fad , fashion, style

Pproduqtis sasicocxlo cikli 1

Y

“Fad's affordable fashion with style”

margo gabelaia

maka miSveliZe

giorgi miSveliZe

MKTG5110 marketingis menejmenti

leqtori: kote abulaZe

28 maisi, 2011


abstraqti

am naSromSi warmogidgenT modis, gatacebisa da stilis ciklebis martiv

models,MmaT ganviTarebis etapebsa da momxmarebels TiToeul etapze.

AagreTve yuradreba gamaxvilebulia im mizezebze, rac ubiZgebs

sazogadoebas gahyves modas. ZiriTadi idea mdgomareobs imaSi, rom

romelime produqtis floba Tu moxmareba avlens informacias maTi mflobelebis

Sesaxeb. MmagaliTad, adamiani, romelic yidulobs Nike-ს sakalaTburTo

fexsacmels ambobs : «me minda viyo, rogorc maiki!». TiToeuli brendi,

tansacmlis stili, varcxniloba exmareba sxvas gansazRvros socialuri jgufi,

romelsac is miekuTvneba.


“Fad's affordable fashion with style”

yovelTvis saintereso da saxalisoa daakvirde, rogor icvleba stili,

tendenciebi da gatacebebi wlebis ganmavlobaSi da kidev ufro sainteresoa

roca isini cdiloben daubrundnen sazogadoebas. Yyvelas axsovs sayvareli

saTamaSo, garkveuli modis an brendis tansacmeli, romelTan erTadac

izrdebodnen. Ggatacebebi SeiZleba gamoxatuli iqnes sxvadasxva aspektSi,

iseTi rogoricaa vTqvaT ena, Cacmuloba Tu ubralod garToba. Ggataceba

ganisazRvreba, rogorc gadaWarbebuli interesi raimes mimarT garkveuli drois

ganmavlobaSi. Toq, iuridiuli Tu realuri satelevizio Souebi gaxda meinstrimi

dRevandel satelevizio bazarze ukanaskneli wlebis ganmavlobaSi. ”nanukas

Sou”, “profili”, “Cas suda”, “mosamarTle judi” Tu sxva gadacemebma

daikaves samauwyeblo gaWrebis maRali platformebi. adreul romSi xalxi

ikribeboda kolizeumSi, sadac, sajarod, imarTeboda rogorc sanaxaobebo,

mimdinareobda sasamarTlo procesebi, gamoqondaT ganaCeni iseve

axorcielebdnen dasjas. Cveni cxovreba da cxovrebis stili Seicvala modasTan

da gatacebasTan erTad. Cacmuloba, garegani elferi icvleba da meordeba

kidec droTa ganmavlobaSi.DdRevandeli modis tendenciebTan msgavseba ar

aris rTuli moviZioT warsulSi.

Ddedamiwaze Znelad Tu moiZebneba adamiani, romelic ar mihyveba,

an ar cdilobs mihyves modas. tarzanis Cacmulobidan dawyebuli, dafaruli

mantiebiT, Semdeg qurTukiT, mdidruli kabebiTa da aqsesuarebiT


damTavrebuli , me-19 saukuneSi, moda icvleboda droTa ganmavlobaSi. Ees

yovelive didwilad marTuli iyo elitis fantaziebis mier 1850 wlamde, rodesac

pirveli profesiuli modis dizaineri gamoCnda. Pswored ase moixseniebdnen

parizSi dafuZnebul, britanel dizainers CF Worth-s, romelic pirveli iyo am

sferoSi. pirveli iyo parizi, sadac mefobda moda, Semdeg londoni da milanic

wamoiwia da Seqmna sakuTari niSa.

Mmoda kargavs stils roca is ar miyveba dros da ar icvleba.

DdReisaTvis arsebobs dizainisa da samomxmareblo segmentis farTo

arCevani. 1950 -ian wlebSi modis industriaSi didi yuradReba eniWeboda «Haute

Couture»-s, iseve rogorc dRes. Ees niSnavs, eqskluziur, maRali xarisxis

tansacmels, romelic daWrilia da Sekerili zedmiwevniTi sizustiT – aSkarad

elitaruli da mdidari klientebisaTvis. Semdeg aqcenti gakeTda «prêt-a-porter»

(mzad var vataro), romelic aris Seqmnili ara individualebisaTvis, aramed

gakeTebuli masaze, da mzaddeba didi partiebiT, standartuli zomebiT. Mmale

modis industriaSi icvleba xedva. Ddaiwyo migracia qveynis sazRvrebs gareT,

samSoblosgan daSorebiT da Seiqmna axali sacalo gayidvebis adgilebi

Semosavlebis gasazrdelad - masobrivi sacalo movaWreebis ricxvi swrafad

gaizarda. modis swrafad cvlam da mzardma moTxovnam gadatvirTa bazari

gadamyidvelebiTa da sacalo movaWreebiT.

