TRANSFERRING THE FASHION BRAND VISION WITH SPACE DESIGN: THE CASE OF CHANEL

Abstract

While fashion has existed in many fields from the past to the present, it has become professional in the field of clothing, which deepens its application the most. In this respect, fashion brands shape themselves according to their target user group and their philosophical perspective. In addition to being the target of commercial preference of today's fashion industry, the "vision", which is the concerns and attitudes that allow it to extend into the future, brings itself to the fore. They structure their vision values ​​because they want their fashion clothing and accessory products to be preferred in the future as well as the choice of today. At this stage, the places where fashion shows itself and keeps it alive come to the fore. In addition to the commercial target of current trends, it is seen that vision values ​​are transferred to the spaces belonging to the brands in order to be preferred for the future. Vision attitudes, which are the future extensions of fashion brands, are perceived by individuals through designs reflected in various spaces. In the study, which was prepared on the basis of the qualitative method, Chanel, a fashion clothing and accessory brand that has proven itself with both product and non-product elements of the fashion industry and appeals to Class A consumers, has been chosen as an example. As a result of the case study, it is seen that the future goal of the existence of fashion and its excitement in this direction can remain alive by designing spaces with vision values