Kavramsal bağlamda kurumsal kimlik ve iç mekan tasarımı ilişkisi: Örnek mağaza incelemeleri
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Geçmişten günümüze gelişmekte olan teknoloji, ticaret ve sanayileşmeyle birlikte bireyler, zaman içinde toplumlar, kendilerini tanımlamak ve diğerlerinden ayrışmak amacıyla kimliklerini oluşturmuşlardır. Endüstrileşmeyle birlikte, günümüzde kurumlar, kurumsal renk, özgün logo ve amblemleri ile kimliklerini oluşturmuş, rekabet dünyasında ön plana çıkma gayreti göstermişlerdir. Perakende sektöründe sayıları artan giyim mağazalarının birbirlerinden ayrışma çabaları kurumsal kimlik çalışmalarına önem göstermelerine yol açmıştır. Bu oluşumlar, sektörde başarılı olmak adına yeni strateji yöntemleri geliştirmiş, kurumsal kimliklerini marka imajlarıyla birlikte mağaza iç mekan tasarımlarına yansıtarak müşteri sadakati ve güvenini kazanmaya çalışmışlardır. Bu anlamda mağazaların iç mekan tasarım unsurları olan estetik, teknik, duyusal unsurlar gibi soyut veya somut unsurlar kurumsal kimliği aktarmada aracı olmuşlardır. Bu tez kapsamında, imajlarını koruma ve geliştirme çabasında olan hedef kitlesi ve gelir düzeyi farklı müşteri profiline hitap eden zincir giyim mağazalarında, kurumsal kimlik ve iç mekan tasarımı ilişkisi incelenip, örnekler üzerinden değerlendirilmiştir. Tez kapsamında kurumsal kimlik ve mağaza kavramları ile ilgili yapılan literatür araştırması, seçilen mağazalar için mekan analizi ve kişisel görüşmeler ışığında oluşturulan özgün mağaza bilgi formları ile bu mağazalar hakkında bilgiler toplanmıştır. Mağaza inceleri için kapsam giyim mağazaları ile sınırlandırılmış ve kurumsal kimlikleri oturmuş, kuruluşları 30 yılı aşkın global firmalar arasından örnek mağazalar seçilmiştir. Seçilen örnek mağazalar, formlar aracılığıyla toplanılan bilgiler, mekan analizi ve kişisel görüşmeler ile Kurumsal Kimlik ve İç Mekan Tasarımı İlişkisi' ni irdeleyen başlıklara ayrılmış karşılaştırma tabloları oluşturulmuştur. Karşılaştırma tabloları aracılığı ile seçilen mağazalar karşılaştırmalı olarak irdelenmiş ve elde edilen veriler doğrultusunda bulgulara ulaşılmıştır. Bulgulara ışığında, yapılan analiz ve değerlendirmelere göre, marka değeri oluşmuş mağazalarda, kurumsal kimlikten mağaza iç mekan tasarımına kadar uzanan bütüncül tasarım anlayışı hedeflendiği görülmüştür.
