{"id":946,"date":"2015-06-23T15:53:46","date_gmt":"2015-06-23T13:53:46","guid":{"rendered":"http:\/\/markahikayecisi.com\/?p=946"},"modified":"2015-06-23T16:28:02","modified_gmt":"2015-06-23T14:28:02","slug":"made-in-etiketi-ne-kadar-onemli","status":"publish","type":"post","link":"https:\/\/markahikayecisi.com\/?p=946","title":{"rendered":"\u201cMade in\u201d Etiketi Ne Kadar \u00d6nemli?"},"content":{"rendered":"

Yabanc\u0131 bir markaya ait bir ma\u011fazadaysam ve bakt\u0131\u011f\u0131m \u00fcr\u00fcnde \u2018Made in Turkey\u2019 etiketi varsa, gizliden gizliye bir mutluluk duyuyorum. Sanki o anda, o \u00e7orapla aramda farkl\u0131 bir samimiyet ba\u015fl\u0131yor. :) Ben \u00fcr\u00fcn bu topraklarda yap\u0131ld\u0131, bizim insan\u0131m\u0131z bu i\u015ften para kazand\u0131 diye naif bir sevince b\u00fcr\u00fcne duray\u0131m; meselenin asl\u0131 bu duygusall\u0131k boyutundan olduk\u00e7a farkl\u0131. \u00d6zellikle de konu l\u00fcks t\u00fcketim ise! L\u00fcks pazar\u0131ndaki oyuncular i\u00e7in, \u2018country of origin\u2019 olarak adland\u0131r\u0131lan \u00fcr\u00fcn\u00fcn yap\u0131m yeri meselesi, tek ba\u015f\u0131na m\u00fc\u015fterinin davran\u0131\u015f\u0131n\u0131 etkileyecek kuvvette.<\/strong><\/p>\n

\"missoni-aski\"<\/a><\/p>\n

L\u00fcks T\u00fcketim Pazar\u0131n\u0131n ‘Made in’ Dinamikleri<\/u><\/p>\n

Olay\u0131n ba\u015flang\u0131\u00e7 noktas\u0131 \u015f\u00f6yle \u015fekil al\u0131yor; bir marka kendini \u2018l\u00fcks\u2019 seviyesinde konumlarken, birtak\u0131m kriterlerin alt\u0131n\u0131 doldurdu\u011funu da d\u00fcnyaya ilan etmi\u015f oluyor. \u0130yi bir tarihi birikim, kaliteli \u00fcr\u00fcn, kusursuz el i\u015f\u00e7ili\u011fi, en \u00fcst seviyede m\u00fc\u015fteri deneyimi<\/strong> gibi…<\/p>\n

Ancak di\u011fer yandan, t\u00fcm markalar\u0131n esas kurulu\u015f amac\u0131n\u0131n para kazanmak oldu\u011fu da t\u00fcm ger\u00e7ekli\u011fiyle y\u00fckseliyor. Bu sebeple, kar\u0131 yukar\u0131ya \u00e7ekebilmek i\u00e7in maliyetleri k\u0131smak her zaman \u00f6nemli. S\u00f6z konusu l\u00fcks t\u00fcketim markalar\u0131 olsa dahi… \u0130\u015fte ‘country of origin”in, markan\u0131n do\u011fum yerinden farkl\u0131 bir rotaya sapmas\u0131\u00a0b\u00f6yle geli\u015fiyor. \u00c7\u00fcnk\u00fc \u00fcretimi i\u015f\u00e7ili\u011fin ucuz oldu\u011fu \u00fclkelere ta\u015f\u0131man\u0131n maliyet \u00fczerindeki etkisi\u00a0az buz de\u011fil.\u00a0Milyonlarca dolarl\u0131k karlar s\u00f6z konusu.<\/p>\n

