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Marketing of the luxury brand Dior
Sedláková, Pavla ; Procházková, Markéta (advisor) ; Horáková, Iva (referee)
The main topic of this bachelor thesis is the marketing of the luxury fashion brand Dior. The aim is to describe and analyze marketing methods. This thesis describes which tools Dior use to gain customers and how these tools work. The theoretical part of my work is focused on introducing marketing, marketing mix and marketing strategy. I was also devoted to luxury. The methodological part introduces selected methods of bachelor thesis and hypotheses. On of the part of the thesis is an analysis of questionnaire survey on the perception of the Dior brand and the term luxury. The practical part also includes interviews with fashion bloggers and their look at luxury, luxury brands and the Dior brand.
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Democratization of fashion luxury goods
Meinerová, Kateřina ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
Bakalářská práce popisuje fenomén demokratizace luxusního zboží. Jejím cílem je pojmenovat a vysvětlit faktory, které tento jev zapříčiňují a zároveň usiluje o porovnání těchto teoretických poznatků se skutečným postojem veřejnosti vůči luxusním módním značkám. První část práce přibližuje teoretické a historické ukotvení luxusního módního zboží, což je nezbytné pro následné pochopení jeho demokratizace. Ovšem už v ží se věnuje značná část práce prvním náznakům Druhá část práce popisuje proč dochází k zboží a vysvětluje co ji způsobuje. Tato část se zároveň věnuje novému Pro třetí, část práce, je stěže který zkoumá vnímání luxusního módního zboží v myslích spotřebitelů.
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Gastronauts of Eastern Europe: Experiencing and Digesting Luxury Gastronomy in the Czech Republic
Hajdáková, Iveta ; Abu Ghosh, Yasar (advisor) ; Balon, Jan (referee) ; Eyal, Gil (referee)
This dissertation is based on a research of luxury gastronomy conducted in two luxury restaurants in Prague. The main focus of analysis is on gastronomic experience as an affective commodity and a vehicle of social, economic and political transformation. The study examines how affect is produced, commodified and how value is generated in luxury "experiential gastronomy." It also analyzes the role of affect in transformation of individuals, the society, consumption practices, entrepreneurial practices, and labor. It shows how experts on gastronomy educate the public on appropriate consumption practices and eating habits. Eating and dining serve as "technologies of the self" (Rose 2004) through which individual and social health and well-being are achieved. Cultivated affect becomes a vehicle of the "purification from socialism" (Eyal 2003) and also plays an important part on the formation of ethical consumer and citizen (Muehlebach 2011). Powered by TCPDF (www.tcpdf.org)
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Communication activities of luxurious brand Prada and Gucci in 2013: comparative studies
Vu Quynh, Trang ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The purpose of this diploma thesis is to penetrate the surface of communication activities and strategies of luxurious brands, including description of the brands and analysis of their contents. It aims to determine the way of communication of luxurious fashion houses. The exemplars for the attempt mentioned above will be the advertising campaigns and communication activities of the two world well-known Italian fashion brands Prada and Gucci. The first part establishes the theoretical base of the general marketing and communications and marketing strategies of luxury brands. The sources of the study are the Czech and international publications related to this topic. The opening session also includes basic information and historical development of both fashion houses, which will help to understand the context of events leading to complex understanding of the communication strategy. The second part contains the comparative analysis of the chosen campaigns of both fashion houses and the final conclusion.
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Contemporary Marketing-Communication Activities of the Perfume Chain Sephora on the Czech Market
Straškrábová, Eva ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The purpose of this bachelor's thesis is to outline the exercise of marketing communications within the segment of the luxury cosmetics industry, focusing on the perfume chain Sephora in the Czech market. The main attention is drawn to the period of years 2011 - 2015. The first chapter introduces marketing communications within the cosmetics industry. It describes the beginnings of the contemporary cosmetics industry and portrays significant features of selected marketing tools and strategies, which are used in this specific area. Furthermore, the thesis descriptively analyses the current Czech market with (luxury) cosmetics and fragrances, as well as it maps the major types of Sephora's competition. The third chapter is dedicated to the Sephora company itself and its operating in the Czech Republic. Moreover, the chapter overviews Sephora's selected marketing and communication activities of the marketing mix, including the insight into pricelist estimates of Sephora's advertising investments into several chosen media channels. Last but not least, the thesis presents a research carried out by the author of the thesis. Its primary objective is to identify the key reasons, which make both potential and the actual customers go to Sephora stores and eventually buy some products. This quantitative...
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The luxury lifestyle construction in the proč ne? magazine
Maxa, Martin ; Hejlová, Denisa (advisor) ; Vochocová, Lenka (referee)
This diploma thesis focuses on the process of designing a luxurious lifestyle within the proč ne?! magazine. The theme aims to analyze the year's activities at several levels. The first level is a quantitative content analysis, where the primary objective is to determine the ratio of advertising to editorial content. Based on these quantitative findings the magazine's content will be confronted with the ownership structure of major advertisers. The second level is represented by expert interviews carried out with the magazine editors who bring valuable additional material. The third level is a qualitative content analysis which focuses on a luxury lifestyle that is constructed through the magazine. This luxury lifestyle will be described through various selected examples of textual and pictorial character. Theoretical introduction provides a broader framework in which the concept of luxury is described. In practical part of the thesis, these findings are used to explain several luxury phenomenons. The final part offers a detailed analysis of the advertiser's structure, their products and stratification within segments of the luxury market through comprehensive visualization.
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Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012
Mašková, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
Bachelor thesis "Comparison of event marketing strategies of luxury fashion brands in the years 2010-2012" deals with the event marketing as a tool through which selected luxury fashion brands (Dolce & Gabbana, Hermès, Louis Vuitton) on the Czech market communicate with their customers. First, the thesis defines the essence of event marketing and its position in the marketing communications mix. Subsequently, it indicates the main aspects of the luxury sector and characterizes the basic principles of the event marketing activities that are carried out in this area. The thesis describes selected events and than using comparative analysis reveals their obvious and latent intentions, on the basis of which each brand seeks to attract the target audience and convey unique and emotive experiences. The whole thesis points to the fact that the luxury fashion brands, which are mainly based on traditional and historical value, are able to effectively communicate with their customers through the communication tool that is considered as a modern, innovative and progressively growing part of marketing communications.
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Lifestyle and Consumption of Luxury Goods of the Upper-class Population in the Czech Republic from a marketing Point of View
Babická, Barbora ; Hejlová, Denisa (advisor) ; Obluk, Ondřej (referee)
This thesis seeks to map out the lifestyle and consumption of luxury goods of the high-income segment of population of the Czech Republic, it also examines to what extent the high-income section of population lets advertisement media and the products them selves to seduce them. The sample used for carrying out the analysis is composed of ten respondents, which will be subject to an in-depth interview and subsequent analysis. The first part of the thesis will establish a theoretical basis and the definition of basic concepts. Existing czech and available foreign publications generally dealing with this issue are utilized for this objective. An essential chapter of the theoretical section is also the description of the methodics. The second part focuses on practical research and the analysis of results. An important component of the passage is the incorporation of mental maps showing the consumption and lifestyle of the high-income population segment of the Czech Republic.
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