Lüks endüstrisinde intikam alışverişi kavramına genel bir bakış
| dc.authorid | 0000-0003-3997-5983 | en_US |
| dc.contributor.author | Öymen, Gözde | |
| dc.date.accessioned | 2021-01-12T11:50:44Z | |
| dc.date.available | 2021-01-12T11:50:44Z | |
| dc.date.issued | 2020 | en_US |
| dc.department | Fakülteler, İletişim Fakültesi, Halkla İlişkiler ve Reklamcılık Bölümü | en_US |
| dc.description.abstract | İşletmeler, ekonomik belirsizlik ve dalgalanmalar, kaza ve doğal afetler, çevre felaketleri, sağlık problemleri, savaş, teknolojik gelişmeler, tüketici tercihlerinde meydana gelen değişimler ve yoğun rekabet vb. birçok nedenden dolayı hiç beklemedikleri anlarda çeşitli krizlerle karşı karşıya kalabilmektedirler. İşletmeler açısından bu krizlerin olumsuz etkilerinin giderilerek fırsata dönüştürülmesi, başarılı bir kriz yönetimi ile sağlanabilir. Tüketiciler açısından ise, kriz sonrası dönemde, insanların kendilerini şımartma ve normalden daha fazla satın alma eğiliminde olacağı, özellikle lüks tüketim pazarında yüksek tutarlı harcamalar gerçekleştireceği öngörülmektedir. Kriz sonrası lüks pazarında gerçekleştirilen bu alışverişe “intikam alışverişi” denilmektedir. Kavram ilk olarak Çin’de ortaya çıkmış ve halihazırda içinde bulunulan Kovid-19 sürecinde tekrar Çin’de kendini göstermiştir. İntikam alışverişi kavramı, gerçekte yüksek gelir düzeyli bir tüketicinin alışmış olduğu tüketim kalıbından, gelirindeki olası bir azalma sonucu hemen vazgeçmesinin beklenmediği Duesenberry teorisine dayanmaktadır. Bu bağlamda intikam alışverişi, öncelikle fiyat, kalite, estetik unsurlar, enderlik, olağandışılık ve tarihi miras birçok yönden diğer pazarlardan ayrılan lüks endüstrisinde kendini göstermektedir. İnsanların lüks marka tercihlerini alışkanlığa dönüştürdüğü durumlarda intikam alışverişi söz konusu olmaktadır. Gerçekte, intikam alışverişini etkileyen faktörler; duygusal, rasyonel (başarılı pazarlama kampanyaları) ve dijital (hashtag) olmak üzere 3’e ayrılmaktadır. Her ne kadar lüks markaların yüksek oranda hedonik satın almaya dayandığı ve rasyonel satın alma davranışıyla çelişki içinde olduğu bilinse de, intikam alışverişinde belirli oranda indirim gibi tutundurma kampanyaları lüks marka satın alma davranışına rasyonellik katmaktadır. Buradan hareketle, yaşanan krizlerden sonra bazı endüstri dallarının pazarlama iletişimi stratejilerinde değişikliğe gideceği de düşünülmektedir. Bu çalışmada ilk olarak intikam alışverişi kavramının ortaya çıkışı anlatılacak ve kavramın detaylı tanımına değinilecektir. Daha sonra, kavramla yakından ilişkili olan Duesenberry teorisi aktarılacak ve lüks endüstrisinin öğeleri açıklanacaktır. Son bölümde ise, lüks markaların Kovid-19 dönemindeki pazarlama iletişimi stratejileri ele alınacaktır. | en_US |
| dc.description.abstract | The economic activity of consumption is defined as the process by which goods and services are put to final use by consumers. In this definition, consumers act rationally choosing the goods that provide the greatest value with the least cost during the buying process. But this is just an academic definition. In real life, consumers do not always act rationally but rather they act fully emotional, hedonic and experiential. Hence, we are so immersed in a culture of consumption that we can be said to be living in a consumer society, a society in which a large part of people’s sense of identity and meaning is achieved through the purchase and use of goods and services. On the other hand, for thousands of years in many societies a small elite class has existed that enjoyed higher consumption standards and bought luxury goods and services. But after the 2000’s, the demand for luxury goods is increasing gradually since the individuals can acquire more revenue and enjoy more consumption opportunities thanks to the conditions of the modern era (Husic ve Cicic 2009: 231). In this sense, not only mid-class consumers have tendency to the luxury consumption in line with their increasing prosperity, but also high-class brands are eager to capture more customer segments and expand their share of the market by diversifying their offers (Truong, McColl, ve Kitchen, 2009). Even the brands that are not assumed as luxury want to stretch their brands into premium and luxury segments and capitalize the higher margins and high demand of market as much as possible (Heine, 2011). Above all, luxury consumption is strictly related to economic wealth of people as purchasing power rises, tendency to buy luxury items increases accordingly. But what happens in the crisis periods? The term revenge spending defines this behavior; how