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Markalar günümüz tüketiminde kimliklerindeki değerler ile kendilerini türdeşlerinden ayırmaktadır. Moda endüstrisine ait markalar kimlik anlatımına oldukça fazla önem vermektedir. Çünkü moda bir üründen ziyade soyut ve somut gösterilerin oluşturduğu yaşamdır. Moda markaları hedeflediği tüketici gruplarına verdiği kimlik değerleri ile tanınarak tercih edilmektedir. Ürünlerin sunumları bu nedenle önemli olmakta ve mekân olgusuyla bütünleşmektedir. Kaliteli üretilen üründen ziyade moda marka kimliği başarılı bir şekilde algılatılırsa tüketici ve firmaya olumlu kazanımlar vermektedir. Yaşamın bir parçası olan moda kendisini mekânlar aracılığı ile var eder. Mekân da yaşamın bir parçadır çünkü orada temel ihtiyaçlar ve sosyal ihtiyaçlar karşılanmaktadır. Bu bakımdan moda markaları ürünlerini mekân ile sergilemekte ve sergilerken yaşanır kılmaktadır. Moda markalarına ait mekânlardan bazıları da fotoğraf çekimlerinde kullanılmaktadır. Moda fotoğrafçılığı bu aşamada kendini ön plana çıkarır. Ticari eylem öncesi marka bireylere fotoğraf çekimleri ile fiziksel ve dijital olarak gösterilmektedir. Mağazaya olan davetin ve markaya olan bağlılığın ilk iletişimidir. Bu bakımdan moda marka kimlikleri fotoğraf sanatıyla betimlenirken bu çekimlere fon sağlayan mekân tasarımı önemli bir ifade yaratmaktadır. Nitel araştırma kapsamında mekân tasarımlarının moda fotoğrafçılığında hangi türde kullanılarak marka kimliği ile olan bütünleşmesi incelenmiştir. Çalışma kapsamında moda marka kurgusunun yaşamsal hikâyeyi canlı kılan anlatımlarının mekân tasarımı ile bütünleştirerek fotoğrafçılık disiplin kanalıyla tüketicilere görsel algılatıldığı görülmektedir. Mekânın özellikleri bakımından stüdyoda set kurulumu ile gerçekleşen Gucci markasının güncel fotoğraf çekimleri ve gerçek mekânda gerçekleşen Burberry markasının moda fotoğraf çekimi ile kimliklerindeki kurgunun tüketiciye aktarılması incelenmiştir. Sonucunda tasarım disiplinin multidisipliner ortak bir payda ile harmanlanarak iletildiğine varılmaktadır.
Brands in today's consumption distinguish themselves from their kinds of values in their identities. Brands of the fashion industry pay a lot of attention to the identity description. For fashion is a life that is formed by abstract and concrete shows rather than a product. Fashion brands are preferred by recognizing their identity values to the consumer groups they target. Therefore, the presentation of products is important and integrated with the fact of the space. If the fashion brand identity is successfully detected rather than a quality produced product, it gives consumer and company positive benefits. Fashion, which is part of life, exists through the spaces. The place is also part of life because there are basic needs and social needs. In this regard, fashion brands make their products displayed and exhibited in place. Some of the places of fashion brands are also used in photographs. Fashion photography puts itself in the forefront at this stage. The pre-action brand is shown to individuals physically and digitally with photographs. It is the first communication of the invitation to the store and the commitment to the brand. From this point of view, the fashion brand identities are depicted with the photography art while the space design that funds these photographs creates an important expression. Qualitative research has studied the integration of space designs with brand identity by using what kind of fashion photography. In the framework of the study, it is seen that the stories of the fashion brand phantom that make the life story alive with the space design are integrated to the consumers through the photography discipline channel. In terms of the characteristics of the site, the current photographs of the Gucci brand that took place with the set installation in the studio and the fashion photograph of the Burberry brand that took place in the real place and the transmission of the fiction in their identity to the consumer have been studied. As a result, the design discipline is transmitted by mixing with a multidisciplinary common share.
In today's consumption, brands distinguish themselves from their peers with the values in their identities. Brands belonging to the fashion industry attach great importance to identity expression. Because fashion is a life created by abstract and concrete demonstrations rather than a product. Fashion brands are preferred by being recognized with the identity values they give to the target consumer groups. The presentations of the products are therefore important and integrate with the concept of space. If the fashion brand identity is successfully perceived rather than the quality manufactured product, it gives positive gains to the consumer and the company. Fashion, which is a part of life, creates itself through spaces. Space is also a part of life because basic and social needs are met there. In this respect, fashion brands exhibit their products with space and make them livable while exhibiting. Some of the places belonging to fashion brands are also used for photo shoots. Fashion photography brings itself to the fore at this stage. Before the commercial action, the brand is shown to individuals physically and digitally with photo shoots. It is the first communication of the invitation to the store and the commitment to the brand. In this respect, while fashion brand identities are described with photography, the space design that provides the background for these shoots creates an important expression. Within the scope of qualitative research, the integration of space designs with brand identity in fashion photography was examined. Within the scope of the study, it is seen that the narratives of fashion brand fiction, which make the vital story alive, are integrated with the space design, and that consumers are perceived visually through the photography discipline. In terms of the characteristics of the space, the current photo shoots of the Gucci brand, which took place with the set installation in the studio, and the fashion photo shoot of the Burberry brand, which took place in the real place, and the transfer of the fiction in their identities to the consumer were examined. As a result, it is concluded that the design discipline is transmitted by blending it with a multidisciplinary common denominator.
Alan : Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri
Dergi Türü : Uluslararası
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