Company: LC Waikiki, Turkey
Nomination Submitted by: desiBel Agency
Company Description: Founded in 1988 and serving in Turkey since 1997, LC Waikiki dresses Turkey with its mission of "Everyone has the right to dress well" and its understanding of "accessible fashion". LC Waikiki, the leader of the ready-made clothing industry, provides services in 82 countries on 5 continents with more than 1200 stores and 55 thousand employees.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Diversity, Equity & Inclusion
 Nomination Title: Limitless
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 8, 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 133 words used.
According to the Disability Statistics Bulletin released by the Ministry of Family and Social Services; the number of disabled people in Turkey is 2 million 511 thousand 950. As LC Waikiki, we set out to meet the needs of this large audience and make their lives easier. In line with the principles of equality, inclusiveness and diversity, we launched the Limitless Collection and parallel awareness-raising activities to make disabled individuals visible in social life and to meet their clothing needs, in line with our vision of "Everyone Deserves to Dress Well".
With our Limitless Collection, we aimed to meet the needs of disabled individuals for dressing well while supporting them to increase their representation in society. We aimed for our collection to become a powerful platform to increase awareness and acceptance of disability. For this, we collaborated with Hamide Doğangün, a National Paralympic Athlete who overcame all obstacles and wrote her name in our sports history. With this partnership with our athlete, who is recognized and respected both nationally and internationally, we aimed to contribute to the wider adoption of inclusion in society.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 143 words used.
We constantly renew and update our LCW Limitless collection in line with the needs of disabled individuals. In the processes following the initial preparation of the collection, we are realizing new products and ideas within the scope of our project with the aim of continuing to remove the limits for disadvantaged individuals. On December 3, on the occasion of the International Day of Persons with Disabilities, the only shoes that can be purchased separately on the left and right soles were included in the collection. On March 21, Down Syndrome Awareness Day, we committed to include people with disabilities in all seasonal shoots of our collection and we started to put it into practice. In 2022, we launched LC Waikiki Limitless, Turkey's First Clothing Collection for People with Disabilities, and in 2023, we collaborated with successful National Paralympic Athlete Hamide Doğangün to support life without barriers and overcome social barriers on disability. Our collection, which strengthens the claim of "No Limits to Dreams" with Hamide, the Golden Girl of para-athletics, invites disabled individuals to participate more in life and the society to remove the obstacles in front of them. We continue our efforts to make the project sustainable and to raise awareness in the sector as well as in society.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 209 words used.
Developing a multi-channel communication strategy with special news studies, influencer collaborations, store applications, e-commerce advertisements, internal communication announcements and SM studies for the project announcement. An interview was organized with the first journalist Ayşe Arman and the alternative idea father Ömer Faruk Karakuş. On December 3, World Disability Day, the 2nd phase was announced by offering online sales that can be purchased separately for the left and right soles. On December 3, LC Waikiki exhibited its Unlimited collection in special areas to create distance between its stores. A press conference was organized in collaboration with Hamide Doğangün.
It reached a total of 6,820,925 accesses, including 4,520,062 in print in 2022 and 2023, 2,300,863 in online media, 59,400 likes and 1002 organic comments on social media. During the launch of the collection and the expansion of the collaboration with Hamide Doğangün, Journalist Ayşe Arman's Instagram posts reached 59,400 likes and 1002 organic comments, while the Bulletins served reached 6820,925 access with 29 printed and 144 online news. In the second stage, an interview was conducted with Neslişah Şatıroğlu in the Hürriyet newspaper. While a total of 41 online accesses were obtained, the print media access was 5,732.61 and the online access was 6,470.97. Our TV reflections reached 7,470.98 access. A press conference was organized in collaboration with Hamide Doğangün. These reflections reached 2,077,166 people.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 122 words used.
Ömer Faruk Karakuş, the idea father of LCW Limitless, Turkey's first collection for disabled people, and a disabled person himself, brought the issue of clothing solutions specific to the needs of disabled individuals to our agenda. For LC Waikiki, which positions its brand essence as 'feeling good by dressing well at an affordable price', LCW Limitless has become a project directly linked to the brand's own mission in a very short time from that moment on.
LCW Limitless, which we developed to make it easier for disadvantaged individuals to dress on their own and make them feel better in their daily lives, was designed with the insights of disabled individuals, focusing on the problems experienced during dressing, with each piece having different functional features. We named the collection LCW Limitless based on the idea of lifting the limits. In our collection, which we realized with the motto "If You Want, No Limits", we aimed to make disadvantaged individuals feel more self-confident with their clothes in daily life.
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