{"id":1790,"date":"2016-12-19T14:47:39","date_gmt":"2016-12-19T12:47:39","guid":{"rendered":"http:\/\/markahikayecisi.com\/?p=1790"},"modified":"2016-12-19T14:47:39","modified_gmt":"2016-12-19T12:47:39","slug":"2016-bitsin-mi-artik","status":"publish","type":"post","link":"https:\/\/markahikayecisi.com\/?p=1790","title":{"rendered":"2016 Bitsin Mi Art\u0131k?"},"content":{"rendered":"

Kabul edelim; her t\u00fcrl\u00fc zor, demoralize edici, umut k\u0131r\u0131c\u0131 ve bir o kadar da h\u0131zl\u0131 bir sene ge\u00e7irdik. T\u00fcm bu olumsuz durum d\u00fcnya \u00e7ap\u0131nda insan psikolojisini, sosyolojik olgular\u0131, ekonomik \u015fartlar\u0131 \u015fekillendirdi. Sahi Trump\u2019\u0131n se\u00e7ilmesinden, Brexit karar\u0131na, T\u00fcrkiye\u2019de darbe giri\u015fiminden, \u00e7\u0131\u011f\u0131r\u0131ndan \u00e7\u0131kan Suriye dram\u0131na her \u015fey mi ayn\u0131 seneye denk geldi?! Peki heyecanla bekledi\u011fimiz 2017 yoksa 2016\u2019ya bak\u0131p bak\u0131p imrenmemize yol a\u00e7acak bir sene mi? Geldi\u011fine sevinecek bir yan aray\u0131p da bir t\u00fcrl\u00fc bulamad\u0131\u011f\u0131m\u0131z, i\u00e7imize sindiremedi\u011fimiz uzak bir akraban\u0131n temelli ziyareti gibi… Bu sene olumsuzluklar hep olumsuzluklar\u0131 besledi. E ne de olsa hayat merkezinde insan\u0131 bar\u0131nd\u0131ran bir \u2018zincirleme reaksiyon\u2019 de\u011fil mi? Moda sekt\u00f6r\u00fc de ileride 2016 y\u0131l\u0131n\u0131 kara listede an\u0131msayacak, 2016\u2019n\u0131n rakamlar\u0131n\u0131 bir daha g\u00f6rmemeyi dileyecekti…
\n<\/strong>
\n2016\u2019n\u0131n moda sekt\u00f6r\u00fc a\u00e7\u0131s\u0131ndan nas\u0131l ge\u00e7ti\u011fini anlatmak, anlamak i\u00e7in yazmak isterim. B\u00fct\u00fcn markalar\u0131n eninde sonunda para kazanmak i\u00e7in bu sekt\u00f6rde oyuncu olduklar\u0131n\u0131n alt\u0131n\u0131 bir defa daha \u00e7izerek… \u00c7\u00fcnk\u00fc y\u00fckselen trendler, milyonlarca dolarla ba\u011flanan \u2018marka y\u00fczleri\u2019, kampanyalar, yeni ileti\u015fim modelleri hep ayn\u0131 amaca hizmet etmek i\u00e7in var. Para kazanmak…<\/p>\n

D\u00fcnyada Moda Sekt\u00f6r\u00fc 2016 \u0130lkbahar-Yaz Sonbahar-K\u0131\u015f:<\/u><\/p>\n

