2020 – 2021 Covid-19 pandemi dönemi’nin moda sektörü kadın giyim tasarımına, tedarik ve satın alma alışkanlıklarına etkileri
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Tarih
2023-05-23
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
Dünya üzerinde ekonomi ve sağlık sektöründe yaşanan en büyük tahribatlardan biri olarak gösterilen Covid-19 pandemisinin tekstil ve moda sektöründe de oldukça büyük sorunlara yol açtığını söylemek mümkündür. Araştırma içerisinde; pandeminin tekstil sektörüne etkileri, 2020-2021 giysi modası - renk tercihleri, marka iletişimi – defile sunumları ve bireylerin pandemi sürecindeki satın alma alışkanlıkları değerlendirilmiştir. Çalışmanın bulgularında; pandemi döneminde hem bireysel hem de şirketler nezdinde dünya üzerindeki başta tekstil sektörü olmak üzere birçok sektörde ve toplumsal düzeyde üretim ve tüketim sistemlerinin sorgulandığı görülmüştür. İlk bir sene bireyler harcamalarında keyfi olanları eleyip daha çok ihtiyaç doğrultusunda alışveriş yapmaya yönelmişlerdir. Tekstil sektöründe pandeminin ilk 6 ayı üretim, perakende ve ihracat anlamında oldukça zor geçmiştir. Sonraki aylarda ise satış ve ihracat hacmi ikinci dalgaya kadar bir önceki yılın aynı ayına göre ivme kazanarak artış eğilimine girmiştir. İkinci dalga Covid-19 salgını ile düşüşler 2020 yılının ilk 6 aylık sürecine göre daha kısa süreli ve daha az oranlarda seyretmiştir. Bununla birlikte e-ticaret ve dijital dönüşüm hız kazanmış; markalar kapanan perakende mağazalarının boşluğunu çevirim-içi alışveriş platformlarında gerek kampanya gerekse çeşitli indirimler yaparak kapatmaya çalışmıştır. Pandemi döneminde yapılan anket ve araştırmaların çoğundan çıkan ana sonuç bireylerin yarısından fazlasının pandemi itibariyle internet üzerinden alışveriş yaptıklarını göstermektedir. 2020-2021 kadın giysi modasında sezonlara genel olarak bakıldığında; pandemi öncesi kurgulanmış olan 2020 İlkbahar/Yaz sezonu daha çok rahat giyim ürünleri ile ön plana çıkarken, pandemi döneminde tasarlanan 2020-2021 Sonbahar/Kış ve 2021 İlkbahar/Yaz sezonlarında rahat modellerin yanı sıra pandeminin yavaşlaması ve sokağa özlemden kaynaklı daha şık ve sokak stiline daha uygun trendlerin benimsendiği görülmüştür. Bu sonuç ile paralel şekilde tasarımlarda kullanılan kumaşların da sürecin ilk sezonunda daha spor ve esnek iken sonraki sezonlarda daha çeşitli bir nitelik kazandığını söylemek mümkündür. Renk tercihlerinde ise, genel olarak canlı renklerin kullanıldığı; bireyleri neşeli, dengeli ve huzurlu hissettiren renklerin moda haftalarına yansıdığı görülmektedir. Markalar pandemi sürecinde tüketiciler ile iletişimde değişikliklere gitmiş ve moda haftaları ve marka defileleri gibi önemli iletişim kanallarını dijitale taşımaya yönelmişlerdir. Kimi zaman film gösterimi veya defile video kaydı, kimi zaman reklam kampanyası, kimi zamansa tamamen dijital 3D programlar kullanılarak sunumlar gerçekleştirilmiştir.
