![\"savelli-blue\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/07\/savelli-blue-300x217.jpg\")
\u00f6zel hayat\u0131m\u0131z\u0131n belki de en k\u0131ymetli objesi haline gelmesinin ard\u0131nda, elbet telefona entegre olan bilgisayar ve foto\u011fraf makinas\u0131 kimliklerinin \u00e7ok b\u00fcy\u00fck etkisi var.<\/p>\nCep telefonunuz sizin i\u00e7in ne kadar \u00f6nemli? Ben bazen cep telefonumun gizli tutsakl\u0131\u011f\u0131nda ya\u015fad\u0131\u011f\u0131m\u0131 d\u00fc\u015f\u00fcnerek rahats\u0131zl\u0131k duysam da, bu ona duydu\u011fum sevginin \u00f6n\u00fcnde engel de\u011fil. Cep telefonlar\u0131n\u0131n \u00f6zel hayat\u0131m\u0131z\u0131n belki de en k\u0131ymetli objesi haline gelmesinin ard\u0131nda, elbet telefona entegre olan bilgisayar ve foto\u011fraf makinas\u0131 kimliklerinin \u00e7ok b\u00fcy\u00fck etkisi var.<\/p>\n
Kleiner Perkins Caufield\u2019\u0131n 2013 senesinde yapt\u0131\u011f\u0131 bir ara\u015ft\u0131rmaya g\u00f6re, insanlar g\u00fcnde ortalama 150 defa cep telefonlar\u0131na dokunuyorlar. Cep telefonumuzla ileti\u015fime ge\u00e7ti\u011fimiz ilk an ise sabah 7:31<\/strong>; yani g\u00f6zlerimizi a\u00e7ar a\u00e7maz! Cep telefonlar\u0131 yemek yerken, \u00e7al\u0131\u015f\u0131rken, kitap okurken, \u00e7ocuk bakarken, televizyon izlerken, hatta tuvalette bile elimizde. Can\u0131m\u0131z s\u0131k\u0131ld\u0131\u011f\u0131nda e\u011flence, mutluyken sevincimizi payla\u015fma platformu, \u00fczg\u00fcnken kafa da\u011f\u0131tma mekanizmas\u0131, sinirliyken yat\u0131\u015fma arac\u0131…. Durum b\u00f6yle olunca, bu aleti, kolye veya y\u00fcz\u00fck gibi her an \u00fczerimizde ta\u015f\u0131d\u0131\u011f\u0131m\u0131z bir aksesuar<\/strong> olarak nitelendirmek yanl\u0131\u015f olmaz san\u0131yorum. Sonu\u00e7ta b\u00fct\u00fcn g\u00fcn elimizde mi? Evet elimizde!<\/p>\n \u00d6ncelikle, Savelli \u00fcretim a\u015famas\u0131na ge\u00e7meden yol haritas\u0131n\u0131, kime konu\u015faca\u011f\u0131n\u0131, nas\u0131l bir kitleyi\u00a0hedefledi\u011fini ve ne istedi\u011fini \u00e7ok iyi planlam\u0131\u015f<\/strong> bir marka. Sonra ba\u015f\u0131ndaki ki\u015filer bu i\u015fe m\u00fcthi\u015f tutkuyla ba\u011flanm\u0131\u015f isimler. Savelli\u2019nin kurucu ortaklar\u0131ndan, l\u00fcks t\u00fcketim eksperi ve Columbia \u00dcniversitesi \u00f6\u011fretim g\u00f6revlisi Ketty Pucci-Sisti Maisonrouge\u2019un \u201cThe Luxury Alchemist\u201d isimli kitab\u0131nda da belirtti\u011fi gibi, bir l\u00fcks markas\u0131 olu\u015fturmak i\u00e7in gereken en \u00f6nemli malzemelerden biri, bu i\u015fe ger\u00e7ek bir tutku<\/strong> ile ba\u011flanmak.<\/p>\n Sadece kad\u0131nlara odaklanm\u0131\u015f<\/strong> olmak markan\u0131n tasar\u0131m\u0131ndan ileti\u015fimine kadar her noktaya etki etti\u011fi i\u00e7in de \u00fcr\u00fcn bu denli ba\u015far\u0131l\u0131. \u00dcr\u00fcn sonradan yap\u0131lan eklemeler ile de\u011fil, ger\u00e7ekten do\u011fas\u0131 gere\u011fi \u2018kad\u0131nlara \u00f6zel\u2019<\/strong> bir mertebede.