{"id":2201,"date":"2019-05-15T09:06:46","date_gmt":"2019-05-15T07:06:46","guid":{"rendered":"http:\/\/markahikayecisi.com\/?p=2201"},"modified":"2019-05-15T09:06:48","modified_gmt":"2019-05-15T07:06:48","slug":"seffaf-markalar-devrine-hosgeldiniz","status":"publish","type":"post","link":"https:\/\/markahikayecisi.com\/?p=2201","title":{"rendered":"\u015eeffaf Markalar Devrine Ho\u015fgeldiniz"},"content":{"rendered":"\n<p><em>K\u0131yafetlerinizi kim yap\u0131yor biliyor musunuz? Hay\u0131r markas\u0131n\u0131 sormuyorum. D\u00fc\u011fmesini kim dikiyor \u00f6rne\u011fin? \u0130li\u011fi kim a\u00e7\u0131yor? Kuponu kim kesiyor? Tezgahta dokuyan kim? Etiketine bakar nerede yap\u0131ld\u0131\u011f\u0131n\u0131 anlar\u0131m derseniz, bilin ki o da asl\u0131nda her zaman do\u011fru adresi g\u00f6stermiyor.<\/em><\/p>\n<p>\u00d6rne\u011fin elbisenizin tamam\u0131na yak\u0131n\u0131 Uzak Do\u011fu\u2019da bir \u00fclkede haz\u0131rland\u0131 ve fini\u015fi (mesela fermuar\u0131n\u0131n tak\u0131lmas\u0131) \u0130talya\u2019da m\u0131 yap\u0131ld\u0131 o k\u0131yafet pekala \u201cMade in Italy\u201d (\u0130talya\u2019da \u00fcretilmi\u015ftir) etkileriyle sat\u0131\u015fa sunulabiliyor. Daha a\u00e7\u0131k\u00e7a ifade etmek gerekirse,&nbsp;<strong>marka alg\u0131s\u0131na m\u00fcthi\u015f katk\u0131da bulunan \u00fcr\u00fcn\u00fcn yap\u0131ld\u0131\u011f\u0131 \u00fclke (country of origin) kavram\u0131 firmalar\u0131n kurgulad\u0131\u011f\u0131 t\u00fcrl\u00fc \u201csihirbazl\u0131k\u201d numaralar\u0131 ile ustaca \u00f6rt\u00fcl\u00fcyor. Buna kar\u015f\u0131l\u0131k t\u00fcketiciler ise elbiselerinin ger\u00e7ekten nerede yap\u0131ld\u0131\u011f\u0131 konusuna eskisinden \u00e7ok daha fazla ak\u0131l yorar durumda.&nbsp;<\/strong>\u00d6zellikle 2000 sonras\u0131 do\u011fumlu m\u00fc\u015fteri merak ediyor. Sorguluyor. Markadan do\u011fru bilgi istiyor. \u0130\u015fte bu talepler markalar\u0131n ister istemez daha \u015feffaf \u00fcretim politikalar\u0131 izlemesinin \u00f6n\u00fcn\u00fc a\u00e7\u0131yor.<\/p>\n<h2><strong>\u00dcretimle ilgili detayl\u0131 bilgiler etikete giriyor<\/strong><\/h2>\n<p>Ge\u00e7ti\u011fimiz haftalarda&nbsp;<strong>H&amp;M bu konuda \u00f6nemli bir ad\u0131m att\u0131<\/strong>. Bundan sonra her \u00fcr\u00fcnleri i\u00e7in websitelerinde \u00fcr\u00fcn\u00fcn \u00fcretildi\u011fi \u00fclke, fabrika, fabrikan\u0131n adresi, hatta o fabrikada ka\u00e7 ki\u015fi \u00e7al\u0131\u015ft\u0131\u011f\u0131na kadar t\u00fcm bilgileri payla\u015facaklar\u0131n\u0131 a\u00e7\u0131klad\u0131. Ayn\u0131 bilgilere ma\u011fazalardaki k\u0131yafetlere ili\u015ftirilen fiyat etiketlerinden de ula\u015f\u0131labilecek. H&amp;M aplikasyonu kullanarak oradaki kod scan edildi\u011fi takdirde t\u00fcm bu enformasyon g\u00f6r\u00fcn\u00fcr olacak.<\/p>\n<p>D\u00fcnya giyim pazar\u0131 toplam&nbsp;<strong>3 trilyon dolar b<\/strong><strong>\u00fcy\u00fckl\u00fc\u011fe<\/strong>&nbsp;sahip.&nbsp;<strong>300 milyondan fazla ki\u015fiye<\/strong>&nbsp;ekmek kazand\u0131r\u0131yor. Bunun i\u00e7erisinde ise&nbsp;<strong>kad\u0131nlar&nbsp;<\/strong><strong>\u00e7o\u011funlukta<\/strong>. \u0130lgin\u00e7 de\u011fil mi? Kad\u0131nlar\u0131n fazlal\u0131kta oldu\u011fu bir ekonomi alan\u0131. Hatta&nbsp;<strong>d\u00fcnya&nbsp;<\/strong><strong>\u00e7ap\u0131nda kad\u0131nlar\u0131n en fazla katk\u0131 yapt\u0131\u011f\u0131 ikinci ekonomi giyim ekonomisi<\/strong>. Hele ki T\u00fcrkiye gibi \u00fcretici \u00fclkelerde durum daha da fazla \u00f6nem kazan\u0131yor. K\u0131yafet haz\u0131rlamak eve katk\u0131 yapman\u0131n en \u00e7ok kabul g\u00f6ren yollar\u0131ndan biri haline geliyor. Ancak maalesef \u201ckonjonkt\u00fcr\u201d gere\u011fi&nbsp;<strong>k\u0131yafetlerin \u00fczerinde<\/strong>&nbsp;(ve ger\u00e7ek anlamda \u00fczerinde)&nbsp;<strong>en&nbsp;<\/strong><strong>\u00e7ok eme\u011fi olan bu kad\u0131nlar \u00fcr\u00fcn\u00fcn en az konu\u015fulan par<\/strong><strong>\u00e7as\u0131.