Markalaştırma Kodları: Lüks Moda Markası Burberry Örneği

Öz

Günümüzde, tüketimin işlevsel ve sembolik yönleri markalar tarafından ustaca kullanılmaktadır. Tüketim süreçleri ihtiyaçtan öte fanteziler, hisler ve zevkler üzerine düzenlenmektedir. Markalar tüketim olgusunu satın alma öncesi, satın alma ve satın alma sonrası olarak bütün halinde tasarlamaktadır. Müşteriler içerisinde aktif olarak bulundukları haz verici, eğlendirici ve kendileri için anlamlı deneyimlere yönlenmektedir. Bu yaklaşım ile moda markaları da müşterileri için “deneyim, eğlence, tutku, gösteri, duygusal bağlılık” maddelerini ürünlerine yerleştirmektedir. Modanın pazarlama dünyası ile tanıştığı ve bu dünyanın kuralları ile oynamayı başardığı tarihsel süre içerisinde moda markaları inşa olma, ürün geliştirme ve çalkantılı pazarlarda hayatta kalma sürecinde bir dizi denenmiş ve kabul görmüş kodları kullanmıştır. Günümüzde dünyaca ünlü moda markları, keşfedilen ve geliştirilen bu kodları kendi marka imaj ve kişiliklerine uyarlayarak başarıyı yakalamaktadır. Bu çalışmada markalaştırma kodları analiz edilerek moda markalarının izledikleri yol haritaları irdelenmiştir. Çalışmada marka ile ilgili temel kavramlar günümüz moda tüketim olgusu içerisinde incelenmiş ve örnekler ile açıklanmıştır. Bu bağlamda dünyaca ünlü lüks moda markası Burberry incelenerek başarı merdivenlerini tırmanırken uyguladığı stratejiler araştırılmıştır. Bu stratejiler markanın tarihsel süreçte geçirdiği evreler ışığında bütüncül ve geniş bir bakış açısıyla sunulmuştur.

Anahtar Kelimeler

• Moda Pazarlama
• Burberry
• Marka
• Markalaştırma
• Lüks Moda Markaları

Branding Codes: The Case of Luxury Fashion Brand Burberry

Öz

Today, the functional and symbolic aspects of consumption are skillfully used by brands. Consumption processes are organized on fantasies, feelings and pleasures rather than needs. Brands design the consumption phenomenon as a whole, including pre-purchase, purchase and post-purchase. Customers are orientated towards pleasurable, entertaining and meaningful experiences in which they are actively involved. With this approach, fashion brands place the items of "experience, entertainment, passion, show, emotional attachment" in their products for their customers. During the historical period when fashion met the marketing world and managed to play with the rules of this world, fashion brands have used a series of tried and accepted codes in the process of building, product development and survival in turbulent markets. Today, world-famous fashion brands achieve success by adapting these discovered and developed codes to their brand image and personality. In this study, branding codes are analyzed, and the road maps followed by fashion brands are examined. In the study, the basic concepts related to the brand are analyzed in today's fashion consumption phenomenon and explained with examples. In this context, the world-famous luxury fashion brand Burberry was analyzed and the strategies it applied while climbing the ladder of success were investigated. These strategies are presented from a holistic and broad perspective in the light of the stages of the brand in the historical process.

Anahtar Kelimeler

• Fashion Marketing
• Burberry
• Brand
• Branding
• Luxury Fashion Brands

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