Diyarbakır hazır giyim sektöründe markalaşmanın moda ve tasarım çalışmaları açısından önemi
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Dosyalar
Tarih
2021-06-14
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Işık Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Attribution-NonCommercial-NoDerivs 3.0 United States
Attribution-NonCommercial-NoDerivs 3.0 United States
Özet
Moda ve tasarım; ABD, Avrupa, Çin gibi küresel ölçekli ülkelerin pazarda etki sahibi olduğu bir alandır. Bu ülkeler içerisinde gelişmekte olan bir ülke olarak Türkiye’nin hazır giyim ve tekstil sektöründe söz sahibi olduğu görülmektedir. Markalaşma ve moda anlamında Türkiye’nin gelişmiş ülkeler seviyesine ulaşabileceği düşünülmektedir. Bu çalışmada yerel bir bölge olan Diyarbakır’da tekstil sektörüne yönelik durum ortaya konulmaya çalışılacaktır. Çalışmanın amaçları temel olarak Diyarbakır hazır giyim sektöründeki moda ve tasarım faaliyetlerinin durumunu öğrenmek, mevcut problemleri tespit etmek ve potansiyel dinamiklerini keşfetmektir. Bunlara ek olarak hazır giyim firmalarına ciddi anlamda değer katan markalaşma durumunu öğrenmek ve markalaşma için verilen teşviklerin yeterliliği katılımcılarla birlikte değerlendirilmiştir. Bu kapsamda Diyarbakır'da yer alan ve hazır giyim sektöründe faaliyet gösteren 9 adet markalaşmış firmanın sahipleri ile mülakat analizi gerçekleştirilmiştir. Aynı zamanda mülakat analizlerine ek olarak, Diyarbakır’ın makro durumunu değerlendirebilecek 2 adet röportaj yapılmıştır. Mülakat analizi sonucunda katılımcıların markalaşma eğiliminin olduğu tespit edilmiştir. Bu eğilimlerinin de en büyük sebebinin firmaların pazarda kalıcı ve belirgin yer edinmek ile kurumsal olarak profesyonelliği arttırmak olduğu tespit edilmiştir. Ulaşılan bir diğer sonuç ise Diyarbakır’daki birçok firmanın moda ve tasarım faaliyetleri alanında tasarımcıların olmamasıdır. Bunun nedeni olarak tasarımcıların diğer illerden buraya gelmeyi tercih etmemesi, ekonomik ve teknik anlamda yeterli bir zeminin olmaması olarak özetlenmiştir. Gerçekleştirilen röportajlarda ise yetişmiş insan kaynağının çok önemli olduğunu ve bunun gün geçtikçe Diyarbakır lehine arttığını vurgulamıştır. Son olarak firmaların finansal anlamda sıkıntı yaşadıklarını belirtmiş, verilen teşviklerin markalaşma ve tasarım alanlarında ilerlemek için yeterli olmadığı sonucuna ulaşılmıştır.
Fashion and design is an area where global leaders such as the USA, Europe and China have an impact on the market. Turkey, a developing country, among these countries, has a say in the ready-made clothing and textile sector. It is thought that Turkey can reach the level of developed countries in terms of branding and fashion. This study will attempt to shed light on the situation regarding the textile sector in a local region, Diyarbakır. The aims of the study are to learn the status of fashion and design activities in the ready-made clothing sector in Diyarbakır, to identify existing problems and to explore potential dynamics. In addition, the status of branding, which adds significant value to ready-made clothing companies, and the adequacy of branding incentives were evaluated together with the participants. In this context, an interview analysis was conducted with the owners of nine branded companies operating in the ready-made clothing sector in Diyarbakır. In addition to the interview analysis, two interviews were conducted to evaluate the macro situation of Diyarbakır. As a result of the interview analysis, it was determined that there was a tendency among the participants towards branding. It was determined that the most important driver behind this trend was to secure a permanent and prominent place in the market and to increase the professionalism institutionally. Another result reached from the analysis is that many companies in Diyarbakır do not have designers in the field of fashion and design activities. The reason for this, in short, is that designers do not prefer to come to Diyarbakır from other provinces and that there is not sufficient economic and technical infrastructure and ground. In the interviews, the importance of trained human resources was highlighted, and participants also mentioned that the situation in this area is improving day by day. Finally, it was stated that the companies were experiencing financial difficulties, and it was concluded that the incentives provided were not sufficient to make real progress in the fields of branding and design.
Fashion and design is an area where global leaders such as the USA, Europe and China have an impact on the market. Turkey, a developing country, among these countries, has a say in the ready-made clothing and textile sector. It is thought that Turkey can reach the level of developed countries in terms of branding and fashion. This study will attempt to shed light on the situation regarding the textile sector in a local region, Diyarbakır. The aims of the study are to learn the status of fashion and design activities in the ready-made clothing sector in Diyarbakır, to identify existing problems and to explore potential dynamics. In addition, the status of branding, which adds significant value to ready-made clothing companies, and the adequacy of branding incentives were evaluated together with the participants. In this context, an interview analysis was conducted with the owners of nine branded companies operating in the ready-made clothing sector in Diyarbakır. In addition to the interview analysis, two interviews were conducted to evaluate the macro situation of Diyarbakır. As a result of the interview analysis, it was determined that there was a tendency among the participants towards branding. It was determined that the most important driver behind this trend was to secure a permanent and prominent place in the market and to increase the professionalism institutionally. Another result reached from the analysis is that many companies in Diyarbakır do not have designers in the field of fashion and design activities. The reason for this, in short, is that designers do not prefer to come to Diyarbakır from other provinces and that there is not sufficient economic and technical infrastructure and ground. In the interviews, the importance of trained human resources was highlighted, and participants also mentioned that the situation in this area is improving day by day. Finally, it was stated that the companies were experiencing financial difficulties, and it was concluded that the incentives provided were not sufficient to make real progress in the fields of branding and design.
Açıklama
Text in Turkish ; Abstract: Turkish and English
Includes bibliographical references (leaves 88-94)
xiii, 99 leaves
Includes bibliographical references (leaves 88-94)
xiii, 99 leaves
Anahtar Kelimeler
Diyarbakır, DTİOSB, Hazır giyim, Markalaşma, Moda ve tasarım, Branding, Diyarbakir, DTIOSB, Fashion and design, Ready-made clothing
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Arı, A. (2021). Diyarbakır hazır giyim sektöründe markalaşmanın moda ve tasarım çalışmaları açısından önemi. İstanbul: Işık Üniversitesi Sosyal Bilimler Enstitüsü.