McKinsey\u2019in yapt\u0131\u011f\u0131 ara\u015ft\u0131rma d\u00fcnyada moda sekt\u00f6r\u00fcn\u00fcn $2.4trilyon bir b\u00fcy\u00fckl\u00fckte<\/strong> oldu\u011funu ortaya koydu. Bu, d\u00fcnyan\u0131n 7. b\u00fcy\u00fck ekonomisine denk gelen bir hacim.<\/strong> Ve tamamlanmas\u0131na g\u00fcnler kala moda sekt\u00f6r\u00fcn\u00fcn 2016 y\u0131l\u0131n\u0131 %2 ila %2.5 bir b\u00fcy\u00fcme ile kapataca\u011f\u0131 konu\u015fulur oldu. Bu ise 2009\u2019daki Mortgage Krizi d\u00f6neminden beri sekt\u00f6r\u00fcn g\u00f6rd\u00fc\u011f\u00fc en k\u00f6t\u00fc y\u0131l demek. Sadece T\u00fcrkiye de\u011fil, t\u00fcm d\u00fcnya i\u00e7in. \u00d6yle bir ge\u00e7ti ki bu sene, \u20182016\u2019i nas\u0131l tarif edersiniz?\u2019 diye farkl\u0131 kitlelere hitap eden b\u00fcy\u00fck markalara soruldu\u011funda cevap hep \u015f\u00f6yle geldi; \u2018zorlay\u0131c\u0131, \u00f6n\u00fcm\u00fcz\u00fc g\u00f6rmedi\u011fimiz, tatminsiz bi\"\"<\/a>r y\u0131l\u2019. <\/strong><\/p>\n

2016\u2019da d\u00fc\u015fen rakamlara kar\u015f\u0131n y\u00fckselen tek bir \u015fey varsa, o da t\u00fcketici bilinci idi. <\/strong>Yine McKinsey\u2019in ara\u015ft\u0131rmas\u0131na g\u00f6re t\u00fcketici art\u0131k daha fazla ara\u015ft\u0131rma yap\u0131yor. Bilmeden, iyice anlamadan, alternatif g\u00f6rmeden karar vermiyor. Ve \u00f6zellikle sosyal medya arac\u0131l\u0131\u011f\u0131 ile \u00e7ok daha fazla se\u00e7enek de\u011ferlendiriyor, marka tan\u0131yor, fiyat biliyor…<\/p>\n

D\u00fcnya genelinde rakamlara bak\u0131ld\u0131\u011f\u0131nda 2016 verimsizli\u011finin en \u00e7ok l\u00fcks moda markalar\u0131 ile Topshop, Zara gibi mass markalar\u0131 vurdu\u011funu g\u00f6rmek de bir hayli \u015fa\u015f\u0131rt\u0131c\u0131 bence. <\/strong>Yani orta seviyelerde kendini konumlam\u0131\u015f markalar bir \u015fekilde daha h\u0131zl\u0131 b\u00fcy\u00fcme g\u00f6sterebilmi\u015f. Genelde g\u00f6zlemlenenin tam tersi…! Ya konu cevap aramaya geldi\u011finde… Hadi bizdeki nedenleri az \u00e7ok s\u0131ralayabiliyoruz (o k\u0131sma birazdan gelece\u011fim) da d\u00fcnyada neden bu kadar \u2018kuru\u2019 ge\u00e7ti bu sene?\"\"<\/a><\/p>\n

Neden B\u00f6yle?<\/u><\/p>\n

\u0130lk konu elbette g\u00fcvenlik konusundaki tedirginlik<\/strong>. Nihayetinde Br\u00fcksel havaliman\u0131nda dahi bombalar\u0131n patlad\u0131\u011f\u0131 bir seneden bahsediyoruz. G\u00fcvenli hissetme endi\u015fesi, artan g\u00f6\u00e7 ve ter\u00f6r tehdidi turizmi baltalarken beraberinde al\u0131\u015fveri\u015f halet-i ruhiyesinden de \u00e7\u0131kar\u0131yor insan\u0131.. Almay\u0131 d\u00fc\u015f\u00fcnememeyi ge\u00e7tim, almay\u0131 anlams\u0131z buldu\u011fumuz bir d\u00f6nemden ge\u00e7iyoruz<\/strong>. Markalar i\u00e7in daha b\u00fcy\u00fck bir tehdit, daha zorlay\u0131c\u0131 bir \u2018challange\u2019 olabilir mi? Bir de \u00fczerine \u00c7in\u2019deki beklenenin alt\u0131 b\u00fcy\u00fcme emareleri, Brexit \u00e7ilesi, Trump\u2019\u0131n se\u00e7ilmesi, d\u00fcnyada genel GDP b\u00fcy\u00fcme endeksinin iyi seyretmemesi gibi etkiler<\/strong>i dizince tablo iyice karar\u0131yor.<\/p>\n