Y yvela ver aZlevs sakuTar Tavs uflebas SeiZinos “Haute Couture»-s,,

umetes urCevnia gonivrulad Sewonili fasis moda. Zara-მ, Valentine-მ,

Gicch-მ swrafad moaxdina reagireba, ganaviTara efeqturi faseulobaTa jaWvi


da daiwyo iafi tansacmlis damzadeba. Zara, magaliTad cnobilia rogorc iafi

tansacmeli, romelic aris gemovnebiT Sekerili, komfortuli da ar aris

Semawuxebeli. sacalo movaWreebi acnobiereben maragebis dagegmarebis

kritikul mniSvnelobas - gaurkveveli moTxovna, klebadi sezonuri gayidvebi,

grZeli SekveTa - motanis ganakveTi, moitans dabal mogebas. MmoTxovnas

modur tansacmelze aqvs mokle, sezonuri moTxovna da gaaCnia Semdegi

fazebi - wardgena, zrda, momwifeba da kleba. Kklebis periodi TiToeuli sezonis

bolosaa, rodesac moTxovna praqtikulad qreba.

Mmoda yovelTvis icvleba da Cven xandaxan verc ki vxvdebiT amas.

ramdenjer gqoniaT iseTi SemTxveva, rodesac SegiZeniaT raime da erTxel,


mogiswriaT Cacma, imitom rom ukve ar aris modaSi? ramdeni tansacmeli

gaqvT garderobSi, romlebsac ar unaxiaT dRis Suqi? Mmoda, marTlac, ise

myisierad icvleba, rom rTulia gaarCio gataceba namdvili modisgan da xSirad

vyidulobT iseT tansacmels, CanTebs Tu aqsesuarebs, romlebsac ver

CavicmevT, ver vatarebT momaval TveSi, an uares SemTxvevaSi momaval

kviras. Aai ramodenime rCeva :

saWiroa icode ra aris tendecia, da icnobde sakuTar Tavs!

realurad Zalian advilia gansazRvro ra iqneba momavali tendecia, vinaidan

Cven vuyurebT popularul satelevizio gadacemebs da Tvalyurs vadevnebT

cnobil adamianebs. cnobili saxeebi, selebriTebi, rogorc wesi xels uwyoben

axali trendebis popularizacias. Tu Tqven ar giyvarT maT cxovrebaze

Woraoba, is mainc gaiTvaliswineT, rom es aris erT-erTi gza imis aRmoCenisa

Tu ra iqneba momavali moda.

MmoviZioT ra aris axla popularuli, Zalian advilia. AamaSi gvexmareba, Jurnal-

gazeTebi, gare reklamebi da sxva. MmTavaria sworad davusvaT sakuTar Tavs

SekiTxva da sworadve vupasuxoT: SemiZlia me es vataro? Dda meqneba Tu

ara amis SesaZlebloba?

Nnu iyidiT mxolod imitom , rom es axali trendia, Tu ar xarT

darwmunebuli, rom SesZlebT mis tarebas, an im imediT rom

momavalSi CaicmevT. Ees marTla uazrobaa.

Ggahyevi modas, daaignorire gataceba!

Mmacdunebelia iyido ukanaskneli modis jinsebi da Tavi gaanebivro


espadrilebiT, magram nu dagaviwydebaT upirvelesad yuradReba miaqcioT

imas rac klasikaa da arasdros gadadis modidan: patara Savi kaba, Savi

Sarvali, TeTri perangi, jinsebi da Savi moxdenili qvedatani.

Aar aris aucilebeli iyido is rac modaSia, iyide is rac Senze kargad zis da

gixdeba.

gatacebebs, zogadad, sicocxlis mokle xangrZlivoba aqvs.

Tumca aris zogierTi gatacebebi, romlebmac xalxis didi masebi moizida

da didxans darCa sazogadoebaSi. Aarsebobs sami ZiriTadi faqtori, rac

ganapirobebs gatacebis warmatebas:

1. Tu vin aris gatacebis avtori da vin gamofens mas.

2. ramdenad advilia masisTvis advilad daakopiros da aiTvisos.


