|
|
Redken brand strategy - transition from B2B orientation towards B2C strategy
Lacková, Karina ; Koudelková, Petra (advisor) ; Klabíková Rábová, Tereza (referee)
The main topic of this thesis is the modification of the Redken brand strategy from B2B to B2C orientation. Within the theoretical part, the current beauty market is primarily examined. The most important factors influencing the cosmetics industry are identified, such as the Covid-19 pandemic, the online space of social networks and e-commerce, or current social trends influencing shopping behavior such as the Clean beauty trend or the Self-care trend. Theoretically, the B2B and B2C market and their differences are further defined. The process of creating a strategy and its individual steps are also presented. Last part of the theoretical section is the definition of the Redken brand, its history, values and branding. The practical part includes qualitative research in the form of in-depth individual interviews with respondents from the managerial and hairdressing spheres. The analysis further consists of external environment analysis named PESTLE, customer segment analysis, competition analysis, and SWOT analysis. Based on the obtained primary and secondary data, a strategy is prepared in the form of a tactical annual plan. This plan consists of specific sub-steps, which are set in four quarters and six cycles. The prepared strategy takes care of the compliance of current branding and brand values...
|
|
|
The slow fashion trend and its perceptions by the millennials
Lacková, Karina ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The main topic of this bachelor thesis is millennials understanding of consumer purchasing behaviour within the fashion industry. So called generation Y is one of the biggest market forces and the emphasis will be put on perception of the concept slow fashion, and secondly on the fast fashion. For this purpose, the theoretical part presents fashion as an important part of the society. Subsequently, description of the current problematic condition of fashion industry is introduced. Furthermore, the concept of slow fashion and emerging of sustainability within the fashion industry is described. The last chapter of the theoretical part regards the Y generation where their shopping habits and fashion industry perceptions were revealed. In the practical part were conducted semi-structured in-depth interviews with respondents from the generation of millennials. These interviews are subsequently analysed, and the acquired data are compared with the theoretical groundwork. The analysis of the interviews suggests that the sustainable aspect of clothing is not one of the primary factors in purchasing decisions for respondents.
|
guest ::
RSS feed.