Creating global brand in fashion sector: An application on branding studies

Currently, the increasing competition and the abolition of quotas havemaden the branding and becoming a global brand very important in order todifferentiate from the competitiors in fashion sector . The mass effect offashion and the fashion brands that have been global symbols through fashionmarketing, branding, the global position of Turkey in fashion, the studiesaiming at the change and improvement of this position through branding andthe projects of global repositioning are the bases of this study. In a way, fromthis study the knowledge of fashion, fashion marketing, branding and globalbrand can be gathered for becoming global fashion brand.In this study, fashion concept is examined with its all dimensions andfashion marketing is taken in terms of fashion marketing 4P. Brand conceptand its elements, brand strategies and decisions which are being connected tothe fashion with given examples, are taking place in conceptual terms.In this thesis, global brands are explained in conceptual terms byputting the emphasis on important points of becoming global and mentioningthe applied global fashion brand strategies. In addition to all these, brandingprojects in Turkish fashion sector and the perspective that focuses on globalbranding by means of global repositioning of Turkish fashion are amongst themajor topics of this thesis.Because of their co-brands and branding studies, Dice Kayek, aTurkish fashion designer brand on its way to being a global brand, is taken asthe subject of the last part of this study.