3. cvlilebebi garemoSi, rasac gataceba axdens.

Y yvelaze popularuli gza, rasac SeuZlia safuZveli Cauyaros gatacebas

aris ama Tu im produqtis wardgena, reklamireba popularuli adamianebis

mier. ramdenadac cnobili da sayvarelia adamiani, miT ufro male xdeba

garkveuli saqonlis aTviseba, magram es did zegavlenas ar axdens saqonlis

xangrZlivobaze. Aavril lavini pirveli iyo, romelmac reklamireba gaukeTa

moSvebul halstuxebs, rac xalxma maleve aitaca.

Mmeore mamoZravebeli faqtoria, xelmisawvdomoba da siadvile

mibaZo. Aamis magaliTad SegviZlia moviyvanoT rezinis samajurebi, romlebic

TiTqmis yvela maRaziaSi iyideba, sul raRac erT-or larad. xalxs urCevnia

SeiZinos iseTi saqoneli, romelic iafia. aravis surs daxarjos zedmeti fuli da dro,

maSin rodesac arsebobs ufro iafi alternativa. I-PAD-მა gaamarTla, imitom rom

grZelvadian perspeqtivaSi iafi iyo, vinaidan ar saWiroebs

kompaqtdisks,MmaSin rodesac daivingis Jangbadis balonma kraxi ganicada

da mxolod specialur daivingis centrebma SeiZines da ara masam.

M mesame faqtoria - cvlileba garemoSi. ramdenadac Rrmad iWreba

gataceba adamianis cxovrebaSi, miT ufro didxans rCeba igi da arsad wava Tu

raime ufro gradniozuli ar moxda, an raimem ver SeZlo misi Canacvleba.

zogierTi gataceba rCeba didi xnis ganmavlobaSi. rogoricaa, magaliTad

TviTmfrinavis gamogoneba. is Tamamad SeiZleba CaiTvalos gatacebad,

vinaidan axasiaTebs samive faqtori. is reklamirebuli iyo Tavad prezidentebis

mier, ewyoboda Souebi da gamofenebi, rac zegavlenas axdenda mis


popularizaciaze, morgebuli iyo masaze, yvelas visac survili qonda SeeZlo

efrina, da rac mTavaria es iyo manqana, romelmac Zirfesvianad Secvala

Cveni cxovreba da gagviadvila gadaadgileba Sor manZilze. teqnologiebis

ganviTarebasTan erTad viTardeba safreni aparatebic, rac pasuxobs

moTxovnas da saSualebas aZlevs gatacebas kidev ufro didxans icocxlos.

Ggatacebis Tanamedrove ganviTareba:

Cven yvelani vcdilobT movergoT, mivsdioT msoflios da yuradRebas ar

vaqcevT, rom devnaSi Cven TviTon vikargebiT da vkargvT sakuTar „me“-s.

tansacmeli Sida grZnobebisa da ganwyobilebis

gamomzeurebaa.DdameTanxmebiT, yvelas gvsurs CavicvaT is, rac

saukeTesod gamoxatavs Cvens guneba-ganwyobilebas.


Tumca, mxolod tansacmeli da varcxniloba ar asaxavs personalur stils.

is moicavs unikaluri erTeulebis erTobliobas, dawyebuli fexsacmlis arCeviT

damTavrebuli Cveni RirebulebebiTa da faseulobebiT. Cveni individualuri

Tvisebebi, rac gangvasxvabebs sxvisgan, unda gaviTvaliswinoT, gamovyoT,

davafasoT da pativi vsceT.

A agreTve, mniSvnelovania ar SegveSindes movsinjoT raime axali,

SeiZleba CvenTvis jerjerobiT uCveulo da ucxo. Mvinaidan eqsperimentebi

dagvexmareba davxvewoT Cveni xasiaTi, vipovoT Tvisebebis axali aspeqtebi

da mivceT mas gasaqani.

stilis elementebi

morgeba: zusti zoma aqorwinebs tansacmels sxeulTan. is gansazRvravs

proporciasa da siluets. winaaRmdeg SemTxvevaSi is amaxinjebs sxeuls.

komforti: tansacmeli, romelic ar aris komfortuli xSirad rCeba garderobSi.

Qqsovilebis gaumjobesebam da maRalma standartebma tansacmeli ufro

mosaxerxebeli gaxada.

feri: ferTa gama aucilebeli komponentia garderobis dagegmarebisaTvis.

