Giyim modasında marka kimliği vurgusu olarak desen
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Marka, benzer nitelikli hizmet ve ürünlerin birbirinden ayrışmasını sağlayan sembol, işaret vb. olarak tanımlanmaktadır. Markalar, belirledikleri stratejik konumla, kendilerini tanıtarak kimliklerini oluşturmaktadır; böylece kimliklerini oluştururlarken, tasarım öğelerini de kullanarak görsel özelliklerini de ortaya koymaktadır. Çeşitli hizmet alanlarında oluşturulan görsel marka kimliğinin, etkisine, tıpkı bir insan kimliği gibi, markanın belirgin özelliklerini oluşturan marka kimliğinin ,tekstil endüstrisi alanında, alıcı kitleye sunulan vaatler, duygusal bağ ve imaj gibi birçok faktörün logo, şekil, biçim ambalaj gibi öğeleri de barındırmakta ve kimliğe etkisine rastlanmaktadır. Bir tasarım öğesi olarak kullanılan desenin sürdürülebilir bir şekilde vurgulanarak oluşturdukları görsel etki ile çeşitli giyim markalarının marka kimlikleri haline geldikleri saptanmıştır. Çalışma, görsel kimliğini desenlendirme vurgusuyla oluşturan, Burberry, Missoni, Pringle of Scotland, Alanui ,Maxhosa Africa, Pucci, Gucci ve Marimekko markaları çerçevesinde incelenerek, kadın giyim modası ile sınırlandırılmıştır. Ele alınan markaların geçmiş koleksiyonları tasnif edilerek incelendiğinde güncel eğilim (trendler) bağlamında tema, renk, tasarımlar değişirken, her sezon aynı desenin güncel tasarımlarda yer aldığı tespit edilmiştir. Çalışmada, giyim modasında görsel kimlik haline gelen desen vurgusunun yeni markalarda da sürdürülerek tasarımcıların tasarım bilincine katkı sağlaması amaçlanmıştır. İncelenen markaların kullandıkları desen vurguları, çeşitli arşivlerden taranarak, dördüncü başlıkta görsellerle sunulmuştur. Araştırma tarama yöntemiyle yapılarak çeşitli akademik yayın, makale, kitap ve internet sitelerinden yararlanılmıştır.
A brand is defined as a symbol or sign which distinguishes similar services and products from each other. Brands create their identities by introducing themselves with the strategic position they have determined; hence, while creating their identities, they also reveal their visual aspects by using design elements. Impact of visual brand identity created in various service areas, just like a human identity, brand identity constituting apparent features of brand, in textile industry, with promises offered to buying mass, and various factors such as emotional bond and image, logo, shape, form, packaging and various other factors and similar elements are contained within and their effect on the identity is seen. It has been determined that various clothing brands have become brand identities with the visual effect they create by emphasizing the pattern used as a design element in a sustainable way. The study has been limited to women's clothing fashion by examining within the framework of Burberry, Missoni, Pringle of Scotland, Alanui ,Maxhosa Africa, Pucci, Gucci and Marimekko brands, which create their visual identity with the emphasis on patterning. When the past collections of the brands discussed are classified and examined, it was determined that while the theme, color and designs change in the context of current trends (trends), the same pattern is present in current designs every season. In the study, it is aimed to contribute to the design consciousness of designers by maintaining the emphasis on pattern, which has become a visual identity in clothing fashion, also in new brands. The pattern accents used by the examined brands were scanned from various archives and presented with images in the fourth heading. Various academic publications, articles, books and internet sites were used in the research by scanning method.
A brand is defined as a symbol or sign which distinguishes similar services and products from each other. Brands create their identities by introducing themselves with the strategic position they have determined; hence, while creating their identities, they also reveal their visual aspects by using design elements. Impact of visual brand identity created in various service areas, just like a human identity, brand identity constituting apparent features of brand, in textile industry, with promises offered to buying mass, and various factors such as emotional bond and image, logo, shape, form, packaging and various other factors and similar elements are contained within and their effect on the identity is seen. It has been determined that various clothing brands have become brand identities with the visual effect they create by emphasizing the pattern used as a design element in a sustainable way. The study has been limited to women's clothing fashion by examining within the framework of Burberry, Missoni, Pringle of Scotland, Alanui ,Maxhosa Africa, Pucci, Gucci and Marimekko brands, which create their visual identity with the emphasis on patterning. When the past collections of the brands discussed are classified and examined, it was determined that while the theme, color and designs change in the context of current trends (trends), the same pattern is present in current designs every season. In the study, it is aimed to contribute to the design consciousness of designers by maintaining the emphasis on pattern, which has become a visual identity in clothing fashion, also in new brands. The pattern accents used by the examined brands were scanned from various archives and presented with images in the fourth heading. Various academic publications, articles, books and internet sites were used in the research by scanning method.
Açıklama
Fen Bilimleri Enstitüsü, Tekstil ve Moda Tasarımı Ana Bilim Dalı
Anahtar Kelimeler
Güzel Sanatlar, Fine Arts
