Maksimalist İletişim Stratejileri: Sokak Modasında Marka İletişiminin Güncel Retoriği

Öz

Özet Bu çalışma, sokak modasının marka iletişimindeki dönüştürücü rolünü incelemeyi amaçlamaktadır. Çalışma kapsamında ilgili literatür taranmış, konuya ilişkin akademik çalışmalar değerlendirilmiş ve sokak modası markalarının güncel iletişim stratejileri, nitel araştırma yöntemlerinden biri olan örnek olay yöntemi çerçevesinde ele alınmıştır. Bu doğrultuda sokak modasının kültürel üretim, kimlik inşası ve trend oluşumu süreçlerindeki etkisi çok boyutlu bir perspektifle değerlendirilmiştir. Araştırma bulguları, sokak modasının günümüz moda markaları açısından yalnızca estetik bir ifade biçimi olmadığını; dijitalleşmenin etkisiyle birlikte deneyim odaklı pazarlama, hikaye anlatıcılığı ve sosyal medya temelli iletişim stratejilerinin merkezinde konumlanan stratejik bir unsur haline geldiğini ortaya koymaktadır. Bununla birlikte, sokak modasının tüketiciyi pasif bir alıcı konumundan çıkararak marka iletişimi süreçlerinde aktif bir katılımcıya dönüştürdüğü tespit edilmiştir. Bu bağlamda sokak modasının, çağdaş marka iletişiminde tüketici ile marka arasında daha etkileşimli, katılımcı ve kültürel açıdan anlam üreten bir ilişki inşa ettiği sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Moda İletişimi
• Marka İletişimi
• Sokak Modası Markaları
• Maksimalist İletişim Stratejileri
• Marka Stratejileri

Maximalist Communication Strategies: The Current Rhetoric of Brand Communication in Street Fashion

Öz

Abstract This study aims to examine the transformative role of street fashion in brand communication. Within the scope of the study, the relevant literature was systematically reviewed, academic studies on the subject were evaluated, and the current communication strategies of street fashion brands were discussed within the framework of the case study method, which is one of the qualitative research methods. In this context, the impact of street fashion on cultural production, identity construction, and trend formation processes has been evaluated from a multi-dimensional perspective. Research findings reveal that street fashion is not merely a form of aesthetic expression for today's fashion brands; rather, it has become a strategic element positioned at the core of experience-oriented marketing, storytelling, and social media-based communication strategies, driven by the impact of digitalization. However, it has been determined that street fashion transforms the consumer from a passive buyer into an active participant in brand communication processes. In this context, it has been concluded that street fashion builds a more interactive, participatory, and culturally meaningful relationship between consumers and brands in contemporary brand communication.

Anahtar Kelimeler

• Fashion Communication
• Brand Communication
• Streetwear Brands
• Maximalist Communication Strategies
• Brand Strategies.

Kaynakça

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