Space design in the context of brand archetypes: Example of ready to wear stores

In this thesis study which was done at the intersections of different fields, the brand concepts, brand identity, brand archetypes and spatial design relationships were examined in the context of identity representation. In this direction, firstly the concept of archetypes presenting functional personality typologies for brands were examined and as a result of the researches in the literature, four archetypes representing four main archetype groups (Manager, Rebel, Explorer and Ordinary People) and four brands from the clothing industry that match these four archetypes were selected. The accuracy of these presuppositions was tested with the findings obtained as a result of the research of the brand archetype literature, in which how these brands introduced themselves through both their own and other web pages and through their advertisements. Afterwards, the existing shop windows and interior designs of these brands were examined by their layout plan, color, material and lighting design criteria in line with their suitability to their own brand archetypes was examined. In this way, it was aimed to fill a gap in the professional literature and to take a step towards creating objective project evaluation criteria for the project managers and students in the subjects that include the brand, corporate identity and identity representations of the interior design studio courses.