L\u00fcks t\u00fcketim marketi seneler ilerledik\u00e7e h\u0131z kesmeden b\u00fcy\u00fcmeyi \"milady-paris\"s\u00fcrd\u00fcrebilen birka\u00e7 pazardan biri. 1985 senesinde pazar\u0131n b\u00fcy\u00fckl\u00fc\u011f\u00fc $20 milyar olarak tan\u0131mlan\u0131rken, 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). Ve bu dev pazar\u0131 olu\u015fturan markalar\u0131n %50\u2019sinden fazlas\u0131 iki \u00fclkenin \u2018\u00e7ocuklar\u0131\u2019; \u0130talya ile\u00a0Fransa. Durum b\u00f6yle olunca, \u0130talyan ve Frans\u0131z markalar\u0131n\u0131n yine ayn\u0131 topraklarda \u00fcrettirdi\u011fi e\u015fyalar, otomatik olarak \u2018bu \u00fcr\u00fcn kaliteli\u2019 hissiyat\u0131n\u0131 t\u00fcketiciye aktar\u0131yor.<\/p>\n

\u00d6nemli Olan \u00dclke <\/u>\u0130<\/u>maj\u0131<\/u><\/p>\n

T\u0131pk\u0131 yukar\u0131daki \u00f6rnekte bahsetti\u011fim gibi, <\/span>\u00fclkelerin imajlar\u0131, \u00fcr\u00fcnlere y\u00fckledi\u011fimiz \u2018his demetlerini\u2019 belirledikleri i\u00e7in bu denli \u00f6nemli.<\/strong> Y\u0131llard\u0131r s\u00fcre gelen birikim etkisiyle <\/span>insanlar baz\u0131 co\u011frafyalardan \u00e7\u0131kan birtak\u0131m\u00a0\u00fcr\u00fcn gruplar\u0131na \u00e7ok daha fazla g\u00fcven ve sayg\u0131 duyuyor.<\/strong> Alman arabalar\u0131, \u0130svi\u00e7re saatleri, \u0130talyan deri i\u015f\u00e7ili\u011fi \u00fcr\u00fcnleri, Frans\u0131z parf\u00fcmleri gibi… Ve markaya kar\u015f\u0131 duyulan g\u00fcven ile sayg\u0131, tahmin edersiniz ki markan\u0131n en b\u00fcy\u00fck hazinelerinden ikisi. Bu y\u00fczden\u00a0etikette ne yaz\u0131l\u0131 oldu\u011fu konusu m\u00fchimmat\u0131n\u0131 senelerdir koruyor.<\/span><\/p>\n

\"madeinchina\"<\/a>Baz\u0131 \u00fclkeler nas\u0131l \u2018prestiji\u2019 \u00e7a\u011fr\u0131\u015ft\u0131r\u0131yorsa, ba\u015fkalar\u0131 i\u00e7in de tam tersi ge\u00e7erli. \u00d6zellikle Vietnam, \u00c7in, Banglade\u015f ve hatta bir\u00e7ok defa T\u00fcrkiye gibi \u00fc\u00e7\u00fcnc\u00fc d\u00fcnya \u00fclkeleri s\u00f6z konusuysa…. M\u00fc\u015fteri \u2018Made in China\u2019 etiketini okudu\u011funda, arkas\u0131ndaki markaya g\u00fcveni olsa dahi, \u00fcr\u00fcn\u00fcn kalitesini sorgulayabiliyor.<\/strong> Dahas\u0131, markan\u0131n \u2018DNA\u2019s\u0131 i\u00e7inde\u2019 kendine alan a\u00e7an bu \u00fclkeler, \u00e7al\u0131\u015fma ko\u015fullar\u0131, sa\u011fl\u0131k standartlar\u0131, \u00e7evre kirlili\u011fi gibi konular\u0131 da etiket arac\u0131l\u0131\u011f\u0131yla t\u00fcketicilerin akl\u0131na ta\u015f\u0131yor. \u2018L\u00fcks\u2019 hissiyat\u0131ndan bir hayli uzakla\u015ft\u0131k de\u011fil mi?\"boggi-madeinserbia\"<\/a><\/p>\n

