L\u00fcks t\u00fcketim pazar\u0131, saat, m\u00fccevher, haz\u0131r giyim, seyahat, parf\u00fcm, kozmetik, aksesuar, deri \u00fcr\u00fcnler, otelcilik, gastronomi, mobilya, ev dekorasyon, otomotiv, yat\u00e7\u0131l\u0131k, \u015farap ve di\u011fer alkoll\u00fc i\u00e7ecekler, sanat, yay\u0131mc\u0131l\u0131k ve antika pazarlar\u0131n\u0131n b\u00fct\u00fcn\u00fcn\u00fc ![\"craftmanship\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/01\/craftmanship-300x168.jpg\")
kapsayan dev bir \u015femsiye. 2011 senesinde Boston Consulting Group, d\u00fcnya l\u00fcks t\u00fcketim pazar\u0131n\u0131n toplam cirosunu $1.4 trilyon olarak a\u00e7\u0131klad\u0131. Bu T\u00fcrkiye gayri safi milli has\u0131las\u0131n\u0131n yakla\u015f\u0131k iki kat\u0131 kadar bir b\u00fcy\u00fckl\u00fck demek. \u00dcstelik, pazar s\u00fcratle b\u00fcy\u00fcmeye de devam ediyor. ECCIA\u2019in (European Cultural and Creative Industries Alliance) ge\u00e7ti\u011fimiz g\u00fcnlerde yay\u0131mlad\u0131\u011f\u0131 bir ba\u015fka rapor, Avrupa\u2019da l\u00fcks t\u00fcketim sekt\u00f6r\u00fcn\u00fcn 2010-2013 seneleri aras\u0131nda %28 b\u00fcy\u00fcme kaydetti\u011fini ortaya koydu. Bireysel olarak b\u00fcy\u00fcme i\u00e7in onca \u00e7aba harcayan Avrupa devletleri i\u00e7in bu muhte\u015fem bir haber olsa gerek. K\u00fcm\u00fclatif olarak Avrupa\u2019daki t\u00fcm \u00fclkelerin l\u00fcks t\u00fcketim cirosu topland\u0131\u011f\u0131nda elde edilen rakam Avrupa\u2019n\u0131n 7nci, d\u00fcnyan\u0131n ise 20inci b\u00fcy\u00fck ekonomisini olu\u015fturacak b\u00fcy\u00fckl\u00fckte. Bu canl\u0131l\u0131\u011fa al\u0131\u015fveri\u015f anlam\u0131nda en b\u00fcy\u00fck katk\u0131y\u0131 yapan \u00fclkeler ise s\u0131ras\u0131yla \u00c7in, Rusya, ABD, Kuveyt ve Japonya.<\/p>\n
\u00d6n\u00fcm\u00fczdeki senelerde l\u00fcks t\u00fcketim sekt\u00f6r\u00fcn\u00fcn \u00f6zellikle geli\u015fmekte olan \u00fclkelerde b\u00fcy\u00fcyece\u011fi bekleniyor. Bu b\u00fcy\u00fcmenin %20\u2019sini ise haz\u0131r giyim, aksesuar, kozmetik, deri \u00fcr\u00fcnleri, saat ve m\u00fccevher pazar\u0131n\u0131n olu\u015fturaca\u011f\u0131 tahmin ediliyor.![\"diamonds\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/01\/diamonds.jpg\")
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L\u00fcks T\u00fcketimin Tarihsel Geli\u015fimi<\/span><\/p>\n L\u00fcks t\u00fcketimin bir end\u00fcstriye d\u00f6n\u00fc\u015fmesi di\u011fer sekt\u00f6rlere k\u0131yasla \u00e7ok daha yeni say\u0131labilecek nitelikte. On dokuzuncu y\u00fczy\u0131lda burjuvazinin y\u00fckselmesi ile b\u00fcy\u00fck paralar sadece aristokratlar\u0131n tekelinde olmaktan \u00e7\u0131k\u0131p daha kalabal\u0131k gruplar aras\u0131nda da\u011f\u0131lmaya ba\u015flad\u0131. Daha iyi ya\u015fam standartlar\u0131 elde eden bu ki\u015filer, l\u00fcks \u00fcr\u00fcnlere olan talebi artt\u0131rd\u0131. Buna paralel olarak arz da art\u0131\u015f g\u00f6sterince, hem markalar geli\u015fmeye hem de t\u00fcketiciler l\u00fcks hayat ile iyiden iyiye tan\u0131\u015fmaya ba\u015flad\u0131.