Dijital Çağda Lüks Moda İletişiminde Sessizlik ve Yokluk Stratejisi

Abstract

Dijital çağda “sürekli görünürlük” ve “yoğun içerik üretimi” beklentilerine karşıt olarak lüks moda markalarının benimsediği sessizlik ve yokluk stratejileri incelenmektedir. Sosyal medya platformlarının markaları etkileşim ve görünürlük temelli iletişime zorladığı günümüzde, Bottega Veneta, Celine, Loro Piana ve Brunello Cucinelli gibi prestijli markalar dijital varoluşlarını azaltarak ya da dönüştürerek alternatif bir iletişim yöntemi geliştirmiştir. Literatür, dijital sessizliğin algılanan değeri artırabildiğini, kültürel sermaye üretimine katkı sağlayabildiğini ve marka arzusunu güçlendirebildiğini ortaya koymaktadır. Bununla birlikte bu stratejinin, yalnızca güçlü marka sermayesine ve kurumsal yapıya sahip lüks markalar için sürdürülebilir bir iletişim yaklaşımı sunduğu görülmektedir.

Keywords

• Lüks
• Lüks moda
• Dijital pazarlama
• Sessizlik stratejisi.

Silence and Absence Strategy in Luxury Fashion Communication in the Digital Age

Abstract

In the digital age, the strategies of silence and absence adopted by luxury fashion brands are examined in contrast to expectations of constant visibility and intensive content production.In an era where social media platforms compel brands toward engagement and visibility-based communication, prestigious brands such as Bottega Veneta, Celine, Loro Piana, and Brunello Cucinelli have developed an alternative communication method by reducing or transforming their digital presence. The literature reveals that digital silence can increase perceived value, contribute to the production of cultural capital, and strengthen brand desire. However, this strategy appears to offer a sustainable communication approach only for luxury brands with strong brand equity and institutional structure.

Keywords

• Luxury
• Luxury fashion
• Digital marketing
• Silence strategy.

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