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Fashion designers on the Czech market
Hinková, Barbora ; Zamazalová, Marcela (advisor) ; Haunerová, Klára (referee)
This Master's Thesis deals with the Czech fashion scene. Development of fashion is outlined in the introduction. It should help to understand the whole market. The work deals with marketing of fashion brands and focuses primarily on marketing Czech fashion brands offering fashions for women. Czech fashion scene is analyzed in detail and pointed out the weaknesses that need to be improved. In connection with the findings outlined here is a solution that should help Czech fashion scene.
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Loyalty in Fashion Industry
Frühauf, Daniel ; Stříteský, Václav (advisor) ; Tahal, Radek (referee)
The aim of this thesis is to analyze customer loyalty and market fashion apparel, identify customer perception and participation in loyalty programs. Evaluate current approaches of using customer loyalty programs by the biggest fashion houses. Based on the research results suggest recommendations for creating loyalty programs on the market with fashion and clothing. The solution was used focus group methods, questionnaire probes, expert interviews, desk research and market testing, which focused on loyalty and loyalty programs in the fashion industry. Fashion market is divided into segments of low-cost, mass, luxury. Access to loyalty from customers and companies side is different in each segment. Contribution of this thesis is the comparison of loyalty programs on the market of fashion and testing of selected forms of programs. Results of research findings represent a starting point for gaining loyal customers in the fashion industry.
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Search the fifth element
KAMARÝTOVÁ, Markéta
This work deals with the development of the fashion industry and fashion designers, who operate in it. Practical part presents three models made from silk supplemented by painting.
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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.
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Marketing Strategies in Fashion Industry
Čmielová, Zuzana ; Král, Petr (advisor) ; Richter, Stanislav (referee)
The goal of this thesis is to define the fashion industry and identify the key developments that the segment has undertaken over the last two to three decades including the drivers behind these changes. Specifically, the thesis will provide insights into the financial indicators of the industry and review some of the most recent trends such as globalisation of supply chains and internationalisation of fashion retailers. The second section of the theoretical part will try to identify what are the characteristics of fast fashion customers and what influences motivate their shopping behaviour. Specifically, some of the academic concepts will be examined and put into the context of fast fashion -- these include fashion involvement and fashion consciousness, the influence of opinion leadership and the trend of social shopping. The latest part of the theoretical section will examine the contemporary marketing strategies in the fast fashion segment some of which has been spread over the whole fashion market. Amongst the most vital ones is the change in supply chain management strategies, the shortening of the fashion life cycle and its impact on the frequency of stock replenishment. In addition, the theoretical part will examine the rising power of the internet, its effect on online shopping and the overall transformation of media towards digital communication with the growing influence of fashion bloggers. The goal of the practical part of the thesis is to conduct extensive analysis of the fashion strategies of the two selected fast fashion retailers -- Zara and H&M. These were chosen on the basis of their global success and outstanding financial performance even in the period of economic downturn which makes their strategies unique and worth analysing. Each brand has a distinct approach to its marketing strategy and in many of the elements they are fundamentally different, yet both approaches has enabled the brands to achieve international success and build highly profitable businesses. To review the complexity of different aspects of their strategies, the 7p's framework will be used.
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Company Tilak, a.s. and its entry to the foreign markets
Kamlerová, Karolína ; Gullová, Soňa (advisor) ; Štemberk, Jan (referee)
The bachelor thesis deals with Czech company Tilak, a.s. The main theme is the company's recent entry to the Japanese market. At the beginning there is described the origin of the company, the main object of its business and the production process. The second chapter is devoted to fashion in Japan, its historical development and the specific meaning of today's clothing. Afterwards there is described the process of establishing contacts with Japanese partners and the progress of cooperation. In the end there is described personalization as a marketing strategy which should serve the company for attracting new customers.
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