<\/strong>&nbsp;\u00d6yle ki, s\u00f6z konusu \u00e7al\u0131\u015fan grubu i\u00e7in konu\u015fulmak dahi l\u00fcks bir tabir. Onlar adeta yokmu\u015f gibi giyim \u00e7ark\u0131n\u0131n en a\u011f\u0131r y\u00fck\u00fcn\u00fc s\u0131rtlan\u0131yor. Sizce de tezgah\u0131n ard\u0131ndaki bu kad\u0131nlar biraz ilgiyi hak etmiyor mu?<\/p>\n<p>\u0130\u015fte bu sebeple H&amp;M\u2019in att\u0131\u011f\u0131 ad\u0131m\u0131n \u00e7ok de\u011ferli oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. Yeterli mi? Hay\u0131r de\u011fil. Ama bir ba\u015flang\u0131\u00e7. \u00c7\u00fcnk\u00fc bu alandaki&nbsp;<strong>en b\u00fcy\u00fck sorumluluk markaya ait. Yani&nbsp;<\/strong><strong>\u00e7al\u0131\u015fanlar&nbsp;<\/strong><strong>\u00f6ncelikle hizmet verdikleri marka i<\/strong><strong>\u00e7inde g<\/strong><strong>\u00f6r\u00fcn\u00fcr olmal\u0131lar.<\/strong>&nbsp;Marka onlara iyi \u00e7al\u0131\u015fma \u015fartlar\u0131 sunmal\u0131. \u0130nsanca \u00e7al\u0131\u015fmal\u0131lar.<\/p>\n<p>Sonra onlar\u0131 \u00e7ark\u0131n i\u00e7erisinde g\u00f6r\u00fcn\u00fcr hale getirmeli. \u00d6rne\u011fin tasar\u0131mc\u0131 ekip bi\u00e7ip dikenlerle tan\u0131\u015ft\u0131r\u0131labilir. Elbiseyi olu\u015fturan iki kanad\u0131 bir araya getirmesinden bahsediyorum. \u0130leti\u015fimi artt\u0131rmas\u0131. \u00dcretimde \u00e7al\u0131\u015fan kad\u0131nlara belli konularda e\u011fitim vermesi. E\u011fitimin illa yapt\u0131klar\u0131 i\u015fle alakal\u0131 olmas\u0131 da \u015fart de\u011fil. Sonu\u00e7ta bu ki\u015filerin \u00e7o\u011funlu\u011fu evli ve \u00e7ocuk sahibi. Ev ekonomisi veya \u00e7ocuk yeti\u015ftirme bilinci de gayet tabi \u00fczerine e\u011fitim al\u0131nabilecek konular olabilir. Hatta \u00fcst y\u00f6netim i\u015finden memnun oldu\u011fu \u00fcreticileri merkeze, markan\u0131n farkl\u0131 ekipleri ile tan\u0131\u015fmaya da davet edebilir. B\u00f6ylece \u00e7al\u0131\u015fan\u0131na hem motivasyon hem de vizyon katar. Tabi maddi olarak \u00f6d\u00fcllendirmek de cabas\u0131!<\/p>\n<p>&#8230;&#8230;<\/p>\n<p>Makalenin t\u00fcm\u00fcn\u00fc okumak i\u00e7in <a href=\"http:\/\/www.marketingturkiye.com.tr\/koseyazilari\/seffaf-markalar-devrine-hos-geldiniz\/\" target=\"_blank\" rel=\"noopener noreferrer\">l\u00fctfen buraya t\u0131klay\u0131n\u0131z.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>K\u0131yafetlerinizi kim yap\u0131yor biliyor musunuz? Hay\u0131r markas\u0131n\u0131 sormuyorum. D\u00fc\u011fmesini kim dikiyor \u00f6rne\u011fin? \u0130li\u011fi kim a\u00e7\u0131yor? Kuponu&#8230;<\/p>","protected":false},"author":1,"featured_media":2202,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[4,882,168,514],"tags":[789,491,950,958,955,957,952,954,124],"location":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>\u015eeffaf Markalar Devrine Ho\u015fgeldiniz - 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=2201\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u015eeffaf Markalar Devrine Ho\u015fgeldiniz - MarkaHikayecisi\" \/>\n<meta property=\"og:description\" content=\"K\u0131yafetlerinizi kim yap\u0131yor biliyor musunuz? 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