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National Repository of Grey Literature

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The impact of Sustainable Fashion on the Marketing Communication of Czech fashion Brands Havrdová, Karolína ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee) The bachelor thesis deals with the principles of sustainable fashion and related marketing techniques, to which fashion brands often resort. This issue is explored by the author in the context of the Czech fashion scene, using in-depth interviews with representatives of Czech fashion brands. The topic is first introduced from a theoretical point of view, where the term "sustainable fashion" is explained to the reader and he gets more familiar with the individual lifecycle phases of a fashion product. Then, the negative aspects of the fashion industry and their solutions using the principles of sustainable fashion are analysed into more depth. This is followed by introducing the reader to the marketing techniques related to the sustainability. The theoretical part serves as a groundwork for own research, in which the author sets the target of mapping the situation regarding the sustainable fashion on the Czech market and compare individual fashion brands with each other. The qualitative form of questioning using in-depth interviews with the representatives of eleven Czech fashion brands was chosen as the research method. The aim of the thesis is to enable the reader a deeper insight into the area of sustainable fashion and to use research to map this issue on the Czech fashion scene. Detailed record

See also: similar author names
1	Havrdová, Kateřina
1	Havrdová, Klára

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