{"id":4320,"date":"2025-12-08T08:14:16","date_gmt":"2025-12-08T08:14:16","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=4320"},"modified":"2025-12-08T08:48:54","modified_gmt":"2025-12-08T08:48:54","slug":"lukste-tektonik-kayma-gosteris-gidiyor-deneyim-geliyor","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=4320","title":{"rendered":"L\u00fckste Tektonik Kayma: G\u00f6steri\u015f Gidiyor, Deneyim Geliyor"},"content":{"rendered":"\t\t
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Bain & Company\u2019nin, \u0130talyan l\u00fcks \u00fcr\u00fcn \u00fcreticileri derne\u011fi Altagamma ile ger\u00e7ekle\u015ftirdi\u011fi \u00e7al\u0131\u015fmaya g\u00f6re k\u00fcresel l\u00fcks pazar\u0131, ekonomik ve jeopolitik belirsizlikler ile t\u00fcketici tercihlerini d\u00f6n\u00fc\u015ft\u00fcren kritik de\u011fi\u015fimlere ra\u011fmen 2025\u2019e girerken dayan\u0131kl\u0131l\u0131\u011f\u0131n\u0131 korudu. Rapora g\u00f6re toplam l\u00fcks harcamalar\u0131, ge\u00e7en y\u0131lki seviyelere yak\u0131n seyretti.<\/strong><\/span><\/p>

L\u00fcks end\u00fcstrisinin t\u00fcm segmentlerinde t\u00fcketicilerin yapt\u0131\u011f\u0131 k\u00fcresel harcamalar\u0131n 2025 y\u0131l\u0131 sonuna kadar 1,44 trilyon avroya ula\u015fmas\u0131 ve ge\u00e7en y\u0131la g\u00f6re b\u00fcy\u00fck \u00f6l\u00e7\u00fcde sabit kalmas\u0131 (sabit kurla %1 art\u0131\u015f ile %1 d\u00fc\u015f\u00fc\u015f aral\u0131\u011f\u0131nda) \u00f6ng\u00f6r\u00fcl\u00fcyor. Bain\u2013Altagamma K\u00fcresel L\u00fcks Pazar Ara\u015ft\u0131rmas\u0131\u2019na g\u00f6re bu istikrarl\u0131 g\u00f6r\u00fcn\u00fcm\u00fcn 2026\u2019ya do\u011fru kademeli bir iyile\u015fme e\u011filimiyle devam etmesi bekleniyor.<\/p>

Ancak ara\u015ft\u0131rma, bu y\u0131l genel l\u00fcks harcamalar\u0131nda \u00f6ng\u00f6r\u00fclen istikrar ve dayan\u0131kl\u0131l\u0131\u011f\u0131n, pazar\u0131n alt\u0131nda yatan derin ve \u00f6nemli yap\u0131sal de\u011fi\u015fimleri gizledi\u011fine de dikkat \u00e7ekiyor. T\u00fcketiciler, yeni l\u00fcks \u00fcr\u00fcnler sat\u0131n almak yerine deneyim odakl\u0131 harcamalara y\u00f6neldik\u00e7e, l\u00fcks piyasas\u0131n\u0131n temel dinamikleri yeniden \u015fekilleniyor. \u00c7al\u0131\u015fma, t\u00fcketicilerin k\u00fcresel \u00f6l\u00e7ekte ge\u00e7mi\u015fin \u201cg\u00f6steri\u015fli t\u00fcketim\u201d anlay\u0131\u015f\u0131 yerine \u201cdeneyimsel ayr\u0131cal\u0131\u011f\u0131\u201d tercih etti\u011fini, stat\u00fc g\u00f6stergelerinin ise wellbeing (iyi ya\u015fam), ba\u011f kurma ve kendini \u00f6d\u00fcllendirme temalar\u0131na kayd\u0131\u011f\u0131n\u0131 ortaya koyuyor.<\/p>