It is possible to say that the Covid-19 pandemic, which is shown as one of the biggest destructions in the economy and health sector in the world, also causes great problems in the textile and fashion sector. In the research; the effects of the pandemic on the textile sector, 2020-2021 clothing fashion - color preferences, brand communication - fashion show presentations and purchasing habits of individuals during the pandemic process were evaluated. In the findings of the study; during the pandemic period, it has been observed that production and consumption systems have been questioned both individually and by companies in many sectors, especially the textile sector, and at the social level. In the first year, individuals eliminated those who are arbitrary in their spending and tended to shop more in line with their needs. The first 6 months of the pandemic in the textile sector were very difficult in terms of production, retail and export. In the following months, sales and export volume gained momentum compared to the same month of the previous year and entered an increasing trend until the second wave. With the second wave Covid-19 epidemic, the declines were shorter and at lower rates compared to the first 6 months of 2020. However, e-commerce and digital transformation gained momentum; brands tried to fill the gap of the closed retail stores by making campaigns and various discounts on online shopping platforms. The main result from most of the surveys and researches conducted during the pandemic period shows that more than half of the individuals shop online as of the pandemic. Looking at the seasons in 2020-2021 women's clothing fashion in general; While the 2020 Spring/Summer season, which was designed before the pandemic, came to the fore with more comfortable clothing products, in addition to the comfortable models in the 2020-2021 Autumn / Winter and 2021 Spring/Summer seasons designed during the pandemic period, the slowdown of the pandemic and the longing for the Street resulted in a more stylish and street style. Appropriate trends have been adopted. In parallel with this result, it is possible to say that while the fabrics used in the designs were more sporty and flexible in the first season of the process, they gained a more diverse quality in the following seasons. In color preferences, generally vibrant colors are used; it is seen that the colors that make individuals feel cheerful, balanced and peaceful are reflected in the fashion weeks. Brands have made changes in communication with consumers during the pandemic process and have turned to digitalizing important communication channels such as fashion weeks and brand fashion shows. Presentations were made using sometimes film screenings or fashion show video recording, sometimes advertising campaign and sometimes completely digital 3D programs.
It is possible to say that the Covid-19 pandemic, which is shown as one of the biggest destructions in the economy and health sector in the world, also causes great problems in the textile and fashion sector. In the research; the effects of the pandemic on the textile sector, 2020-2021 clothing fashion - color preferences, brand communication - fashion show presentations and purchasing habits of individuals during the pandemic process were evaluated. In the findings of the study; during the pandemic period, it has been observed that production and consumption systems have been questioned both individually and by companies in many sectors, especially the textile sector, and at the social level. In the first year, individuals eliminated those who are arbitrary in their spending and tended to shop more in line with their needs. The first 6 months of the pandemic in the textile sector were very difficult in terms of production, retail and export. In the following months, sales and export volume gained momentum compared to the same month of the previous year and entered an increasing trend until the second wave. With the second wave Covid-19 epidemic, the declines were shorter and at lower rates compared to the first 6 months of 2020. However, e-commerce and digital transformation gained momentum; brands tried to fill the gap of the closed retail stores by making campaigns and various discounts on online shopping platforms. The main result from most of the surveys and researches conducted during the pandemic period shows that more than half of the individuals shop online as of the pandemic. Looking at the seasons in 2020-2021 women's clothing fashion in general; While the 2020 Spring/Summer season, which was designed before the pandemic, came to the fore with more comfortable clothing products, in addition to the comfortable models in the 2020-2021 Autumn / Winter and 2021 Spring/Summer seasons designed during the pandemic period, the slowdown of the pandemic and the longing for the Street resulted in a more stylish and street style. Appropriate trends have been adopted. In parallel with this result, it is possible to say that while the fabrics used in the designs were more sporty and flexible in the first season of the process, they gained a more diverse quality in the following seasons. In color preferences, generally vibrant colors are used; it is seen that the colors that make individuals feel cheerful, balanced and peaceful are reflected in the fashion weeks. Brands have made changes in communication with consumers during the pandemic process and have turned to digitalizing important communication channels such as fashion weeks and brand fashion shows. Presentations were made using sometimes film screenings or fashion show video recording, sometimes advertising campaign and sometimes completely digital 3D programs.
Açıklama
Text in Turkish ; Abstract: Turkish and English
Includes bibliographical references (leaves 163-178)
xiv, 181 leaves
Includes bibliographical references (leaves 163-178)
xiv, 181 leaves
Anahtar Kelimeler
Moda, Covid, Pandemi, Tasarım, Tedarik, Perakende, Fashion, Pandemic, Design, Procurement, Retail
Kaynak
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
Künye
Ütüler, B. N. (2023). 2020 – 2021 Covid-19 pandemi dönemi’nin moda sektörü kadın giyim tasarımına, tedarik ve satın alma alışkanlıklarına etkileri. İstanbul: Işık Üniversitesi Lisansüstü Eğitim Enstitüsü.
