Evaluation of Window Display of Retail Shops A Case Study of Istiklal Street Istanbul, Turkey

ABSTRACT: Space is a central concept in geography, used in the form of absolute, relative and relational (cognitive). Absolute space is an understanding of space as a distinct, physical and imminently real or empirical entity. Generally speaking, our world today is becoming a more tightly knitted entity whose identity is gradually becoming an integrated whole, with seemingly ubiquitous markets, highly influenced by media propelled on the wheels of technology. As such, it is doubtless to say that globalization has got a great deal of influence on the lives people today. Consumption patterns of goods and services are also experiencing similar transformations as the times change. It is easy to notice the crop up of consumer brands in different localities, with people now demanding and desiring for similar or nearly similar products and brands. As globalization stretches its widths beyond the faucets of place as a localized entity, the need to improve appearances and presentations has become of great importance especially in the general composition of retail stores. This research focuses on the Identity of Istiklal as a place with an in-depth exploration of the nature of Istiklal as both a place and a space, considering the effects of retail shops, especially brands, and how these retail shops are transforming the street space and shaping its identity into a more globally oriented identity, thus the phenomenon of placelessness as influenced or suggested by the identities and characteristics of retail shop window display on Istiklal Street. Keywords: space, place identity, global brands, retail stores and window display. ……………………………………………………………………………………………………………………………………………………………………………………………………………………