THREE TYPES OF OF CATEGORIES ON READY-MADE CLOTHING BRANDS: EXTRAORDINARY, GOOD, AVERAGE

Year 2020, Volume: 1 Issue: 1, 1 - 19, 31.07.2020

Mustafa Şeref Akın

Abstract

Objective: The article shows the ethnographic interview principles, the contents of the interview protocol, and the reference guide used to report to companies. Materials and methods: The ethnographic interview is research done through user’s experiences. Particular efforts are made to capture emotional and cognitive experiences. A case on this process has been demonstrated through clothing chain brand stores in Turkey. Participants in the ethnographic interview have previously shopped with all three groups of brands.
Results: In the ethnographic research on ready-made clothing brands, three types of categories emerged: Extraordinary, good, and average. The most fundamental finding is that the middle brand cannot establish an emotional connection with the user. The good brand is considered as a day-saving, and the extraordinary brand is defined as revealing my mind and meeting my expectations.
Conclusion: The perception of users about brands is very high. They are defined in accordance with their shopping stories, grouped and user experience concepts are derived.

Keywords

Ethnographic interview, user experience, emotional connections, extraordinary, good, average

HAZIR GİYİMDE ÜÇ TİP KULLANICI DENEYİMİ: OLAĞANÜSTÜ, İYİ, ORTA

Abstract

Amaç: Bu makalede kullanıcı deneyimi araştırmalarında yardımcı olan etnografik mülakat prensipleri, mülakat protokolünün içeriği ve şirketlere rapor olarak sunulmasında kullanılan başvuru kılavuzu gösterilmiştir.
Gereç ve Yöntem: Etnografik mülakat kullanıcının deneyimleri üzerinden yapılan araştırmadır. Özellikle duygusal ve bilişsel deneyimlerinin anlaşılmasına gayret gösterilmektedir. Bu süreç Türkiye’de zincir kıyafet mağazası olan ve kitlesel satış yapan markalar üzerinden örneklenmiştir. Etnografik mülakata katılanlar her üç grup markayla daha önce alışveriş gerçekleştirmişlerdir.
Bulgular: Zincir hazır giyim markaları üzerine yapılan etnografik kullanıcı deneyimi araştırmasında üç tip kategori ortaya çıkmıştır: Olağanüstü, iyi ve orta. En temel bulguda orta markanın kullanıcısıyla duygusal bağ kuramamasıdır. İyi markanın gün kurtarıcı ve olağanüstü ise aklımdakini ortaya koyuyor ve beklentilerimi karşılıyor olarak tanımlanmasıdır.
Sonuç: Kullanıcının markalar konusunda algısı çok yüksektir. Kendilerinin alışveriş hikayeleri doğrultusunda tanımlanmış, gruplanmış ve kullanıcı deneyim kavramları türetilmiştir

Keywords

Etnografi mülakat, kullanıcı deneyimi, duygusal bağ, olağanüstü, iyi, orta

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