Merve DOĞRUEL ANUŞLU, Çiğdem ARICIGİL ÇİLAN

DETERMINATION OF CUSTOMER APPAREL PREFERENCES BY USING LATENT CLASS ANALYSIS: AN APPLICATION FOR KOTON BRAND

Hızlı moda sektöründe işletmenin müşterilerinin moda yönelimlerini ve yaşam tarzlarını belirlemesi; müşterilerinin ihtiyaç ve isteklerini anlamasını sağlamakla birlikte, uygun pazarlama faaliyetleri uygulamasında ve markasının rekabet üstünlüğü sağlamasında yardımcı olmaktadır. Bu çalışmada Türkiye ve dünyada faaliyet gösteren hızlı moda şirketi olan KOTON’un kadın müşterilerinin moda yönelimi ve yaşam tarzına göre tercihlerini sınıflandırarak, oluşan sınıflara uygun pazarlama stratejileri geliştirilmesi hedeflenmektedir. Bu amaçla Gözlenemeyen Sınıf Analizi, analiz yöntemi olarak uygulanmış ve her bir sınıf için uygun pazarlama stratejileri önerilmiştir.

Anahtar Kelimeler:

Gözlenemeyen Sınıf Analizi, Müşteri Bölümlendirme, Hızlı Moda, Moda Yönelimi, Yaşam Tarzı

GÖZLENEMEYEN SINIF ANALİZİ KULLANILARAK MÜŞTERİ GİYİM TERCİHLERİNİN BELİRLENMESİ: KOTON MARKASI İÇİN BİR UYGULAMA

In the Fast Fashion sector, identifying the fashion orientation and lifestyle of their customers provides an enterprise the understanding of the needs and desires of their customers alongside helping the implementation of appropriate marketing strategies and achieving upper hand in the competition. In this study, it is aimed to classify their preferences regarding the fashion orientation and lifestyle of their female customers to develop marketing strategies for KOTON, a fast fashion company operating in Turkey as well as globally. For this purpose, Latent Class Analysis was applied as an analytical method and appropriate marketing strategies were suggested for each class

Keywords:

Latent Class Analysis, Customer Segmentation, Fast Fashion, Fashion Orientation, Lifestyle,

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