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Business Plan of the Development of Company Business Activities
Sedlák, Martin ; Kunášek, Václav (referee) ; Čižinská, Romana (advisor)
This Diploma work deals with the creation of the new fashion brand with the wiew of development and diversification of business activities of the company RKM brokers s.r.o. The main current activities of the company RKM brokers s.r.o. are real estate business and development. This work includes description of the company, analyse of the fashion industry, marketing analyse of the new brand and financial plan for the first year of existence.
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Význam udržitelnosti v oděvním průmyslu
Kavulová, Aneta
The bachelor thesis deals with the importance of sustainability in the clothing in-dustry from the point of view of companies and consumers. The issue of the cloth-ing industry is still a current topic in our society, it is necessary to look for more sustainable principles and procedures, as well as innovations that can help to solve these problems. To fulfil the goal, qualitative research was conducted in the form of semi-structured interviews (n = 8 for companies, n = 13 for consumers), also available secondary data were explored. The obtained data were assessed with use of content analysis and conclusions were drawn. Among the main recommen-dations is that companies devote themselves to educating their customers, as a lack of information has a significant negative impact on consumer behavior.
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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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Traditional Indian Clothing
Šobrová, Radka ; Kostič, Svetislav (advisor) ; Marková, Dagmar (referee)
My bachelor thesis deals with the theme of traditional Indian clothing - it is basic overview on this topic. The first part deals with clothing from the view of social and cultural anthropology. Following part is about the history of Indian clothing from ancient times to the present. Next part deals with the technology of production of clothing materials. The last section is devoted to the clothing itself and focuses on three aspects that affect its wearer (age, gender and occasion). The work is accompanied by a picture supplement and glossary of special terms.
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Návrh nábytkového zařízení pro prodejnu oděvů
Zlonický, Matěj
The theme of the thesis is the interior design of a store Caresse, which is specialized in the sale of women's underwear. The introduction of thesis summarizes brief history of stores, the requirements for the functioning of the public interior according to applicable law, norms and principles of ergonomics. The proposal is tied to a specific space in the shopping arcade Rozkvět at Náměstí Svobody square in Brno and meets the stated requirements of the investor. Important aspect of proposal is designing according to brand identity Caresse. The thesis includes design of custom furniture elements and preliminary calculation of commission's cost.
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Zákaznické problémy při nákupech oděvů v kamenných prodejnách v České republice
Fogašová, Tereza
FOGAŠOVÁ, T. Customer problems in purchasing clothing in brick-and-mortar stores in the Czech Republic. Thesis. Brno: Mendel University in Brno, 2019. The thesis deals with customer problems when buying clothes in brick-and-mortar stores in the Czech Republic. The main aim of the thesis is to propose marketing recommendations for brick-and-mortar stores with clothes, which could lead to making the process of purchase easier and more pleasant for customers and employees. The thesis provides an analysis of factors influencing customers at the point of sale, their preferences and identification and evaluation of the importance of problem areas that customers encounter when shopping for clothes. To obtain key information, a questionnaire survey (n = 317) and in-depth interviews (n = 6) were conducted. Both surveys were supplemented by observations in selected stores in Brno. Based on the research, it was found that the importance of brick-and-mortar stores does not disappear, only their roles are changing. In spite of the assumption that brick-and-mortar stores will be more complementary to e-shops in the future, we can say that they are irreplaceable. Especially because of the possibility of getting to know the goods personally and trying it out.
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Loyalty program of clothing shop
Topičová, Kristýna ; Procházková, Markéta (advisor) ; Špunarová, Monika (referee)
At present, a theme of loyalty programs is very popular. The valuable loyalty programs can be considered as some kind of competitive advantage that helps company to grow. However, business organization has to do its activities with regard to its customers. This Master thesis attempts to create a complex concept of loyalty program for clothing shops according to customers wishes. The results indicate that customers want loyalty program of clothing shops based on permanent discounts. The findings also suggest that even though people do not want to share personal data they are willing to exchange those data with companies for rewards when loyalty program benefits seems to be attractive to them. These finding have major implementation for marketing managers who want to build successful loyalty programs.
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Designing and Implementation of a web based clothes delivery service
Feldstein, David ; Klán, Petr (advisor) ; Šretr, Jiří (referee)
The objective of the thesis is to create a web based service designed for sending packages of clothes from the initial designing to final implementation using authors content management system FeldCode CMS. It is planned to put this service into actual operation in summer 2017. This is why another goal of this thesis is to lay out key success identifiers of the service assuming that my masters final thesis would build on these identifiers later in my studies aiming to evaluate success of the whole project. The content of the thesis will be divided traditionally to theoretical and practical part. The theoretical part would describe the process of the whole service and its participants. It will outline technologies used while developing, some design principles followed and of course it will specify key success identifiers as mentioned above. The practical part consists of the designing and the output application itself which is indivisible electronical attachment to this thesis containing all the source codes and SQL commands to create its database structure.
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