Altınyıldız Classics Reached 8% Digital Shelf Share in Women’s T-Shirts in Its First Month

While analyzing shopper reviews for its men’s basic products with Dot Insights AI Agent, Altınyıldız Classics uncovered an unexpected behavior: female shoppers were purchasing these products for themselves.

The increase in reviews from female shoppers, particularly influenced by Meriç Keskin, signaled an opportunity to reach a new audience and expand into a new category.

Altınyıldız Classics turned this signal into action and launched a new women’s product line in July 2026. In the first month, its women’s t-shirts climbed to 12th and 18th place among best sellers, while the brand achieved an 8% share of the top 24 digital shelf.

Challenge

Altınyıldız Classics’ men’s basic products were beginning to attract shoppers beyond their original target audience.

Analysis of shopper reviews revealed that:

• Female shoppers were purchasing men’s basic products for themselves
• The volume of reviews from female shoppers was increasing
• The Meriç Keskin effect further amplified the visibility of this behavior
• These review signals pointed to a potential new audience and category opportunity

The opportunity was to determine whether this behavior represented more than a temporary trend and turn real shopper signals into a new product development opportunity.

Action (Solution Process)

Altınyıldız Classics used Dot Insights AI Agent to monitor shopper reviews and analyze the purchase motivations and expectations behind this emerging female audience.

Based on these insights:

• Female shoppers’ interest in men’s basic products was tracked
• Purchase motivations and barriers emerging from reviews were identified
• These insights were incorporated into the product development process
• A new women’s product line was launched in July 2026
• Purchase barriers identified in reviews were incorporated into the product content strategy
• Topics highlighted in Meriç Keskin’s negative feedback were proactively addressed in the new product content

The strategy was to use reviews not only to evaluate existing product performance, but also to detect emerging audiences and translate behavioral signals into new product opportunities.

Results

Following the launch of the new women’s product line:

• Women’s t-shirts reached 12th and 18th place among best sellers in the first month
• Altınyıldız Classics achieved an 8% share of the top 24 digital shelf
• Shopper behavior first detected in men’s basics was transformed into a new category opportunity
• Purchase barriers identified through reviews were incorporated into new product content
• The brand entered the women’s category based on validated shopper behavior

Altınyıldız Classics used shopper reviews not only to improve existing products, but to discover a new audience and inform new product development. With Dot Insights, an emerging behavioral signal became a tangible new category and growth opportunity.

Source: Dot Insights, Product Review & Question Analysis, Trendyol & Hepsiburada, Altınyıldız Classics.