|
|
Selected aspects of the law of fashion industry
Kamaleeva, Renata ; Dobřichovský, Tomáš (advisor) ; Wünschová Pujmanová, Alexandra (referee)
This thesis defines fashion law as a specific horizontal legal field that relates to the protection of design, materials, manufacturing processes, technology, shapes, lines, colours, finishing and labelling, trademark infringement and copyright protection. Moreover, it deals with crucial topics in the field of fashion law including licensing and enforcement of rights to the products available to retailers, manufactures, and fashion designers. In addition, the thesis studies the establishment and development of fashion law abroad, particularly in the United States of America, as well as in the Czech Republic. In this thesis, the definition of fashion design includes its features and unique remarks in comparison to other types of design. Further, the thesis thoroughly examines and analyses the protection of fashion design available to retailers, fashion designers and manufactures under Czech law, especially trademark protection, copyright protection, competition law and trade dress protection. It studies various sources of law, including case law, statutes, international treaties and soft law that relate to the protection given by the Czech and other legal systems. Moreover, it analyses the concurrence of the copyright protection of design and industrial design protection. Finally, the thesis studies...
|
|
|
Photographic strategy of American Apparel
Červenka, Jan ; Láb, Filip (advisor) ; Štefaniková, Sandra (referee)
The aim of this thesis is to analyse American Apparel's photographical strategies and its advertising tendencies in the years 2011 - 2015. In the theoretical part of this thesis, the text will cover the principals of advertising photography and will briefly describe the history of fashion photography. Also it will mention the work of famous photographers who have worked with atypical visual methods in the past. This thesis will also describe the beginnings and the story of American Apparel and its founder Dov Charney. Based on the work of Roland Barthes and visual methods described in the book Metody výzkumu médií by Trampota and Vojtěchovská, the author will use his theoretical knowledge and analyse the photographs used in American Apparel's advertising. The key result of this thesis is a qualitative analysis based on the text Rhetoric Of The Image by Roland Barthes. Powered by TCPDF (www.tcpdf.org)
|
|
|
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.
|
|
|
Global trends in the Fashion industry
Hubková, Veronika ; Jiránková, Martina (advisor) ; Vošta, Milan (referee)
The Dissertation is providing concise insight into the history of fashion industry, its global evolution and remarkable thresholds leading us into the way we can see it nowadays. Consequent focus is around today's trend of fast fashion being seen as the synonym for affordable and low-cost apparel. Vigorous supply chain analysis delivers valid arguments about negative social and environmental impact on our society as a result of recent fashion trends. Considering all above highlighted issues along with increasingly important sustainability, the theses is trying to outline a future prospect of the industry.
|
|
|
Legal and ethical framework for the use of nudity in marketing communications of companies of the fashion industry
Vénosová, Veronika ; Boháček, Martin (advisor) ; Votava, Tomáš (referee)
The thesis deals with the legislative framework governing the display of human nudity in marketing communications of the fashion industry. Its aim is to explore the legal and ethical framework which governs its use in advertising in the Czech Republic and selected EU member states (The United Kingdom, France, Italy) and the United States. Firstly, the very concept of fashion is defined, followed by historical overview that focuses on the methods of promoting fashion brands, with particular regard to nudity, from the very beginning of the 20th century to the present. Following is the current practice in marketing communications, including its online aspects. Thesis then describes the legal framework and ethical framework that regulates the use of nudity. It includes an outline of selected cases, when complaints about allegedly improper use of nudity in advertising were judged by state or self-regulatory bodies. There are also results of the poll among companies which already used nudity in their marketing communication and the results of the public survey. Work is concluded by prediction of the possible use of this phenomenon in the future based on an extrapolation of current developments.
|
|
|
The use of social sites in the fashion industry the role of fashion bloggers and marketing trends in 21st century
Bijedičová, Andrea ; Tyslová, Irena (advisor) ; Müllerová, Jana (referee)
World as known in the 21st century is influenced by modern technologies, social sites are counted as one of them. If a fashion company wants to succeed in the globalized world, in which thanks to the Internet everything is affordable, this company has to build a positive relationship with its customers. One way how to do it is using correct marketing strategies and tools. This can be done in cooperation with fashion bloggers. They are building a big influence on their social sites profiles, reaching millions of followers from all over the world. This diploma thesis conducts a survey on this topic while describing one of each tool of fashion blogs and also principles of the fashion industry. Later on these findings are deepen by studying how the best international and Czech fashion blogs work in the reality. The end also covers a different point of view - experiences of a fashion company.
|
|
|
TailorMySuit start-up: Existuje potenciál v online podnikání s pánským oblečením na míru?
Čahojová, Kristína ; Lukeš, Martin (advisor) ; Jong, Vincent (referee)
The thesis analyses and describes TailorMySuit start-up in order to asses its potential success. In the introduction the goals of thesis are stated and the structure is explained. The thesis is divided into two main parts -- a theoretical part and a practical part. The theoretical part includes models for business evaluations, basic introduction to online business, its terms; and it also introduces reader into particular start-up industry and international management realities. The practical part contains business analysis based on real data from the company and the market. Analysis is drawn up based on the theoretical aspects.The thesis ends with conclusions and gives the most possible scenarios of business development.
|
|
|
Social networks as a marketing tool (with focus on fashion industry)
Nikolaeva, Anastasia ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The bachelor thesis concerns social networks as a marketing tool with focus on fashion industry. After a brief introduction to marketing theory social networks as a mean of modern communication are introduced. The following practical part demonstrates use of social networks for commercial communications on examples of three international fashion corporations. The conclusion should assess different approaches of the companies to marketing in social networks and an attempt to identify possible future trends is also included.
|
|
| |
|
|
Communication strategy of s.Oliver company
Setikovská, Irena ; Postler, Milan (advisor) ; Šámalová, Anna (referee)
The bachelor thesis analyses a communication strategy of a company from the fashion industry. The goal of this work is to carry out an analysis of the key elements of s.Oliver company's communication strategy and to suggest appropriate changes. The theoretical part of this work defines the terminology used in the marketing field with an emphasis on a communication mix and a communication strategy. The practical part includes an introduction of s.Oliver company and focuses on the analysis of the key elements its communication strategy, based on SWOT analysis.
|
guest ::
