product Management and Design Groups with investment in R&D, education and human resources. LC Waikiki brings to its customers a global perspective combined with an integrated approach towards fashion and quality.
For LC Waikiki, quality and affordability are the most significant components of its products. Its brand strategy is: "Everyone has the right to follow fashion and dress well." This strategy, along with its integrated manufacturing facilities, enables LC Waikiki to attain the highest levels of productivity. Accordingly, it has been successful in offering an attainable sense of fashion, a broad range of products, collections that are continually renewed and the world of fashion, all at affordable prices.