Digital transformation in the fashion industry: Fashion motion graphics and an application

Fashion; Being an industry that includes production, consumption, distribution and marketing activities, it is a constantly changing and developing phenomenon that seeks innovation. While clothing is a basic human need and a functional outfit; The concept of fashion as a representation of feelings such as status, privilege and magnificence emerged in 14th century Europe. As a result of the developments in the Industrial Revolution in the 18th century, fashion became a global industry covering areas such as design, branding, merchandising and advertising. Today, the fashion industry is in a digital transformation due to technological developments and new styles in design. Within the scope of this transformation, digital marketing strategies have gained importance by distinguishing themselves from traditional media tools. In a huge consumption competition, fashion brands have had to establish dynamic visual communication to attract the masses. At this point, the bond between fashion design and graphic design is strengthening and a digital transformation is taking place against traditional roots in marketing activities on online platforms that dominate the fashion industry. This thesis study consists of four main headings. The first heading contains general information about the history of clothing. In the second part, the fashion industry is discussed with the subheadings of fashion branding, publishing and marketing, starting from the Industrial Revolution. In the third section, examples of motion graphics in the designs of fashion brands were examined due to the increase in digital marketing and online platforms. In the application proposal, a fashion brand was designed in which motion graphics were used in the design of corporate identity, product and marketing content. It can be said that the animated fashion graphics used in designs produced in digital environments enable fashion to keep up with the internet age, adapt to the digitalization trend regardless of time and place, and increase the interaction of designs. Motion graphics applications advance the digitalization of the fashion industry in this context. Keywords: Fashion Design, graphic design, motion graphics, clothing history, fashion history, fashion industry, digitalization.