Koton/Yılmaz: Generation Z Born Between 2000-2016 Holds a Spending Potential of $316 Billion Annually

In a pioneering Entrepreneurship Course initiated by Istanbul Okan University, Gülden Yılmaz, the Founding Partner of Koton, guest lectured to the students. Yılmaz shared her story of entering the clothing industry and the experiences she gained in her professional life.

Yılmaz stated that due to the declining fertility rate in Turkey, the country has now entered the category of very old nations, with a rising number of individuals living alone. She noted that sales strategies are developed in response to such changing consumer needs. "According to research, the Generation Z cohort born between 2000 and 2016 has a spending potential of $316 billion annually. They are influenced by social media influencers when shopping. A study conducted in the U.S. found that 49% of cosmetic consumers are under the age of 14. They prioritize permanence and sustainability, steering towards vegan and sustainable products. Additionally, there is a new group emerging known as teens (ages 13-18). We analyze trends within the company. We could launch a new brand for teens," she said.

Yılmaz offered her advice to young people, stating, "There is no such thing as impossible. Accumulate your competencies. Be curious. Question things. Be good and careful observers. Dream. Conduct risk analysis. Focus on what interests you. Motivate yourself. Don't lose your determination."

Emphasizing the importance of stepping outside one's comfort zone for entrepreneurship, Yılmaz recalled, "When I was 21 and my husband was 24, we dreamed of Koton. In the end, we succeeded. You must think differently and step outside of ordinary thoughts."

At the end of her talk, Gülden Yılmaz answered questions from the students of Istanbul Okan University.