Dior, Prada, Lanvin… vb markalardan \u00e7\u0131kan her \u00fcr\u00fcn\u00fcn, s\u00f6zkonusu markan\u0131n do\u011fum yeri ile ayn\u0131 co\u011frafyada \u00fcretilmesi\u00a0gerekti\u011fini savunan\u00a0tan\u0131d\u0131klar\u0131m var. Yani marka Celine ise,\u00a0\u00fcr\u00fcn mutlaka ‘Made in France’ etiketli olmal\u0131 \u015feklinde… L\u00fcks moda evleri, zaman zaman s\u0131rf bu imaj meselesi sebebiyle sat\u0131\u015f kaybedebiliyor. Veya m\u00fc\u015fteri tepkisini zaman i\u00e7erisinde, markan\u0131n alg\u0131s\u0131 g\u00f6z\u00fcnde prestij kaybettik\u00e7e markadan hepten uzakla\u015farak verebiliyor.<\/strong><\/p>\n

En \u00d6n Planda Hala ‘Marka’ Var<\/u><\/p>\n

Ara\u015ft\u0131rmalar hala marka ad\u0131n\u0131n t\u00fcketicide yaratt\u0131\u011f\u0131 \u2018\u00fclke\u2019 hissinin<\/strong> (\u00f6rne\u011fin Louis Vuitton\u2019un \u00e7ok Frans\u0131z duyulmas\u0131 gibi) <\/span>ve bir markan\u0131n do\u011fum yerinin<\/strong> (Bulgari\u2019nin \u0130talyan olu\u015fu gibi) <\/span>alg\u0131da en b\u00fcy\u00fck pay\u0131 kapt\u0131\u011f\u0131na i\u015faret ediyor.<\/strong> Ancak, yukar\u0131da bahsetti\u011fim gibi, markan\u0131n alg\u0131s\u0131na do\u011frudan etkisi oldu\u011fu i\u00e7in \u00fcr\u00fcnlerin yap\u0131m yeri olduk\u00e7a \u00f6nemli. The University of Florence\u2019\u0131n yapt\u0131\u011f\u0131 bir ara\u015ft\u0131rmaya g\u00f6re, \u2018country of origin\u2019 etkisi t\u00fcm l\u00fcks moda markalar\u0131 i\u00e7in ayn\u0131 \u015fekilde de i\u015flemiyor. \u00d6rne\u011fin s\u00f6z konusu Burberry markas\u0131 ise, markan\u0131n imaj\u0131 tek ba\u015f\u0131na \u00fcr\u00fcnlerin sat\u0131lmas\u0131nda rol oynuyor. Ancak Chanel veya Armani i\u00e7in en az marka imaj\u0131 kadar, markan\u0131n \u00e7\u0131kt\u0131\u011f\u0131 topraklar\u0131n imaj\u0131 da\u00a0etkili.<\/span><\/p>\n

Avrupa \u00dcr\u00fcnlerini Nas\u0131l Etiketliyor?\"swissmade\"<\/a><\/u><\/p>\n

Avrupa Birli\u011fi standartlar\u0131na g\u00f6re, bir markan\u0131n \u00fcr\u00fcn\u00fcne yazaca\u011f\u0131 \u00fcretim yeri\u00a0<\/span>belirlenirken, \u00fcr\u00fcn\u00fcn tamam\u0131n\u0131n nerede yap\u0131ld\u0131\u011f\u0131 dikkate al\u0131nm\u0131yor. \u00dcr\u00fcn\u00fcn belli bir \u00e7o\u011funlu\u011fu hangi \u00fclkede yap\u0131ld\u0131ysa,\u00a0\u00fcr\u00fcn o \u015fekilde etiketlenebiliyor.<\/strong> Yani bir elbisenin t\u00fcm kal\u0131b\u0131, kesimi, dikimi Sri Lanka\u2019da yap\u0131l\u0131p birle\u015ftirmesi ve paketlemesi \u0130talya\u2019da ger\u00e7ekle\u015ftirildiyse, ve bu i\u015f kanunun belirtti\u011fi y\u00fczdeler \u00e7er\u00e7evesinde yap\u0131ld\u0131ysa, \u00fcr\u00fcn \u2018Made in \u0130taly\u2019 \u015feklinde etiketlenebiliyor. Avrupa\u2019da bu d\u00fczene uymayan tek \u00fclke \u0130svi\u00e7re. \u0130svi\u00e7re \u00fcr\u00fcnlerin \u2018Swiss Made\u2019 etiketini hak etmesini \u00e7ok daha s\u0131k\u0131 kurallara tabi tutuyor.<\/p>\n