Sesabamisoba: roca tansacmeli Sesabamisia, is Seesabameba mis

daniSnulebasac.

praqtikuloba: praqtikuloba damokidebulia komfortze, zrunvasa da

gamZleobaze.


faseuloba: tansacmeli, romelic faseulia, emsaxureba momxmarebels

didxans da kargad.

Ggatacebis, modisa da stilis sasicocxlo cikli.

ZiriTadi produqtebi, rogoricaa maisurebi da lurji jinsebi, iyideba wlebis

ganmavlobaSi stilis mcire cvalebadobiT. tansacmelsa da sxva

samomxmareblo produqcias sxvadasxva sasicocxlo cikli gaaCnia, romelic

damokidebulia gatacebaze, modasa da stilze.

ZiriTadi da moduri produqtebis sacicocxlo cikli

modas ufro mokle sasicocxlo cikli gaaCnia, vidre ZiriTad produqtebs.

rodesac moda xvdeba bazarze, xalxi swrafad iTvisebs mas, magram


mogvianebiT, yovel axal Semosul modaze cvlian. Mmoduri produqtebi

garkveuli drois mere aRweven Agayidvebis piks, xolo Semdgom am

wertilidan iwyeben vardnas. Ggatacebas SedarebiT ufro mokle sasicocxlo

periodi gaCnia. Ees aris stili, romelic aTvisebulia garkveuli sub-kulturebisa da

axalgazrda Taobebis mier drois mokle ganakveTiT.Aai, magaliTad, rodesac

mosalodnelia raime sportuli movlena, olimpiada, erovnuli Cempionati Tu sxva

raime QRonisZieba, gatacebis mimdevrebs acviaT maisurebi sayvareli

gundis, Tu sayvareli sportsmenis, gamosaxulebiT, magram mxolod im drois

ganmavlobaSi sanam TamaSi mimdinareobs, da rogorc ki „cieb-cxeleba“

Cadgeba umal iviwyeben.

Mmomxmareblis xuTi tipi produqtis TiToeul

sasicocxlo ciklisaTvis

produqtis TiToeul sasicocxlo cikls Tavisi momxmarebeli gaaCnia, rogoricaa

magaliTad

1. novatorebi

2. adreuli amTviseblebi

3. adreuli da gviani amTviseblebi (masebi)

4. gviani amTviseblebi

5. CamorCenilebi


modis inovatorebi, rogorebic arian modis dizainerebi, pirvelni qmnian

da iTviseben axal produqts. isini dainteresebulni arian axali, saintereso,

ucxo da unikaluri elementebiT. Mmarketinmga da stimulirebam xazi

unda gausvas produqtis axal da გanmanxvavebel detalebs,

reklamirebisa, gamofenebisa da Souebis daxmarebiT.

Mmeore etapze moiazrebian adreuli amTviseblebi, iseve rogorc cnobili

moduri jurnalebis warmomadgenlebi, selebriTebi, romelTa azrsa da

Sexedulebebs gaaCniaT wona, da xdeba misabaZi. isini akopireben

inovatorebisgan da gardaqmnian produqts popularobis obieqtad. Urisi

Sedegicaa is, rom ufro meti kompania awarmoebs da ufro meti sacalo

movaWre yidis gapiarebul produqts. ai, magaliTad dizainerebi

daakopireben mimdinare kanis festivalis wiTel xaliCaze warmodgenil

modas, da iseT stimulirebas gaukeTeben, rom gaxdian popularuls da

gayidvads sxvadasxva qveynebSi.

Pproduqtis popularobis pikze, moduri produqti aTvisebulia masebis

mier, rac ganapirobebuliaFfarTo auditoriisaTvis reklamirebiTa da sacalo


movaWreebiT, kerZod ki „moqaCvis“ da „miwolis“ strategiebiT.

roca popularoba qreba, produqti ganwirulia gawmendisaTvis.

Ggayidvebi eceმa da momxmarebels warmoadgens mxolod gvian

amTviseblebi da CamorCenilebi.

PCavardna, gataceba, moda Tu stili?

Zalze mniSvnelovania produqtis Cavardna ganvasxvavoT gatacebis,

modisa da stilis sasicocxlo ciklebs Soris. Grogorc ukve avRniSneT, gatacebas

yvelaze mokle sasicocxlo cikli gaaCnia, swrafad itacebs xalxi da swrafadve

iviwyebs, magram es ar niSnavs, rom produqti Cavarda.

produqtis Cavardnas ganapirobebs araswori, mcdari produqtis koncefcia da

dizaini. AagreTve Cavardnebi ganpirobebulia Semdegi mizezebis gamo:

maRali aRmasrulebeli zewola da idea, romelic ar Seesabameba

miznobriv bazars.

