A brand equity-based model proposal in personal style consulting

This study aims to fill the gap in the literature by examining the working practices of style consultants operating in Turkey and to develop a new service model for style consulting. The theoretical framework of the research is built upon concepts of brand and personal brand, image and personal image, semiotics, clothing and accessories, as well as theoretical approaches based on principles of perception and proportion. In this context, theoretical foundations such as Keller Brand Equity Model, the Ebbinghaus Illusion, Gestalt Principles, the Canon, and Bauhaus Pedagogy have been evaluated as key reference points in explaining the relationship between style and image.The main objective of the study is to propose a hybrid qualitative service model. Drawing on current style consulting practices and inspired by Keller Brand Equity Model, style creation is approached similarly to an individual's branding process. However, this study argues that style should not be treated solely as a holistic outcome but rather analyzed by breaking it down into its fundamental components. In the proposed model, style is defined through three main elements: color, body shape, and character/lifestyle. This approach parallels the three essential dimensions of garment design: color, pattern, and style. Accordingly, the color of clothing is associated with suitable personal colors; the cut with the individual's body shape; and the style with personality traits, character, and lifestyle.The applied dimension of the model is supported by comprehensive examinations of style analysis, color analysis, body analysis, and style types. In particular, seasonal color analysis and clothing recommendations based on body shapes strengthen the personalized structure of the model. Within this framework, the developed style consulting service model contributes both to the management of individual image and to the standardization of style consulting in the academic literature. In conclusion, the style consulting service model proposed in this thesis has been designed as a personalized, holistic, and transferable process. The model not only provides guidance for individuals' clothing choices but also offers a methodological contribution to the theoretical foundations of style consulting within the fields of fashion and design.