Peki markalar nas\u0131l yakla\u015ft\u0131lar bu sene konuya?<\/u><\/p>\n

\"\"<\/a>Dedim ya senenin en belirgin karakteristi\u011fi \u2018belirsiz\u2019 olmas\u0131 idi… Tam d\u00fczeliyor derken rakamlar bir haberle tepetaklak oldu. Tam umudu kesmi\u015fken d\u00fczelme e\u011filimi g\u00f6sterdi. \u00d6ylesine karmakar\u0131\u015f\u0131k, kaos dolu bir sene… Ancak art\u0131k ezberledi\u011fimiz ki\u015fiselle\u015ftirme ve i\u015fbirli\u011fi trendlerinin d\u0131\u015f\u0131nda bu sene ba\u015fka bir \u015fey daha oldu. D\u00fcnya h\u0131zla kutupla\u015fmaya do\u011fru giderken, Trump Amerika\u2019daki Meksikal\u0131lar\u0131, Esad kendi halk\u0131ndaki S\u00fcnnileri \u00f6tekile\u015ftirirken, \u0130ngiltere kendini Avrupa Birli\u011fi\u2019nden ayr\u0131 g\u00f6r\u00fcp s\u0131y\u0131rma karar\u0131 al\u0131r, T\u00fcrkiye paralel yap\u0131lanma ile \u2018siz-biz\u2019 noktas\u0131na kendini darbe ile kar\u015f\u0131 kar\u015f\u0131ya bulurken moda markalar\u0131 buna tam z\u0131t bir tav\u0131r sergiledi. Moda kendi alan\u0131nda demokratikle\u015fti. Sekt\u00f6r oyuncular\u0131 \u00f6yle ad\u0131mlar att\u0131 ki b\u00fct\u00fcnc\u00fcl bir yakla\u015f\u0131mla, t\u00fcm kesimleri kucaklamaya ant i\u00e7mi\u015f gibi.. <\/strong><\/p>\n

Zara ge\u00e7ti\u011fimiz mart ay\u0131nda ilk \u2018cinsiyetsiz (genderless)\u2019 koleksiyonunu ma\u011fazalara yerle\u015ftirdi. \"\"<\/a>Amerikan Covergirl dergisi ilk defa bir erke\u011fi kapa\u011f\u0131na ta\u015f\u0131d\u0131. Makyaj devi M.A.C. i\u015fbirli\u011fi i\u00e7in partner olarak kendine cinsiyet de\u011fi\u015ftiren Caitlyn Jenner\u2019\u0131 se\u00e7ti. Uniqlo ve Dolce&Gabbana M\u00fcsl\u00fcman kad\u0131nlara \u00f6zel koleksiyonlar tasarlad\u0131. Net-a-Porter Ramazan Bayram\u0131 al\u0131\u015fveri\u015fi i\u00e7in \u00f6zel b\u00f6l\u00fcm \"\"<\/a>haz\u0131rlad\u0131… Tabi bu kucaklaman\u0131n alt\u0131nda salt sevgi tomurcuklar\u0131 de\u011fil, ciro yaratabilecek bakir kaynak alanlar\u0131na olan i\u015ftah\u0131 da aramak gerekli. Dedim ya, her \u015fey tamamen \u2018duygusal\u2019 (!)<\/p>\n