\"missoni-madeinitaly\"<\/a>L\u00fcks moda evleri aras\u0131nda, yap\u0131m yeri belirtme konusunda farkl\u0131 yollar izleyen gruplar var. Genel ge\u00e7er bir kural yok. Herkesin akl\u0131 kendine. \u00d6rne\u011fin, Yves Saint Laurent, Fendi, Gucci, Missoni, Bottega Veneta ve Versace gibi markalar \u00fcr\u00fcnlerinin etiketlenmesi konusunda tamamen \u015feffaf bir tutum sergiliyor. Burberry, Burberry Prorsum markas\u0131n\u0131 \u2018Made in UK\u2019 \u015feklinde etiketlerken, alt markalar\u0131ndaki \u00fcr\u00fcnleri \u2018Imported\u2019 (ithal edilmi\u015ftir) ibaresiyle sat\u0131\u015fa sunuyor. T\u0131pk\u0131 Armani\u2019nin Giorgio Armani koleksiyonuna ait \u00fcr\u00fcnlerine \u2018Made in Italy\u2019 damgas\u0131n\u0131 ekleyip, Armani Jeans i\u00e7in \u2018Imported\u2019 yaz\u0131s\u0131n\u0131 kafi g\u00f6rmesi gibi… Zegna bir\u00e7ok \u00fcr\u00fcn\u00fcn\u00fc \u2018Made in Zegna\u2019 ibaresiyle politik bir bi\u00e7imde etiketlemeyi tercih ederken, Tory Burch, Dior gibi baz\u0131 markalar etiketlerinde \u00fcr\u00fcn\u00fcn nerede \u00fcretildi\u011fine dair hi\u00e7 bir ipucu vermiyor.<\/p>\n

‘Made in’ Meselesi Neden Bir F\u0131rsat Olmas\u0131n?<\/u><\/p>\n

\"house-of-sillage-love-is-in-the-air-perfume\"<\/a>Olaya tam ters k\u00f6\u015feden yakla\u015fan ve \u2018country of origin\u2019 meselesini f\u0131rsata \u00e7eviren markalar da yok de\u011fil.\u00a0<\/span>\u00d6rne\u011fin Amerikal\u0131 parf\u00fcm markas\u0131 House of Sillage, l\u00fcks alg\u0131s\u0131n\u0131n yarat\u0131lmas\u0131na katk\u0131da bulunmak i\u00e7in \u00fcr\u00fcnlerinin \u015fi\u015felerini Fransa\u2019da \u00fcrettiriyor, kokular i\u00e7in Frans\u0131z bir burun ile \u00e7al\u0131\u015f\u0131yor. \u00dcr\u00fcnlerinin Frans\u0131z yap\u0131m\u0131 oldu\u011funu da her f\u0131rsatta dile getiriyor. Benzer \u015fekilde l\u00fcks cep telefonu sekt\u00f6r\u00fcn\u00fcn en iddial\u0131 isimlerinden Savelli, yine Amerika \u00e7\u0131k\u0131\u015fl\u0131 ve \u0130talyan ortakl\u0131 bir marka olmas\u0131na ra\u011fmen, m\u00fccevherlerle kapl\u0131 cep telefonlar\u0131n\u0131 yap\u0131m a\u015famas\u0131nda \u0130svi\u00e7re\u2019nin h\u00fcnerli ellerine emanet ediyor.<\/p>\n

