Öz
Hazır giyim sektörü ekonomik gelişmelerden ve değişimlerden önemli ölçüde ve hızlı bir şekilde etkilenen bir pazar yapısına sahiptir. Hızlı moda ise özellikle son on yılda hazır giyim sektöründe etkisini gittikçe arttırmaktadır. İşletmelerin rekabet üstünlüğü yaratabilmek için başvurduğu farklılaşma stratejisi ve iş modeli olarak değerlendirilmeye başlamıştır. Hızlı moda konseptini uygulayan markaların hem yapısal süreçlerinde hem de perakende ağlarında önemli değişimler göza çapmaktadır. Ülkemizde hızlı moda stratejisini uygulayan ve öne çıkan belli başlı dört hazır giyim markaları bulunmaktadır. Bu araştırma kapsamında dört marka ile görüşülmüştür. Hızlı moda iş modelleri tüm aşamalarda; tasarım, ürün geliştirme, tedarik ağı, bilgi sistemleri, mağaza operasyonları karşılaştırmalı olarak incelenmiş ve Türk hazır giyim perakendeciliği incelenmiş ve değerlendirme yapılmıştır
Anahtar Kelimeler
Hızlı moda Hazır giyim sektörü Perakendecilik Tedarik Zinciri Yönetimi
Kaynakça
- 1. Mihm, B., 2010, Fast Fashion in A Flat World: Global Sourcing Strategies, International Business & Economics Research Journal, 9(10):54-56
- 2. Deloitte, 2012, Switching Channels Global Powers of Retailing 2012, 38p.
- 3. Sheridan, M., Moore, C. and Nobbs, K. , 2006, Fast fashion requires fast marketing: The role of category management in fast fashion positioning, Journal of Fashion Marketing and Management, 10(16): 302-305.
- 4. Cin, İ., 2011, “Ufak Dükkandan Zincir Mağazalara, Bir KOTON Hikayes”, http://www.girisimhaber.com/post/2011/03/14/Ufacik-Dukkandan-ZincirMagazalara-Bir-Koton-Hikayesi.aspx#.UFQ4uY0aNSQ
- 5. GBP, 2011, “Bir Koton Hikayesi”, http://www.gencbusiness.com/gbp-haberleri/1191_bir-koton-hikayesi.html
- 6. Bhardwaj, V. and Fairhurst, A. , 2010, Fast fashion: response to changes in the fashion industry, The International Review of Retail, Distribution and Consumer Reserarch, 20(10): 166-169.
- 7. Byun, S. and Sternquist, B., 2008, The antecedents of in-store hoarding: measurement and application in the fast fashion retail environment, The International Review of Retail, Distribution and Consumer Research, 18(16): 134-145.
- 8. Collezione, “Official web site”, http://www.collezione.com/default.aspx?lang=tr-TR
- 9. Colin’s, “Official web site”, http://www.colins.com.tr/turkish
- 10. Eroğlu Holding, “Officila web site”, http://www.erogluholding.com
- 11. Hayes, S. , G. , Jones, N., 2006, Fast fashion : a financial snapshot, Journal of Fashion Marketing and Management, 10(20):283-285.
- 12. Koton, “Official web site”, http://www.koton.com.tr/
- 13. LC Waikiki, “Official web site”, http://www.lcwaikiki.com/
Öz
Apparel sector has a significant market structure which is affected from economical developments as well as changes rapidly. Then, fast fashion is especially for the recent 10 years has increased its effect on apparel sector. It started to be evaluated as a differentiation strategy and a business model applied by firms in order to create competitive advantage. It is obviously seen that in the structural processes and retail networks of brand marks, which are adopting fast fashion, significant changes are being noticed. In our country, Turkey, there are specific brands coming out by their fast fashion strategies. In this research, four Turkish brand marks, applying fast fashion retailing strategy, are investigated. Fast fashion business models in all processes; design, product development, supply chain, information systems, store operations are looked over relatively and Turkish apparel retailing has reviewed
Anahtar Kelimeler
Fast fashion Apparel sector Retailing Supply Chain Management
Kaynakça
- 1. Mihm, B., 2010, Fast Fashion in A Flat World: Global Sourcing Strategies, International Business & Economics Research Journal, 9(10):54-56
- 2. Deloitte, 2012, Switching Channels Global Powers of Retailing 2012, 38p.
- 3. Sheridan, M., Moore, C. and Nobbs, K. , 2006, Fast fashion requires fast marketing: The role of category management in fast fashion positioning, Journal of Fashion Marketing and Management, 10(16): 302-305.
- 4. Cin, İ., 2011, “Ufak Dükkandan Zincir Mağazalara, Bir KOTON Hikayes”, http://www.girisimhaber.com/post/2011/03/14/Ufacik-Dukkandan-ZincirMagazalara-Bir-Koton-Hikayesi.aspx#.UFQ4uY0aNSQ
- 5. GBP, 2011, “Bir Koton Hikayesi”, http://www.gencbusiness.com/gbp-haberleri/1191_bir-koton-hikayesi.html
- 6. Bhardwaj, V. and Fairhurst, A. , 2010, Fast fashion: response to changes in the fashion industry, The International Review of Retail, Distribution and Consumer Reserarch, 20(10): 166-169.
- 7. Byun, S. and Sternquist, B., 2008, The antecedents of in-store hoarding: measurement and application in the fast fashion retail environment, The International Review of Retail, Distribution and Consumer Research, 18(16): 134-145.
- 8. Collezione, “Official web site”, http://www.collezione.com/default.aspx?lang=tr-TR
- 9. Colin’s, “Official web site”, http://www.colins.com.tr/turkish
- 10. Eroğlu Holding, “Officila web site”, http://www.erogluholding.com
- 11. Hayes, S. , G. , Jones, N., 2006, Fast fashion : a financial snapshot, Journal of Fashion Marketing and Management, 10(20):283-285.
- 12. Koton, “Official web site”, http://www.koton.com.tr/
- 13. LC Waikiki, “Official web site”, http://www.lcwaikiki.com/
Ayrıntılar
| Diğer ID | JA88VV67AY |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Aralık 2014 |
| Gönderilme Tarihi | 1 Aralık 2014 |
| Yayımlandığı Sayı | Yıl 2014 Cilt: 24 Sayı: 2 |