A couple of weeks ago I came back from my trip to Istanbul. I spent a week of great vacation there, exploring this wonderful city and its historical monuments. Apart from that, I (of course!) had to check the local brands, preferably funky and innovative ones. Prior to going to Turkey, I'd asked my friends, as well as posted questions on various social networks (notably asmallworld and LinkedIn), asking to suggest some funky Turkish brands for me to check out. Believe it or not, pretty much all answers had to do with something called T-box.
Having learned that T-box's main point of differentiation is packaging, or, rather, its size (you can buy your T-shirt wrapped in a tiny bag size of a matchbox), and having the impression that I'd certainly bump into a T-box shop somewhere in the city, I didn't even bother to note down any exact addresses. It turned out though that it wasn't easily findable, and it took me about 4 days before I bumped into it on the main shopping street of Istanbul. Unfortunately, the shop was closed -- on a Tuesday afternoon -- because at that time it served as a venue for some PR event of sorts. So, i didn't get to have a close look at those tiny packages.
And it's a pity. Because T-box, launched in 2003 in Turkey, has quickly expanded abroad, and currently has about 5000 stores on 4 continents. The whole concept is based on squeezing normal size clothes into abnormally tiny boxes, cone-shaped packages and purses. Apparently, it's the only Turkish brand which never has to lower its prices during sales seasons.
Do you know any other business idea based almost entirely on innovative packaging? Post a comment!