What explains the lack of global Turkish brands?
Başlık çevirisi mevcut değil.
- Tez No: 518068
- Danışmanlar: Prof. JAMIE MARSDEN, Prof. NINGTAO MAO
- Tez Türü: Yüksek Lisans
- Konular: Tekstil ve Tekstil Mühendisliği, Textile and Textile Engineering
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2015
- Dil: İngilizce
- Üniversite: Unıversıty Of Leeds
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Turkish fashion brands are successful in the local and international market, and the textile industry in Turkey is also very much established. The Turkish brands are completely capable to meet the requirements of customers worldwide and the young fashion designers are contributing heavily towards a mature and innovative fashion industry. Despite of these facts, the Turkish fashion brands fail to gain the same popularity and attention which American, Italian, French or British brands have internationally. It can be seen that the leading fashion brands of the world such as Burberry, BOSS, Gucci, and Chanel etc. are all originated from British, American, Italian, French origins. These brands have been successful to rule the local as well as international market with different strategies that keep them ahead of other brands. This dissertation has focused on the processes and issues that occur while globalizing a brand. Moreover, Turkish brands and Turkish market are studied in detail with respect to globally famous brands and the differences in their policies are observed so that studies can be carried out about the difference in their policies and strategies resulting in the huge gap of success between them. How these policies are affecting the growth of Turkish brands and how can the brands overcome these shortcomings are also discussed. Turkish brands are compared with the world famous brands in order to look for a Turkish brand Damat is studied in detail for this purpose and their stores, marketing, global expansion and product evaluation has also been done and compared with famous fashion brands. The growth of this brand, their marketing policies and the brand's products are also highlighted. The customers needs and requirements will also be observed and how the brand is adopting to the changes that occur with time. The steps taken during globalization of this brand are also observed and the flaws are mentioned.
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