Together with the developing technology, trade and industrialization from the past to the present, individuals and societies have formed their identities in order to define themselves and differentiate themselves from others. With industrialization, institutions today have formed their identities with their corporate colors, unique logos and emblems, and have strived to stand out in the competitive world. The efforts of the clothing stores, whose number has increased in the retail sector, to separate from each other have led them to attach importance to corporate identity studies. These formations have developed new strategy methods in order to be successful in the sector, and have tried to gain customer loyalty and trust by reflecting their corporate identities to the store interior designs together with their brand images. In this sense, abstract or tangible elements such as aesthetic, technical and sensory elements, which are the interior design elements of the stores, have been instrumental in conveying the corporate identity. Within the scope of this thesis, the relationship between corporate identity and interior design in chain clothing stores that appeal to different customer profiles with target audience and income level, which is trying to protect and develop their image, has been examined and evaluated through examples. Within the scope of the thesis, the literature research on corporate identity and store concepts, location analysis for selected stores and unique store information forms created in the light of personal interviews and information about these stores were collected. For shop details, the scope was limited to clothing stores and their corporate identities were established, and sample stores were selected among global companies with more than 30 years of establishment. Selected sample stores, information gathered through forms, space analysis and personal interviews, and comparison tables divided into titles examining the Relationship between Corporate Identity and Interior Design were created. The stores selected through the comparison tables were examined comparatively and the findings were reached in line with the data obtained. In the light of the findings, according to the analysis and evaluations, it has been seen that a holistic design approach, ranging from corporate identity to store interior design, is aimed in stores with brand value. The introduction part of the thesis summarizes the purpose, scope and method of the thesis. The first part of the thesis constitutes the part that constitutes the conceptual framework of corporate identity, the concept of corporate identity, its historical development and elements, and the concept of brand. In the second part of the thesis, the concept of the store, its historical development and design elements are explained. In this section, corporate identity and interior design elements are evaluated through store functions. In the third part, the original method created within the scope of this thesis is explained. In the sample store reviews, which is the fourth part of the thesis, firstly, general information about the historical development and corporate identities of the selected brands is given. In the sample store reviews section, the original store forms and comparison tables created within the scope of the thesis of the selected stores are included in the appendices. The fifth section includes the findings obtained by comparing the data obtained from the tables between three selected sample stores. In the conclusion part, the corporate identities are settled, evaluations are made in the light of the findings for the global clothing stores and the impression about the relationship between corporate identity and interior design in the conceptual context is revealed.
Together with the developing technology, trade and industrialization from the past to the present, individuals and societies have formed their identities in order to define themselves and differentiate themselves from others. With industrialization, institutions today have formed their identities with their corporate colors, unique logos and emblems, and have strived to stand out in the competitive world. The efforts of the clothing stores, whose number has increased in the retail sector, to separate from each other have led them to attach importance to corporate identity studies. These formations have developed new strategy methods in order to be successful in the sector, and have tried to gain customer loyalty and trust by reflecting their corporate identities to the store interior designs together with their brand images. In this sense, abstract or tangible elements such as aesthetic, technical and sensory elements, which are the interior design elements of the stores, have been instrumental in conveying the corporate identity. Within the scope of this thesis, the relationship between corporate identity and interior design in chain clothing stores that appeal to different customer profiles with target audience and income level, which is trying to protect and develop their image, has been examined and evaluated through examples. Within the scope of the thesis, the literature research on corporate identity and store concepts, location analysis for selected stores and unique store information forms created in the light of personal interviews and information about these stores were collected. For shop details, the scope was limited to clothing stores and their corporate identities were established, and sample stores were selected among global companies with more than 30 years of establishment. Selected sample stores, information gathered through forms, space analysis and personal interviews, and comparison tables divided into titles examining the Relationship between Corporate Identity and Interior Design were created. The stores selected through the comparison tables were examined comparatively and the findings were reached in line with the data obtained. In the light of the findings, according to the analysis and evaluations, it has been seen that a holistic design approach, ranging from corporate identity to store interior design, is aimed in stores with brand value. The introduction part of the thesis summarizes the purpose, scope and method of the thesis. The first part of the thesis constitutes the part that constitutes the conceptual framework of corporate identity, the concept of corporate identity, its historical development and elements, and the concept of brand. In the second part of the thesis, the concept of the store, its historical development and design elements are explained. In this section, corporate identity and interior design elements are evaluated through store functions. In the third part, the original method created within the scope of this thesis is explained. In the sample store reviews, which is the fourth part of the thesis, firstly, general information about the historical development and corporate identities of the selected brands is given. In the sample store reviews section, the original store forms and comparison tables created within the scope of the thesis of the selected stores are included in the appendices. The fifth section includes the findings obtained by comparing the data obtained from the tables between three selected sample stores. In the conclusion part, the corporate identities are settled, evaluations are made in the light of the findings for the global clothing stores and the impression about the relationship between corporate identity and interior design in the conceptual context is revealed.
Açıklama
Anahtar Kelimeler
İç Mimari ve Dekorasyon, Interior Design and Decoration