T\u00fcrkiye\u2019de Moda 2016:<\/u><\/p>\n

D\u00fcnyan\u0131n ruh halinden hi\u00e7 etkilenmeyecek bir kopuklukta olsayd\u0131 dahi, T\u00fcrkiye\u2019nin kendi i\u00e7 psikolojisi 2016 moda sekt\u00f6r\u00fcn\u00fcn k\u00f6t\u00fc ge\u00e7mesi i\u00e7in yeterdi.<\/strong> Art\u0131k g\u00fcnl\u00fck ya\u015fam\u0131m\u0131z\u0131n i\u00e7inde hissetti\u011fimiz bombalardan m\u0131 bahsedelim, de\u011feri eridik\u00e7e eriyen T\u00fcrk Liras\u0131\u2019ndan m\u0131, \u00fclkenin turistten ar\u0131nm\u0131\u015f kimli\u011finden mi bahsedelim (yaz ortas\u0131na kadar 1 tane Rus turist dahi <\/a>a\u011f\u0131rlayamad\u0131\u011f\u0131m\u0131z sene bu sene idi), ya\u015fad\u0131\u011f\u0131m\u0131z darbe giri\u015fimi kabusundan m\u0131… Al\u0131\u015fveri\u015fin psikoloji ile ne kadar ilintili oldu\u011funu d\u00fc\u015f\u00fcn\u00fcnce bunlar\u0131n tek bir tanesi bile \u2018daha az almak\u2019 i\u00e7in ba\u015fl\u0131 ba\u015f\u0131na sebep. 2016\u2019da C&A T\u00fcrkiye\u2019den \u00e7\u0131k\u0131\u015f yapt\u0131. Burberry Suadiye\u2019deki dev ma\u011fazas\u0131n\u0131 kapatt\u0131. Mango bir\u00e7ok yerde ma\u011faza kapama haz\u0131rl\u0131\u011f\u0131na ba\u015flad\u0131… Wepublic ve DSquared gibi pazara yeni giren oyuncular da vard\u0131 ama onlar da moralleri y\u00fcksek tutmaya yetmedi.<\/p>\n

T\u00fcrkiye\u2019de ilgin\u00e7 bir \u015fekilde bu senenin en h\u0131zl\u0131 b\u00fcy\u00fcyen moda kategorisi erkek giyimde ger\u00e7ekle\u015fti.<\/strong> Art\u0131k k\u0131rm\u0131z\u0131 pantolonlara, puantiyeli ceketlere ve aksesuar\u0131 bol giyim \u015fekillerine iyice al\u0131\u015fan T\u00fcrk erke\u011fi kendini \u2018tarz\u2019 hissedebilmek i\u00e7in eskisine nazaran daha fazla al\u0131r hale geldi…<\/p>\n

Yerli Mal\u0131 Yurdun Mal\u0131:<\/u><\/p>\n

\"\"<\/a>Moda sekt\u00f6r\u00fc s\u00f6z konusu oldu\u011funda T\u00fcrkiye zaten a\u011f\u0131rl\u0131kl\u0131 olarak yerli \u00fcretim ve t\u00fcketimden beslenen bir \u00fclke. LC Waikiki, Koton, Ki\u011f\u0131l\u0131… Bu markalar T\u00fcrkiye moda piyasas\u0131n\u0131n en b\u00fcy\u00fck ger\u00e7e\u011fi. Peki T\u00fcrkiye\u2019de filizlenerek 2016\u2019da tavan yapan en yeni trend neydi? Yan\u0131t i\u00e7in biraz etraf\u0131n\u0131zdaki ki\u015fileri inceleyin derim. Balenciaga \u00e7antalar yerine Mehry Mu\u2019lar\u0131 koluna tak\u0131p gezenler az m\u0131? Herm\u00e9s yerine Rumisu bir e\u015farb\u0131 boynuna ili\u015ftirenler, bikinisini Lily&Rose, tak\u0131lar\u0131n\u0131 Bee Goddess\u2019tan tercih edenler?? T\u00fcrkiye\u2019de art\u0131k her kesimden insan T\u00fcrk markalar\u0131n\u0131 daha \u00e7ok tercih eder oldu.<\/strong> \u00c7\u00fcnk\u00fc konjonkt\u00fcre ra\u011fmen T\u00fcrkiye\u2019de tasar\u0131m ve markala\u015fma son d\u00f6nemlerde olduk\u00e7a sa\u011flam ilerledi. Bu da T\u00fcrk \u00fcr\u00fcnleri i\u00e7in pazar\u0131n b\u00fcy\u00fcmesine sebebiyet verdi.<\/p>\n

