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Dergiler / Turkish Journal of Fashion Design and Management / 2026 / Cilt: 8 Sayı: 2

Dijital Çağda Lüks Moda İletişiminde Sessizlik ve Yokluk Stratejisi

Silence and Absence Strategy in Luxury Fashion Communication in the Digital Age

Serra Özsoy Karagülle(EGE ÜNİVERSİTESİ, MODA VE TASARIM YÜKSEKOKULU, TEKSTİL VE MODA TASARIMI BÖLÜMÜ)0000-0002-7935-8106
Sayfa
243–266
Yayın Tarihi
2026-09-30
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bununla birlikte bu stratejinin, yalnızca güçlü marka sermayesine ve kurumsal yapıya sahip lüks markalar için sürdürülebilir bir iletişim yaklaşımı sunduğu görülmektedir.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Dijital çağda “sürekli görünürlük” ve “yoğun içerik üretimi” beklentilerine karşıt olarak lüks moda markalarının benimsediği sessizlik ve yokluk stratejileri incelenmektedir.
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Temel Bulgular & Veri:Sosyal medya platformlarının markaları etkileşim ve görünürlük temelli iletişime zorladığı günümüzde, Bottega Veneta, Celine, Loro Piana ve Brunello Cucinelli gibi prestijli markalar dijital varoluşlarını azaltarak ya da dönüştürerek alternatif bir iletişim yöntemi geliştirmiştir.
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Sonuç & Katkı:Bununla birlikte bu stratejinin, yalnızca güçlü marka sermayesine ve kurumsal yapıya sahip lüks markalar için sürdürülebilir bir iletişim yaklaşımı sunduğu görülmektedir.
🔬Tür:Literatür & Derleme Çalışması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Lüks · Lüks moda · Dijital pazarlama

Özet

Dijital çağda “sürekli görünürlük” ve “yoğun içerik üretimi” beklentilerine karşıt olarak lüks moda markalarının benimsediği sessizlik ve yokluk stratejileri incelenmektedir. Sosyal medya platformlarının markaları etkileşim ve görünürlük temelli iletişime zorladığı günümüzde, Bottega Veneta, Celine, Loro Piana ve Brunello Cucinelli gibi prestijli markalar dijital varoluşlarını azaltarak ya da dönüştürerek alternatif bir iletişim yöntemi geliştirmiştir. Literatür, dijital sessizliğin algılanan değeri artırabildiğini, kültürel sermaye üretimine katkı sağlayabildiğini ve marka arzusunu güçlendirebildiğini ortaya koymaktadır. Bununla birlikte bu stratejinin, yalnızca güçlü marka sermayesine ve kurumsal yapıya sahip lüks markalar için sürdürülebilir bir iletişim yaklaşımı sunduğu görülmektedir.

Abstract

In the digital age, the strategies of silence and absence adopted by luxury fashion brands are examined in contrast to expectations of constant visibility and intensive content production.In an era where social media platforms compel brands toward engagement and visibility-based communication, prestigious brands such as Bottega Veneta, Celine, Loro Piana, and Brunello Cucinelli have developed an alternative communication method by reducing or transforming their digital presence. The literature reveals that digital silence can increase perceived value, contribute to the production of cultural capital, and strengthen brand desire. However, this strategy appears to offer a sustainable communication approach only for luxury brands with strong brand equity and institutional structure.

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Bu Makaleye Atıf Yap

Karagülle, S. Ö. (2026). Dijital Çağda Lüks Moda İletişiminde Sessizlik ve Yokluk Stratejisi. Turkish Journal of Fashion Design and Management, Cilt: 8 Sayı: 2, 243–266. https://doi.org/10.54976/tjfdm.1892417

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