L\u00fcks Deneyim Harcamalar\u0131 Art\u0131yor<\/strong>
Bain-Altagamma raporunun \u201ctektonik bir kayma\u201d olarak tan\u0131mlad\u0131\u011f\u0131 bu deneyim d\u00f6n\u00fc\u015f\u00fcm\u00fc, misafir deneyimleri, seyahat ve gastronomi gibi l\u00fcks deneyim segmentlerinin h\u0131zl\u0131 y\u00fckseli\u015fiyle kendini g\u00f6steriyor. Buna kar\u015f\u0131l\u0131k, l\u00fcks otomotiv ba\u015fta olmak \u00fczere daha geleneksel l\u00fcks \u00fcr\u00fcnlere y\u00f6nelik ilgi g\u00f6rece zay\u0131fl\u0131yor. Bu e\u011filim, hem l\u00fcks pazar\u0131n\u0131n genel b\u00fcy\u00fcmesini destekliyor hem de segmentler aras\u0131nda yeniden bir yap\u0131lanmay\u0131 tetikliyor.
Ki\u015fisel l\u00fcks \u00fcr\u00fcnleri pazar\u0131n\u0131n ise 2025 y\u0131l\u0131nda genel olarak yatay bir seyir izlemesi bekleniyor. Pazar\u0131n b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fcn 2025\u2019te 358 milyar avro olmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcrken (2023\u2019te 369 milyar avro, 2024\u2019te 364 milyar avro), bu rakam\u0131n mevcut kurlarla yakla\u015f\u0131k %2 d\u00fc\u015f\u00fc\u015f, sabit kurlarla ise yatay seyir anlam\u0131na geldi\u011fi belirtiliyor.
Bu durum, pandeminin ard\u0131ndan ya\u015fanan g\u00fc\u00e7l\u00fc toparlanman\u0131n sonras\u0131nda pazar\u0131n yeniden ivme kazanmas\u0131ndan ziyade olgunla\u015fma d\u00f6nemine i\u015faret ediyor. Rapora g\u00f6re, ultra zengin t\u00fcketiciler y\u00fcksek segment \u00fcr\u00fcnlere olan talebi s\u00fcrd\u00fcr\u00fcrken, istekli t\u00fcketici kitlesinin geri \u00e7ekilmesi, geleneksel l\u00fcks segmentler \u00fczerindeki bask\u0131y\u0131 artt\u0131r\u0131yor.<\/p>

Gurme Restoran Deneyimi Y\u00fckseli\u015fte<\/strong>
Bain-Altagamma \u00e7al\u0131\u015fmas\u0131; Asya, Orta Do\u011fu ve resort destinasyonlar\u0131nda gurme restoran deneyimlerinin h\u0131zla y\u00fckseldi\u011fini, bu trendin \u00f6zellikle gen\u00e7 ve deneyim odakl\u0131 gezginler taraf\u0131ndan beslendi\u011fini vurguluyor. Ayn\u0131 zamanda seyahat aktiviteleri, safariler ve se\u00e7kin sporlar gibi yeni alanlar da an\u0131nda ayr\u0131cal\u0131k sunan deneyimlerle modern l\u00fcks tan\u0131m\u0131n\u0131 yeniden \u015fekillendiriyor.<\/p>

Outlet Ma\u011fazalar\u0131nda Eri\u015filebilir L\u00fcks<\/strong>
L\u00fcks\u00fcn fiziksel perakende kanallar\u0131nda, t\u00fcketicilerin uygun fiyat ve eri\u015filebilir l\u00fcks aray\u0131\u015f\u0131yla outlet ma\u011fazalar\u0131 g\u00fc\u00e7l\u00fc performans sergiliyor. Online kanallar istikrarl\u0131 g\u00f6r\u00fcn\u00fcm\u00fcn\u00fc korurken, monobrand ma\u011fazalarda hafif bir gerileme ya\u015fan\u0131yor; son 6 ayda toplam ma\u011faza alan\u0131nda 25 bin metrekarelik d\u00fc\u015f\u00fc\u015f g\u00f6zlemleniyor. ABD\u2019deki b\u00fcy\u00fck ma\u011fazalar ise 2024\u2019ten bu yana yakla\u015f\u0131k %10 oran\u0131nda alan daraltm\u0131\u015f durumda.<\/p>

