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Media Image of Designer Vivienne Westwood: Activism versus Branding
Suntychová, Tereza ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
This diploma thesis deals with the critical mapping of British fashion designer Vivienne Westwood with a focus on the relationship between her activist actions and branding. The goal of this thesis is to analyse discourse practice and uncover the meaning behind creating Westwood's media image. Westwood is actively involved in political, social and environmental matters. She's known for her critical stance towards the establishment, consumer society as well as economic system. She stood at the beginning of punk and helped to define its visual identity. She belongs amongst known sustainable fashion advocates which reflects her famous quote 'buy less, choose well, make it last'. On the other hand, she built a global fashion brand with annual turnover of more than 40.7 million pounds in 2017 and she herself became the subject of criticism because of this contradiction towards her own actions. Some critics pointed out that she urges the public to consume less but owns a global network of stores under her name at the same time. From a methodological point of view the thesis is based on qualitative research, specifically on critical discourse analysis whose mechanisms help to uncover power relationships and put this issue into a broader context.
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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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Concept of communication strategy of the WIN-WIN shop
Vilišová, Barbora ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The purpose of this thesis, titled "Communication strategy proposal for WIN-WIN shop", is to provide a detailed analysis of marketing-oriented communication, in relation to sustainable fashion. The thesis is focused on the case of WIN WIN love brand, describing its inception and communication strategy. The theoretical part of the thesis defines the terms communication strategy, marketing mix and communication mix, with an emphasis on advertising, public relations, direct marketing and personal sales. The theoretical bases of the brand development are explained, including its identity and value. The descriptive part of the thesis characterizes the brand and establishes its origins. The target market is analyzed by the Galaxie Gim model. The analytical part of the thesis investigates separate parts of the marketing mix and explores current communication strategy, pinpointing its advantages and disadvantages. Other factors of the brand are analyzed by SWOT. Lastly, the thesis presents results of primary research conducted through online questionnaires.
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Management of textile waste from housholds in Czech Republic
Nencková, Lucie ; Hadrabová, Alena (advisor) ; Lisa, Aleš (referee) ; Hájek, Miroslav (referee)
Proper consumer attitude towards textile products and optimal post-consumer waste management of textile waste is connected with many benefits. Despite this fact, little research has been conducted on these topics. Textile waste represented mainly by donated textile from households and its material flow in waste streams mirrors the behaviour of our consumer society as well as new technologies in textile and fashion industry. More information about consumer attitude and behaviour toward textile and textile waste is needed to provide suitable waste management processes according to the hierarchy of waste management, such as re-use and energy recovery, and to ensure sustainable development and minimal impact on the worlds wellbeing. This study takes into account not only waste management of textile waste, but also tries to understand all textile issues in a wider perspective. Particularly fashion industry is connected with many negative ethical aspects (e.g. sweatshops), and many environmental issues are connected with overproduction of lower-quality textile products. Proper handling of post-consumer textile products is only one of the product life cycle stages to be solved. The main goal of this study is to discuss the results of a consumer attitude and behaviour questionnaire toward textile and textile waste from households in the Czech Republic. The study also includes partial hypotheses and an analysis of interest groups as other possible sources of information to form proper textile waste management policy tools and strategies.
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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.
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