<\/p>\n Savelli\u2019nin lansman partilerinden birini Paris Haute Couture Moda Haftas\u0131 kapsam\u0131nda d\u00fczenlemesi de tesad\u00fcf de\u011fil. Bu ileti\u015fim \u015fekli, \u00fcr\u00fcn\u00fcn cep telefonundan \u00f6te bir aksesuar olu\u015funa nefis bir g\u00f6nderme yap\u0131yor. Markan\u0131n ileti\u015fim y\u00fcz\u00fc<\/strong> ise Paris Vogue\u2019un efsane edit\u00f6r\u00fc Carine Roitfeld\u2019in maken k\u0131z\u0131 Julia Restoin Roitfeld. Julia\u2019n\u0131n feminen, zarif, sa\u011flam, kendiyle bar\u0131\u015f\u0131k ve d\u00fcnya vatanda\u015fl\u0131\u011f\u0131na yak\u0131\u015f\u0131r karakterinin Savelli\u2019nin kurmak istedi\u011fi alg\u0131yla \u00e7ok iyi e\u015fle\u015fti\u011fini d\u00fc\u015f\u00fcn\u00fcyorum. Savelli cep telefonlar\u0131 d\u00fcnyada sadece se\u00e7ili birka\u00e7 yerde sat\u0131\u015fa sunuluyor<\/strong>. Elbet bu s\u0131n\u0131rlama da \u2018l\u00fcks\u2019 imaj\u0131n\u0131n olu\u015fmas\u0131 i\u00e7in d\u00fc\u015f\u00fcn\u00fclm\u00fc\u015f bir ad\u0131m. T\u0131pk\u0131 cep telefonundan \u00f6te bir aksesuar alg\u0131s\u0131 yaratmak \u00fczere telefonun Harrods\u2019\u0131n m\u00fccevher b\u00f6l\u00fcm\u00fcnde sat\u0131\u015fa sunulmas\u0131 gibi… Marka i\u00e7in yap\u0131lan kas\u0131tl\u0131 k\u0131s\u0131tlama bununla da kalm\u0131yor. Savelli y\u0131lda 1000 adet cep telefonu \u00fcretmeyi planl\u0131yor. \u00c7\u00fcnk\u00fc her l\u00fcks t\u00fcketim markas\u0131 gibi o da biliyor ki, \u00fcr\u00fcnde yap\u0131lan s\u0131n\u0131rlama<\/strong> sahip olma iste\u011fini kam\u00e7\u0131l\u0131yor.<\/p>\n![\"luxury-smartphone_savelli_gemfields_switzerland_front\"](\"http:\/\/markahikayecisi.com\/wp-content\/uploads\/2015\/07\/luxury-smartphone_savelli_gemfields_switzerland_front.jpg\")
<\/a>\u0130\u015fte bu yaz\u0131ya can veren Savelli de, cep telefonu kavram\u0131n\u0131 aksesuar mertebesinde i\u015fleyen yepyeni bir marka.<\/strong> Savelli 2013 senesinde cep telefonu pazar\u0131na giri\u015f yapt\u0131. Markaya ismini veren kurucu orta\u011f\u0131 Alessandro Savelli\u2019nin \u00e7\u0131k\u0131\u015f noktas\u0131 kad\u0131nlara hitap eden \u00fcst s\u0131n\u0131f bir cep telefonu<\/strong> tasarlamak idi. Vertu\u2019nun ba\u015f\u0131 \u00e7ekti\u011fi (ki bence olduk\u00e7a mask\u00fclen mesajlar veren bir marka) l\u00fcks cep telefonu pazar\u0131na Savelli\u2019nin \u00e7ok do\u011fru bir konumlama ile ad\u0131m att\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum. Hedef kitlelerindeki bayanlar\u0131n al\u0131\u015fveri\u015f al\u0131\u015fkanl\u0131klar\u0131n\u0131 ve karakter \u00f6zelliklerini uzun s\u00fcre g\u00f6zlemledikten sonra telefonu tasarlamaya ba\u015flayan Savelli ve ekibi, bence cep telefonu sekt\u00f6r\u00fcnde \u2018l\u00fcks\u2019 tan\u0131m\u0131n\u0131 yeniden yazd\u0131. Markan\u0131n l\u00fcks t\u00fcketim m\u00fc\u015fterisine hitap edecek bu \u00fcr\u00fcn\u00fc tasarlarken \u00e7ok do\u011fru bir re\u00e7ete kulland\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcyorum. Nas\u0131l m\u0131? Anlatay\u0131m…<\/p>\n<\/a><\/a>Ancak l\u00fcks \u00fcr\u00fcn denince, olmazsa olmaz\u0131n ba\u015f\u0131nda gelen kavram, kalite<\/strong>. Savelli, bir bayan fig\u00fcr\u00fcn\u00fc and\u0131ran k\u0131vr\u0131ml\u0131 cep telefonlar\u0131n\u0131 teknoloji de\u011fil, y\u00fcksek saat\u00e7ilik ve m\u00fccevher yap\u0131m\u0131n\u0131n mabedi olan \u0130svi\u00e7re\u2019de \u00fcretiyor. Bir\u00e7ok modelde kullan\u0131lan p\u0131rlanta, z\u00fcmr\u00fct, yakut gibi de\u011ferli ta\u015flara elle \u015fekil veriliyor. Bir\u00f6rnek kesime getirilen ta\u015flar, \u00f6zenle, tek tek telefona m\u0131hlan\u0131yor. L\u00fcks markalarda \u00f6ne \u00e7\u0131kan el i\u015f\u00e7ili\u011fi <\/strong>Savelli \u00fcr\u00fcnlerinde kalite ile birlikte yo\u011fruluyor. Google Android i\u015fletim sistemi ile \u00e7al\u0131\u015fan cep telefonlar\u0131 \u00f6zel k\u0131r\u0131lmaz bir cam ekrana sahip.<\/p>\n<\/a><\/p>\n