\"fairtrade-256x300\"<\/a><\/p>\n

Alg\u0131y\u0131 Y\u00f6neten Farkl\u0131 Etiketler De Var<\/u><\/p>\n

G\u00fcn\u00fcm\u00fczde (\u00f6zellikle giyim s\u00f6z konusuysa) kullan\u0131lan etiketler, art\u0131k \u2018country of origin\u2019 ile de s\u0131n\u0131rl\u0131 de\u011fil. K\u0131yafetlerde organik kuma\u015f ak\u0131m\u0131 h\u0131z kazand\u0131\u011f\u0131ndan ve iyi ko\u015fullarda, s\u00f6m\u00fcrge mant\u0131\u011f\u0131ndan uzakla\u015f\u0131larak yap\u0131lan ticaret bol takdir toplad\u0131\u011f\u0131ndan beri, \u2018certified organic\u2019 veya \u2018fair trade\u2019 gibi ibareler \u00fcr\u00fcnlere daha s\u0131k ekleniyor. Bence bunlar da, alg\u0131 y\u00f6netiminde neredeyse \u00fcretim yeri belirtmek kadar \u00f6nemli. <\/span>Bu etiketlere ‘lay\u0131k’ g\u00f6r\u00fclmek markay\u0131 daha duyarl\u0131, daha \u2018insanc\u0131l\u2019 bir mertebeye y\u00fckseltiyor.<\/strong><\/p>\n

S\u00f6z konusu l\u00fcks t\u00fcketim markalar\u0131 oldu\u011funda, ben \u2018country of origin\u2019 bilgisinin mutlaka m\u00fc\u015fteriye iletilmesi gerekti\u011fini d\u00fc\u015f\u00fcn\u00fcyorum. \u2018Zor\u2019 bile gelse, marka imaj\u0131n\u0131 zedeleme ihtimali de olsa, m\u00fc\u015fterinin yaratt\u0131\u011f\u0131n\u0131z markaya bu denli sayg\u0131 duymas\u0131n\u0131 bekliyorsan\u0131z, bu detay\u0131 saklamamal\u0131s\u0131n\u0131z. Haks\u0131z m\u0131y\u0131m?\"ferragamo-made-in\"<\/p>\n","protected":false},"excerpt":{"rendered":"

Yabanc\u0131 bir markaya ait bir ma\u011fazadaysam ve bakt\u0131\u011f\u0131m \u00fcr\u00fcnde \u2018Made in Turkey\u2019 etiketi varsa, gizliden gizliye…<\/p>","protected":false},"author":1,"featured_media":947,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[4,168],"tags":[468,165,471,467,114,472,59,466,10,19,68,8,470,473,469],"location":[],"yoast_head":"\n\u201cMade in\u201d Etiketi Ne Kadar \u00d6nemli? - 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=946\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cMade in\u201d Etiketi Ne Kadar \u00d6nemli? - MarkaHikayecisi\" \/>\n<meta property=\"og:description\" content=\"Yabanc\u0131 bir markaya ait bir ma\u011fazadaysam ve bakt\u0131\u011f\u0131m \u00fcr\u00fcnde \u2018Made in Turkey\u2019 etiketi varsa, gizliden gizliye...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/markahikayecisi.com\/?p=946\" \/>\n<meta property=\"og:site_name\" content=\"MarkaHikayecisi\" \/>\n<meta property=\"article:published_time\" content=\"2015-06-23T13:53:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-06-23T14:28:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/06\/madeinitaly.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"419\" \/>\n\t<meta property=\"og:image:height\" content=\"251\" \/>\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=946\",\"url\":\"https:\/\/markahikayecisi.com\/?p=946\",\"name\":\"\u201cMade in\u201d Etiketi Ne Kadar \u00d6nemli? 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