Michel Foucault'nun beden algısı ve kültürel dönüşüm süreçlerinden hareketle moda kavramı ve lüks markaların dijital medya evrimi

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Thesis Type: Postgraduate

Institution Of The Thesis: Galatasaray University, Sosyal Bilimler Enstitüsü, Turkey

Approval Date: 2019

Thesis Language: Turkish

Student: NURBANU BAŞMANAV

Supervisor: Banu Müjde Karsak

Open Archive Collection: AVESIS Open Access Collection

Abstract:

It has been observed around brand attitudes that digital media, which includes the entire range of developing online media, has minimized the discourse of class distinction on the luxury brands involved in fashion, although this discourse has not been eliminated totally. In the light of the foregoing, the present study relies on cultural transformation processes to explain fashion on a conceptual level, and in the modern era, Foucault's non-class-based definition of power to explain the managerial concern of luxury brands having problems with adapting to the open-access digital world. Bringing these concepts together, the study discusses the adaptation process of luxury brands and interprets them based on data analyses from the reports published on the purchasing behavior of consumers to shape future brand strategies.