L\u00fcks\u00fcn T\u00fcketici Taban\u0131 K\u00fc\u00e7\u00fcl\u00fcyor!<\/strong>
\u00c7al\u0131\u015fma, l\u00fcks t\u00fcketici taban\u0131n\u0131n k\u00fc\u00e7\u00fclmeye ve par\u00e7alanmaya devam etti\u011fini vurguluyor. L\u00fcks t\u00fcketici say\u0131s\u0131 2022\u2019deki 400 milyon rakam\u0131ndan 2025\u2019te yakla\u015f\u0131k 340 milyona gerilemi\u015f. 2024-2025 d\u00f6neminde l\u00fcks markalar i\u00e7in yeni m\u00fc\u015fteri kazan\u0131m\u0131 %5 d\u00fc\u015ft\u00fc. Aktif l\u00fcks al\u0131\u015fveri\u015fi yapan t\u00fcketici oran\u0131 ise toplam potansiyel m\u00fc\u015fteri kitlesi i\u00e7inde 2022\u2019de %60 seviyesinden bu y\u0131l %40-45 band\u0131na geriledi. \u00d6te yandan harcama e\u011filimleri de par\u00e7alan\u0131yor; t\u00fcketiciler daha az sat\u0131n alma yaparken k\u00fc\u00e7\u00fck ayr\u0131cal\u0131klara ve indirim kanallar\u0131na y\u00f6neliyor, ayr\u0131ca harcamalar deneyimlere, daha uygun fiyatl\u0131 alternatiflere ve ikinci el pazara kay\u0131yor. \u201cBig spender\u201d olarak tan\u0131mlanan \u00fcst d\u00fczey m\u00fc\u015fterilerin harcamalar\u0131 ise yatay seyrediyor; 2019\u2019da pazar paylar\u0131 %30 (88 milyar avro) iken 2024\u2019te %45\u2019e (165 milyar avro) y\u00fckselen bu grup, 2025\u2019te %46-47 seviyesinde kal\u0131yor.<\/p>

2035\u2019e Do\u011fru L\u00fcks\u00fcn Yol Haritas\u0131<\/strong>
Daha ileriye bak\u0131ld\u0131\u011f\u0131nda rapor, ki\u015fisel l\u00fcks \u00fcr\u00fcnlerinin \u00f6n\u00fcm\u00fczdeki d\u00f6nemde y\u0131ll\u0131k %4 ila %6 aras\u0131 b\u00fcy\u00fcmenin m\u00fcmk\u00fcn oldu\u011funu ve bu b\u00fcy\u00fcmenin geni\u015flemeye devam eden t\u00fcketici taban\u0131 ile kal\u0131c\u0131 talep taraf\u0131ndan desteklenece\u011fini ortaya koyuyor. 2035 y\u0131l\u0131na gelindi\u011finde ki\u015fisel l\u00fcks \u00fcr\u00fcnleri pazar\u0131n\u0131n 525 ila 625 milyar avroya ula\u015fmas\u0131, toplam l\u00fcks harcamalar\u0131n\u0131n ise 2,2 ila 2,7 trilyon avro seviyesine \u00e7\u0131kmas\u0131 \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Bain & Company\u2019nin, \u0130talyan l\u00fcks \u00fcr\u00fcn \u00fcreticileri derne\u011fi Altagamma ile ger\u00e7ekle\u015ftirdi\u011fi \u00e7al\u0131\u015fmaya g\u00f6re k\u00fcresel l\u00fcks pazar\u0131, ekonomik ve jeopolitik belirsizlikler ile t\u00fcketici tercihlerini d\u00f6n\u00fc\u015ft\u00fcren kritik de\u011fi\u015fimlere ra\u011fmen 2025\u2019e girerken dayan\u0131kl\u0131l\u0131\u011f\u0131n\u0131 korudu. Rapora g\u00f6re toplam l\u00fcks harcamalar\u0131, ge\u00e7en y\u0131lki seviyelere yak\u0131n seyretti. L\u00fcks end\u00fcstrisinin t\u00fcm segmentlerinde t\u00fcketicilerin yapt\u0131\u011f\u0131 k\u00fcresel harcamalar\u0131n 2025 y\u0131l\u0131 sonuna kadar 1,44 trilyon […]<\/p>\n","protected":false},"author":2,"featured_media":4321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-4320","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4320","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4320"}],"version-history":[{"count":5,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4320\/revisions"}],"predecessor-version":[{"id":4326,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/4320\/revisions\/4326"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/4321"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}