<\/p>\n Bug\u00fcn\u00fcn\u00a0L\u00fcks Giyim D\u00fcnyas\u0131 Ezber Bozuyor<\/span><\/p>\n Bug\u00fcne geldi\u011fimizde ise, moda pazar\u0131ndaki l\u00fcks t\u00fcketim m\u00fc\u015fterisinin davran\u0131\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131 her \u015feyden \u00e7ok mobil internet kullan\u0131m\u0131n\u0131n \u015fekillendi\u011fini g\u00f6zlemliyoruz. Mobil internet istilas\u0131, m\u00fc\u015fterinin her an, her yerde binlerce alternatifi aktif olarak de\u011ferlendirecek (be\u011fenme, yorum yapma, payla\u015fma) g\u00fcce eri\u015fmesini sa\u011flad\u0131. B\u00f6ylece l\u00fcks markalar g\u00fcnl\u00fck hayat\u0131n i\u00e7inde her d\u00f6nemden daha fazla yer almaya ba\u015flad\u0131. Chanel\u2019in 2014-2015 sonbahar\/k\u0131\u015f defilesine dekoru olarak dev bir s\u00fcpermarket kurgulamas\u0131 bir tesad\u00fcf de\u011fil. \u00dcnl\u00fc moda evi sahnede genelde l\u00fcks markalar\u0131n defilelerinde g\u00f6rmeye al\u0131\u015ft\u0131\u011f\u0131m\u0131z gibi bir fantezi d\u00fcnyas\u0131 de\u011fil, g\u00fcndelik bir ortam yaratt\u0131. Ezber bozup trend olu\u015fturmakla tan\u0131nan Chanel, bence bu arka plan tercihiyle l\u00fcks t\u00fcketim m\u00fc\u015fterisine, modan\u0131n alternatiflerle dolu bir \u2018s\u00fcpermarkete\u2019 benzedi\u011fini ve g\u00fcnl\u00fck hayat\u0131n i\u00e7ine ne denli n\u00fcfuz etmi\u015f bir kavram oldu\u011funu anlatmak istedi. Yine ge\u00e7ti\u011fimiz sene, Jeremy Scott\u2019un Moschino i\u00e7in haz\u0131rlad\u0131\u011f\u0131 \u201cMcDonald\u2019s\u201d temal\u0131 \u00fcr\u00fcnler ayn\u0131 trendin yans\u0131mas\u0131yd\u0131. Gelecek i\u00e7in Ba\u015far\u0131 \u0130ksiri\u00a0\u201cOmni Channel\u201d m\u0131?<\/span><\/p>\n G\u00fcn\u00fcm\u00fczde, Instagram ve Twitter gibi mecralarda var olmak l\u00fcks t\u00fcketim markalar\u0131 i\u00e7in i\u015fin (moda \u00e7ekimi yapmak kadar) m\u00fchim bir par\u00e7as\u0131. Dolay\u0131s\u0131yla art\u0131k bu pazardaki markalar\u0131n\u0131n ba\u015far\u0131s\u0131, \u201cOmni Channel\u201d diye adland\u0131r\u0131lan ileti\u015fim stratejisini lay\u0131k\u0131yla kurgulamaktan ge\u00e7iyor. L\u00fcks markalar\u0131n hem ma\u011faza i\u00e7i ileti\u015fim ve dergi ilanlar\u0131 gibi geleneksel mecralarda, hem internet \u00fczerinde hem de mobil mecralarda senkronize bir bi\u00e7imde varl\u0131klar\u0131n\u0131 s\u00fcrd\u00fcrmeleri gerekiyor. \u00d6rne\u011fin m\u00fc\u015fteriyi Instagram \u00fczerinde cezbedip sat\u0131\u015f i\u00e7in ma\u011fazaya veya internet sitelerine y\u00f6nlendirmeleri, bunu yaparken de m\u00fc\u015fteriye markan\u0131n \u2018DNA\u2019s\u0131n\u0131\u2019 her ad\u0131mda hissettirmeleri gerekiyor. Bocconi \u00dcniversitesi Profes\u00f6r\u00fc Stefania Saviolo\u2019ya g\u00f6re l\u00fcks moda markalar\u0131 aras\u0131nda bunu ba\u015farabilmi\u015f \u00f6rnekler hen\u00fcz olduk\u00e7a az. Burberry\u2019nin \u201cOmni Channel\u201d stratejisine \u015fu ana kadar en iyi adapte olan marka oldu\u011funu belirten Saviolo, bu yeni olgunun ba\u015far\u0131yla i\u015flenebilmesi i\u00e7in firmalar\u0131n organizasyon \u015femalar\u0131nda de\u011fi\u015fiklik yapmalar\u0131 gerekti\u011finin alt\u0131n\u0131 \u00e7iziyor. Buna ek olarak, \u201cOmni Channel\u201d stratejisinin uygulanabilmesi i\u00e7in tabi ki b\u00fct\u00e7eye gereksinim var. L\u00fcks moda evlerinin ge\u00e7ti\u011fimiz senelerde ma\u011fazala\u015fma i\u00e7in m\u00fcthi\u015f paralar harcamas\u0131 ve girdikleri her yeni \u00fclkede \u2018tiyatro sahnesi\u2019 gibi g\u00f6steri\u015fli sat\u0131\u015f noktalar\u0131 a\u00e7malar\u0131 da \u015fu ana kadar bu \u00fc\u00e7l\u00fc ileti\u015fim platformu i\u00e7in neden yeterli eforun g\u00f6sterilemedi\u011fi a\u00e7\u0131kl\u0131yor.<\/p>\n \u0130stikrarl\u0131 olarak b\u00fcy\u00fcyen l\u00fcks t\u00fcketim sekt\u00f6r\u00fc i\u00e7inde haz\u0131r giyim k\u0131sm\u0131n\u0131n yak\u0131n gelecekte bu trendlere ba\u011fl\u0131 geli\u015fece\u011fi i\u015fin su y\u00fcz\u00fcne \u00e7\u0131kmaya ba\u015flayan k\u0131sm\u0131. Hangi markan\u0131n bu r\u00fczgara uyum sa\u011flay\u0131p dev pastan\u0131n i\u00e7inde kendine doyurucu bir pay kapaca\u011f\u0131n\u0131 ise hep birlikte g\u00f6zlemleyece\u011fiz.<\/p>\n","protected":false},"excerpt":{"rendered":" 2005\u2019te \u0130talya Bocconi \u00dcniversitesi\u2019nde moda ve l\u00fcks t\u00fcketim pazarlamas\u0131 \u00fczerine y\u00fcksek lisans yapt\u0131m. Mezuniyet t\u00f6reninde diplomalar\u0131m\u0131z\u0131…<\/p>","protected":false},"author":1,"featured_media":306,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[65,4,168],"tags":[114,123,126,58,122,59,87,121,19,128,130,129,120,8,125,127,124],"location":[],"yoast_head":"\n![\"dior-new-look\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/01\/dior-new-look.jpeg\")
<\/a>Tekstil sekt\u00f6r\u00fc \u00f6zelinde bu de\u011fi\u015fim, moda evlerinin \u00e7o\u011falmas\u0131na katk\u0131da bulundu\u011fu gibi, haz\u0131r giyimin de \u00f6n\u00fcn\u00fc a\u00e7t\u0131. \u00d6zel dikim elbiselerden olu\u015fan gard\u0131roplar, git gide yerini Chanel, Dior, Balenciaga gibi y\u00fckseli\u015fte olan l\u00fcks giyim markalar\u0131na ait haz\u0131r koleksiyonlara b\u0131rakmaya ba\u015flad\u0131. Haute Couture\u2019\u00fcn oyun alan\u0131 y\u0131llar i\u00e7erisinde fazlas\u0131yla darald\u0131. Bu giyim \u015fekli g\u00fcn\u00fcm\u00fczde sadece Oscar T\u00f6reni veya Met Balosu gibi \u00f6zel okazyonlarda, \u00e7ok k\u00fc\u00e7\u00fck bir kitle i\u00e7in tercih edilir hale geldi. Moda, haz\u0131r giyim ile el ele y\u00fcr\u00fcrken, d\u00f6nemin y\u0131ld\u0131z markalar\u0131 bir bayan\u0131n\/ erke\u011fin nas\u0131l \u2018g\u00f6r\u00fcnmesi gerekti\u011fini\u2019 kendi perspektifleriyle t\u00fcketicilere anlatmakla kalmad\u0131; ayn\u0131 zamanda \u201cTotal Look\u201d denilen ak\u0131m\u0131 da yayd\u0131lar. O d\u00f6nem bir bayan\u0131n tepeden t\u0131rna\u011fa Christian Dior giymesi moday\u0131 bildi\u011finin ve stil sahibi oldu\u011funun g\u00f6stergesiydi. Yani l\u00fcks giyinmek ad\u0131na ba\u015ftan a\u015fa\u011f\u0131ya ayn\u0131 marka tercih ediliyordu. Moda sekt\u00f6r\u00fc seneler i\u00e7erisinde, Punk, Rock, Hippie gibi gen\u00e7lerin \u00f6nc\u00fcl\u00fc\u011f\u00fcn\u00fc yapt\u0131\u011f\u0131 bir\u00e7ok ak\u0131mdan etkilendi. L\u00fcks markalar d\u00fcnyaya a\u00e7\u0131larak de\u011fi\u015fik m\u00fc\u015fteri kitlelerine ula\u015fma imkan\u0131 buldu. Ancak moda d\u00fcnyas\u0131ndaki l\u00fcks alg\u0131s\u0131n\u0131 etkileyen esas b\u00fcy\u00fck de\u011fi\u015fim \u0130ngilizce \u201cFast Fashion\u201d olarak adland\u0131r\u0131lan, h\u0131zl\u0131 t\u00fcketim moda anlay\u0131\u015f\u0131n\u0131n yayg\u0131nla\u015fmas\u0131 ile ya\u015fand\u0131. Zara, Mango gibi sezonluk trendleri iyi analiz edip tasar\u0131m\u0131 \u00f6n plana \u00e7\u0131kartan ve kaliteden k\u0131sarak daha k\u0131sa \u00f6m\u00fcrl\u00fc modaya uygun koleksiyonlar \u00fcreten markalar\u0131n var olmas\u0131yla l\u00fcks t\u00fcketim m\u00fc\u015fterisinin davran\u0131\u015flar\u0131 de\u011fi\u015fmeye ba\u015flad\u0131. \u201cMix and Match\u201d ad\u0131 ile tarihe ge\u00e7ecek bu yeni d\u00f6nemde l\u00fcks t\u00fcketim m\u00fc\u015fterisi markan\u0131n yan\u0131 s\u0131ra \u00fcr\u00fcn tercihi de yaparak, kendine yak\u0131\u015fan\u0131 alternatifler aras\u0131ndan kombinlemeye ba\u015flad\u0131. L\u00fcks t\u00fcketim daha demokratik bir hale geldi. Be\u011fendi\u011fi paltoyu Zara\u2019dan al\u0131p giyen bir l\u00fcks t\u00fcketim m\u00fc\u015fterisi, bunu Louis Vuitton \u00e7atas\u0131yla birlikte kullan\u0131rken, Massimo Dutti\u2019den al\u0131\u015fveri\u015f etmeyi tercih bir ki\u015fi paras\u0131n\u0131 biriktirip sadece ayakkab\u0131 al\u0131\u015fveri\u015fi i\u00e7in Prada\u2019n\u0131n kap\u0131s\u0131n\u0131 \u00e7alabilmeye ba\u015flad\u0131. \u201cTotal Look\u201d kavram\u0131n\u0131n \u00f6ne \u00e7\u0131kt\u0131\u011f\u0131 d\u00f6nemde Jackqueline Kennedy gibi bayanlar stil ikonu haline gelmi\u015fken, \u201cMix and Match\u201d d\u00f6neminde taht, Sarah Jessica Parker gibi tarz sahiplerine devredildi…![\"sjp\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/01\/sjp.jpeg\")
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