shopping-starved consumers will come out of quarantine and overcompensate by making more purchases than normal. People were forcefully restricted from shopping but once these restrictions will be lifted, people will buy a hell lof of things. Several sources are beginning to recall the concept of revenge spending as a pretext for the economic acceleration expected in the second half of 2020, in light of the first signs of recovery that are beginning to appear in China (https://www.goodrebels.com). Revenge spending is closely related to Duesenberry’s theory; people grow accustomed to a particular consumption pattern and view it as “normal”. When their income falls, they are loath to cut their consumption below its “normal” level. They won’t disclaim the welfare of their lifestyle, but they will reduce the investment. Yet when their income rises above normal, they are not in a hurry to increase consumption. In other words, losses of consumption are felt more strongly than gains. There are many factors that contribute to the profitability of a luxury brand. These include availability at the right locations, strategic marketing, and, most important, nationwide economic stability. All these elements have taken hard hits since the coronavirus outbreak. With federal mandates to self-quarantine, doors have closed, leading to foot traffic becoming virtually nonexistent, diminishing sales exponentially. Indeed, luxury conglomerates tried their best to weather the storm of COVID-19. In this paper, first of all the term revenge buying will be explained in detail. The history of the term and its relation with China will be investigated deeply. Then, hence the term arouses especially from the luxury industry, some main topics about the luxury sector will be explained. After these, the revenge buying’s theoretical background will be based upon the behavioral economist Duesenberry’s relative income hypothesis. Lastly, the luxury sector and revenge buying concepts will be explained during the crisis of Covid-19. There has been a pent-up demand in China; called revenge buying or in other terms “treat myself to something nice buying”. When China lifted their lockdown, branded stores like Hermes and beauty brands, Estee Lauder, Lancome as well as sporting retailer, Nike experienced double digit saled growth compared to the same period last year. So, in conclusion, it will be discussed whether the rate of revenge buying would be enough or not to counter losses. To sum up, even before the Covid-19, the luxury industry was undergoing fundamental change as companies faced mounting pressure to become more customer-centric, digital, agile and sustainable. Now, as they reset short-term targets and adopt new ways of working to cope with Covid-19, companies can still move toward these longer term goals. The luxury market was slow to embrace e-commerce, partly because expensive purchases are difficult for consumers to make online. But with stores closed, and with no other choice, many luxury brands connected with their customers virtually, with not only an online store, but direct emails, live chats, virtual fashion shows, tutorials, and product launches hosted on Instagram, Facebook, and other social media platforms. Lastly, post crisis, trends are pointing to more sustainable practices in luxury products, and the desire for more-responsible consumption, reinforcing the need for companies to provide clear, detailed information about their processes and products. | en_US |
| dc.identifier.doi | 10.21645/intermedia.2020.72 | en_US |
| dc.identifier.endpage | 160 | en_US |
| dc.identifier.issue | 12 | en_US |
| dc.identifier.startpage | 150 | en_US |
| dc.identifier.uri | https://hdl.handle.net/11467/4337 | |
| dc.identifier.uri | https://doi.org/10.21645/intermedia.2020.72 | |
| dc.identifier.volume | 7 | en_US |
| dc.language.iso | tr | en_US |
| dc.publisher | İstanbul Ticaret Üniversitesi | en_US |
| dc.relation.ispartof | Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi | en_US |
| dc.relation.publicationcategory | Makale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı | en_US |
| dc.rights | info:eu-repo/semantics/openAccess | en_US |
| dc.subject | İntikam Alışverişi | en_US |
| dc.subject | Lüks Endüstrisi | en_US |
| dc.subject | Kovid-19 | en_US |
| dc.subject | Revenge Buying | en_US |
| dc.subject | Luxury Industry | en_US |
| dc.subject | Covid-19 | en_US |
| dc.title | Lüks endüstrisinde intikam alışverişi kavramına genel bir bakış | en_US |
| dc.title.alternative | An overview of revenge buying in luxury industry | en_US |
| dc.type | Article | en_US |
