Özet:

The aim of this study is to determine the conditions of perception by fashion design students of the characteristics of clothing brands. The examples of the study in which the visual research method is used consist of students of the Faculty of Fashion Design of the University of Giresun Şebinkarahisar Applied Sciences. The data is obtained by the developed survey form. The survey consists of four main sections, including the demographic characteristics of students, the characteristics they pay attention to in clothing shopping, the expectations from clothing brands and their views on clothing brands. The 5 likert-type scale was used to measure the characteristics that participants pay attention to in clothing shopping and their expectations from clothing brands. In the study, the brand characteristics were structured under three variable titles, emotional factors, brand personality, and physical factors, determining the views of university students on the brand within the research scope. The findings obtained in the tables are given as percentage and number values. However, the χ2 relationship analysis has also been used for the measurement of the statistical relationship between the characteristics and degree levels that university students notice in their perception of fashion brands. The research group has done ANOVA analysis to test whether there is a statistically meaningful difference between the characteristics they pay attention to in clothing trading according to their license levels and the expectations from clothing brands.