Özet
Yedi bölümden oluÅŸan bu araÅŸtýrmanýn amacý, lüks marka maðaza tasarýmýnda mimariyle moda arasýndaki iliÅŸkiyi irdelemektir.
GiriÅŸ bölümünde araÅŸtýrmanýn amacý, kapsamý ve yöntemi belirtilmektedir.
Maðazanýn tarihsel geliÅŸiminin tanýmlandýðý ikinci bölümde, her kronolojik çaðýn kendi formülünü oluÅŸturduðu pazarlama sürecinin günümüze dek aldýðý deðiÅŸik biçimler tartýÅŸýlmaktadýr.
üçüncü bölümde maðazalar genel sýnýflandýrmayla ele alýnmakta, alýÅŸveriÅŸ mekânýnýn tesisi ve genel moda perakendeciliði üzerinde durulmaktadýr. Maðaza fiziksel alanýnýn özellikleri, müÅŸterilere verilen hizmetler, iÅŸletim sistemlerinin tanýmlanmasý, satýlan ürünlerin fiyat ve kalitelerinin ele alýnmasý ve yüksek standart maðazalarýn nitelikleri bu bölümde incelenmektedir.
Moda perakendeciliði tanýmý, marka genel nitelikleri ve onun hedefleri, insan psikolojisi açýsýndan alýÅŸveriÅŸ deneyimi, maðaza ortamýnýn insanýn alýÅŸveriÅŸ davranýÅŸý üzerindeki etkileri, tüketici davranýÅŸý, markalarýn müÅŸterilerine sunduðu ‘yaÅŸam biçimi’ mesajý, ikon mimarlýk, sanatýn geliÅŸmesine koÅŸut maðaza mimarisinin etkilenmesi ve iÅŸletim sistemleri dördüncü bölümün araÅŸtýrma konusudur.
BeÅŸinci bölümde lüks marka maðazalarýn kent dokusu içindeki yerini belirleyen ölçütler ve yer seçimi ölçütlerinin ve yakýn çevrenin yüksek standartlý maðazalarýn tasarýmýna yansýma biçimleri örnekleriyle incelenmektedir.
Altýncý bölümde lüks marka giyim maðazalarý mimari tasarým ilkeleri açýsýndan incelenmektedir. Maðaza cephesi tasarýmý, nitelikleri ve stratejileri, iç tasarým eðilimleri, mekânýn fonksiyonel organizasyonu, satýÅŸ alanlarýnýn nitelikleri ve mekana yansýmalarý, özel müÅŸteri hizmet alanlarý, eðlence ve çalýÅŸma bölümlerinin tasarýmý, maðaza ulaÅŸým düzeni, ürün sergileme yöntemleri, iç grafik / iletiÅŸim düzenlemeleri ve aydýnlatma bu bölümün alt baÅŸlýklarýný oluÅŸturmaktadýr.
Yedinci ve son bölümde lüks marka maðaza tasarýmýnýn önceki bölümlerde araÅŸtýrýlan konularý ýÅŸýðýnda örnekler incelenerek sonuçlarý sunulmaktadýr.
Anahtar kelimeler: Maðaza, lüks maðaza, marka, moda, maðaza cepheleri, vitrin, hizmet, ürün sergileme, maðaza ortamý.
Summary
The aim of this research, which consists of seven parts, is to define the relation between architecture and fashion retail on the design of high-end luxury stores.
Introduction part determines the importance, scope and method of the research.
Part II presents the description for store feature evolution subliniate the importance as the expression and reflection of a particular historical, social, cultural and economic period. It might be argued that each chronological era adopts its own formulas to stage the marketing processes which, from primitive bartering onwards, has taken on numerous forms.
Part III reveals general retail classification. Following this, is presented more detailed description of retail’s store trading classification types, based on: site’s physical location characteristics, physical size and type of offered location space, offered services type, price and quality of sold goods. Within the context of this work I studied the typologies of upscale and high-end stories and their characteristic features, their classification types based on buildings functional organization, planned period time for buildings existence, selling process management solutions and economical growth development ways.
Part IV nominates and explains the main important factors that contribute to development of height-end luxury stores, as retail system, brands and their applied trends, psychological characteristics of shopping experience, store atmospherics, consumer behaviors and fashion/luxury consumption, promotions of ‘Lifestyle’ message, fashion art/movements, ironical architecture, art movements and exhibitions, organisational principles of store building project and construction/reconstruction works.
Part V presents the study about relationship between city’s structures and shopping facilities as are the city’s selection for commercial areas location, the types and characteristics of shopping areas inside the urban structure, and the stores site location section principles and the influence of all this factors to store architecture.
Part VI reveals general architectural design principles, the development of storefront and entrance design approach, strategies; relation to the physical context and local restrictions; design principles, styles and trends, technological and structural developments, the design of elements as exterior signages, store windows, materials and colours, ilumination and security system. The development of interior architecture for clothing retail stores, the main applied trends for interior design, the functional organisation of high-end fashion stores and basic design characteristics of all functional areas, the study of movements and circulation patterns, the type and properties of finishing materials used for in-store decor, general notions about merchandise displays, freestanding and built-in dispay fixture, lighting, signs and graphics design. Additional information is gived about retail buildings structural and technological systems, construction materials, basic technological: mechanical, fire protection, plumbing, electrical, and security systems.
Part VII presents a general conclusion about all data’s, researches and examples analyzed and explained in this theoretical work.
Key words: store, height-end luxury stores, brands, fashion, urban retail, store atmosphere, storefronts design, store windows, customer service, garments displays.