Abstract:

The concept of brand can be expressed as the set of features that distinguish a company or firm from others. One of the most important elements of product sales in the fashion and textile industry is branding. Companies that have become brands and have made it a point to appeal to the perception of luxury consumption plan their collections in line with this purpose, as they analyze the needs and expectations of the consumer well. This planned situation causes some features such as unique logos, monograms, motifs and colors among fashion brands to develop and maintain their continuity. With this uniqueness, the brand ensures the continuity of the luxury and brand product perception for the consumer and the brand image it creates distinguishes itself from others in the consumer's mind. Within the scope of the research, it was aimed to examine the motif features commonly used in the printed clothing products of luxury fashion brands. Scanning method was used in the study. In this study, 574 printed clothing products of fashion brands such as Gucci, Christian Dior, Chanel, Louis Vuitton, Giorgio Armani, Dolce Gabbana, Hugo Boss were examined and the pattern design features (motif, color, etc.) of these products were evaluated. When the pattern design features of the available products are examined, it has been determined that while the logos, symbols and monograms of luxury fashion brands attract attention, various motifs, including herbal, geometric, pictorial and figurative, symbolic, object and written are used.

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