Ya 2017:<\/u><\/p>\n

Yap\u0131lan ara\u015ft\u0131rmalar bulutlar\u0131n az da olsa da\u011f\u0131laca\u011f\u0131na, moda sekt\u00f6r\u00fcn\u00fcn nefes alacak aral\u0131klar \"\"<\/a>
\nbulaca\u011f\u0131na i\u015faret ediyor. Dijitalle\u015fen sistemin, de\u011fi\u015fen ileti\u015fim modellerinin (Instagram\u2019dan direk al\u0131\u015fveri\u015f etme d\u00f6nemi ba\u015flamak \u00fczere) ve daha da yayg\u0131nla\u015facak e-ticaret al\u0131\u015fkanl\u0131\u011f\u0131n\u0131n bulutlar\u0131n da\u011f\u0131lmas\u0131na en b\u00fcy\u00fck etken olaca\u011f\u0131 konu\u015fuluyor.<\/p>\n

L\u00fcks moda evleri i\u00e7in ise ferahlaman\u0131n en \u00e7ok \u00fczerinde durulan yolu \u2018see now, buy now\u2019 olarak tasvir edilen yeni model. Yani defile ger\u00e7ekle\u015fir ger\u00e7ekle\u015fmez podyumdaki k\u0131yafetlerin sat\u0131\u015fa sunulabilir k\u0131vamda olmas\u0131. Ge\u00e7ti\u011fimiz sene Tom Ford, Burberry, Tommy Hilfiger ve Ralph Lauren gibi markalar bu yeni d\u00fczene destek verdiklerini, ve hatta ba\u015f d\u00f6nd\u00fcr\u00fcc\u00fc h\u0131zla ilerleyen moda d\u00fcnyas\u0131nda rekabet edebilmek i\u00e7in bunun tek \u00e7\u0131kar yol oldu\u011funu d\u00fc\u015f\u00fcnd\u00fcklerini a\u00e7\u0131klam\u0131\u015flard\u0131.\"\"<\/a><\/p>\n

Ancak g\u00f6r\u00fcnen o ki, hangi marka nas\u0131l bir yolu belirlerse belirlesin toparlanman\u0131n markalar\u0131n \u00e7abas\u0131ndan \u00e7ok daha fazlas\u0131n\u0131 gerektirece\u011fi ger\u00e7ek. \u00c7\u00fcnk\u00fc al\u0131\u015fveri\u015f iste\u011fi kam\u00e7\u0131lanmadan, huzur olmadan, cepte yeterli para bulunmadan, bir \u015feyi be\u011fenmek i\u00e7in dahi evden \u00e7\u0131kacak keyif hissedilmeden, markalar ne yapsa delik bir havuzu doldurmaya u\u011fra\u015fmak gibi olur.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Kabul edelim; her t\u00fcrl\u00fc zor, demoralize edici, umut k\u0131r\u0131c\u0131 ve bir o kadar da h\u0131zl\u0131 bir…<\/p>","protected":false},"author":1,"featured_media":1791,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[4,168],"tags":[790,792,10,403,68,791,417,415],"location":[],"yoast_head":"\n2016 Bitsin Mi Art\u0131k? - MarkaHikayecisi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/markahikayecisi.com\/?p=1790\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2016 Bitsin Mi Art\u0131k? - MarkaHikayecisi\" \/>\n<meta property=\"og:description\" content=\"Kabul edelim; her t\u00fcrl\u00fc zor, demoralize edici, umut k\u0131r\u0131c\u0131 ve bir o kadar da h\u0131zl\u0131 bir...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markahikayecisi.com\/?p=1790\" \/>\n<meta property=\"og:site_name\" content=\"MarkaHikayecisi\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-19T12:47:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/markahikayecisi.com\/wp-content\/uploads\/2016\/12\/article_large_spottheshoppe.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"630\" \/>\n\t<meta property=\"og:image:height\" content=\"390\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Beg\u00fcm\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Yazan:\" \/>\n\t<meta name=\"twitter:data1\" content=\"Beg\u00fcm\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tahmini okuma s\u00fcresi\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 dakika\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/markahikayecisi.com\/?p=1790\",\"url\":\"https:\/\/markahikayecisi.com\/?p=1790\",\"name\":\"2016 Bitsin Mi Art\u0131k? 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