Author :
Abstract
Covid-19 pandemisi pek çok sektörü etkisi altına almış, krizi fırsata çevirmeye yönelik iş stratejileri şirketlerin ve sektörlerin kurtarıcısı olmuştur. Sosyal, politik, kültürel olaylara göre şekillenen moda sektörü, tanıtım faaliyetleri konusunda pandeminin sınırlılıklarıyla karşı karşıya kalmıştır. Bu çalışma pandemide moda sektörünün tanıtım faaliyetlerini örneklemek amacıyla gerçekleştirilmiştir. Pandemi öncesinde de farklılaşmak amacıyla bazı marka ve tasarımcılar tarafından gerçekleştirilen dijital moda gösterileri pandemi ile zorunlu hale gelmiştir. Pandemi tedbirleri kapsamında gelen sınırlılıkları fırsat olarak kullanan moda haftaları ve tasarımcılar ürün tanıtım faaliyetlerinin yanı sıra izleyici ve katılımcılarla etkileşime yönelik uygulamalar gerçekleştirmiş, fiziksel defilelere kıyasla maliyeti azaltmış ve daha geniş bir kitleye hitap etme fırsatı yakalamışlardır.
Keywords
Abstract
The Covid-19 pandemic has affected many sectors, and business strategies aimed at turning the crisis into an opportunity have been the savior of companies and sectors. The fashion industry, which is shaped according to social, political and cultural events, has faced the limitations of the pandemic in terms of promotional activities. This study was carried out to exemplify the promotional activities of the fashion industry during the pandemic. Digital fashion shows held by some brands and designers in order to differentiate before the pandemic became mandatory with the pandemic. Using the limitations within the scope of pandemic measures as an opportunity, fashion weeks and designers carried out applications for interaction with the audience and participants, as well as product promotion activities, reduced the cost compared to physical fashion shows and had the opportunity to appeal to a wider audience.
Keywords
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