Ggazviadebuli bazris moculoba

arasworad pozicionirebuli produqti

araefeqturi stimulireba, maT Soris SefuTva, etiketi da araswori

marketinguli gzavnili, produqtis, misi Tvisebebisa da gamoyenebis

Sesaxeb, romelmac SesaZloa SecdomaSi Seiyvanos da daabnios

momxmarebeli


miznobrivi bazris segmentis ver gageba da araswori brendingi

araswori fasdadeba - Zalian maRali an Zalian dabali

gadaWarbebuli kvleva an produqtis ganviTarebis xarjebi

konkurentebis saqmianobis ver Sefaseba an ver gageba

droisa da distribuciis araswori marTva

araswori marketinguli kvleva, romelic zustad ar asaxavs miznobrivi

segmentis qcevas

marketinguli kvlevebis Sedegebis ignorireba

qselis ZiriTadi partniorebisaTvis informaciis ar miwodeba

gadaWarbebuli mogebis wili

Tu kompania gaiTvaliswinebs, zemoT aRniSnul, produqtisa Tu brendis

Cavardnis gamomwvev potenciur safrTxeebs, is SeZlebs Tavidan aicilos

danakargi da gaxdes ufro warmatebuli.


Orogor igrZnobT Tavs, Tu Tqven xarT erTaderTi megobrebSi

romelime, garkveuli produqtis gareSe?

rogor fiqrobT, ratom misdevs xalxi trendebs?

feel stupid borrow from friend save money don't care0

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Aadamianebi misdeven trendebs, raTa :

maT undaT iyvnen “magrebi”

maT undaT moergon sazogadoebas

es aris kargi saSualeba gqondes vinmesTan saerTo da dauaxlovde

imisaTvis, rom iyo popularuli

ar CamorCe selebriTebs, da iyo maT doneze

trendi maT ubralod moswonT

damokidebulia pirovnebaze. zogi Tvlis rom axali Trendi saxaliso da

magaria da amitomac misdevs, da ara imitom rom yvelas acvia.

maT undaT iyvnen da darCnen magrebad. Tumca Cemi azriT yvelaze

mniSvnelovani faqtoria, rom maT undaT Tavi igrZnon komfortulad da ar

iyvnen gariyulebi im xalxis garemocvaSi , romlebic misdeven trendebs.

Hot or Not?

M modis mimdevrebisTvis yvelaze saSinel koSmars warmoadgens

gamoiyurebodnen rogorc SarSandeli, Taroze migdebuli nivTi. Ees ufro

uaresia, vidre aRmoaCinon zedmeti cximi muclis presze da ufro

damamcirebelia, vidre naxon igive tansacmelSi wveulebis sxva stumari.

A amitom, Tu ar gindaT iyoT SarSandeli naxmari nivTi meorad

bazrobebze Tqven TviTon SeqmeniT Tqveni trendi.

Gossip Girl-Start a Trend!


Bbevri adamiani svams SekiTxvas «rogor daviwyo, Sevqmna Cemi

sakuTari moduri trendi?» aSkaraa, rom viRac iwyebs TiToeul trends. eseni

arian selebriTebi an xalxTa jgufi, Tumca agreTve SesaZlebelia sakuTari moduri

trendis Seqmnac. AamisaTvis ar unda waikiTxoT Jurnal-gazeTebi. Tu ukve

modis Sesaxeb informacia weria JurnalSi, is ukve ganwirulia mokvdes. Aamis

magivrad Tvalyuri unda adevnoT blogebs. blogebze ganTavsebulia moduri

trendebi, romlebic sul axali Casaxulia da jer kidev ucnobia modis

samyarosaTvis.

UuyureT televizors, raTa miiRoT rCevebi modasTan dakavSirebiT.

Souebs zegavlena aqvs imaze Tu ras vatarebT Cven. Tumca ar aris aucilebeli

yvelaferi davakopiroT, ukeTesia Cven TviTon davamatoT sakuTari elementebi.

GgaakeTe imis sawinaarmdego ras modaSia da ecadeT SegamCnion,

vinaidan xalxi Zalian swrafad iTviseben da cvlian kidec trends.

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fad , fashion, style