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ZOOT Plc. marketing communications
Veselý, David ; Postler, Milan (advisor) ; Mikeš, Jiří (referee)
The thesis analyses marketing communications of the company ZOOT Plc., which represents the biggest fashion on-line shop within the Czech Republic market. The aim of the thesis is to identify how the company is perceived regarding to its marketing activities. The theoretical part explains the marketing term as well as forms of marketing communications, on-line and off-line communications and fashion marketing itself. The practical part introduces the company ZOOT Plc. and its concept followed with SWOT analysis and analysis of its existing forms of marketing communications. The practical part also includes own research which shows the general perception of the company in the Czech Republic.
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Trends in Fashion Marketing and their influence to consumer buying decision
Votočková, Pavlína ; Filipová, Alena (advisor)
This master's thesis deals with Trends in Fashion Marketing and their influence to consumer buying decision. The aim of the thesis is to analyse consumer's attitude to fashion marketing and it's current trends: Fast Fashion, online shopping, co-branding and influence of social sites. The thesis is devided into a theoretical and a practical part. The theoretical part deals with consumer behavior, specification of current situation on the fashion market, locating of production and supply chain process in fashion business. In this part trends in fashion marketing: Fast Fashion, online shopping, co-branding and social sites are introduced. The practical part deals with a questionnaire survey. The main aim is interpreted on the basis of the result from the questionnaire survey.
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Fashion marketing focused on the microenterprise – Krispol fashion s.r.o.
Berný, Ondřej ; Pešek, Ondřej (advisor) ; Keferová, Regina (referee)
Bachelors thesis is focused on fashion marketing and its application on company Krispol fashion s.r.o., which engaged in manufacturing of handmade bow-ties. The objective of the bachelors thesis is a survey of how the companys marketing activities are percepted by the current customers and how these customers participate in such activities. The main marketing activities are participation in fashion markets and presenting on companys Facebook page. The thesis consists of a theoretical and a practical part. The theoretical part is focused on determining the basic concepts of fashion marketing, marketing mix in the fashion industry and specifics of marketing of microenterprises. In the practical part the company Krispol is described, along with its marketing mix and other specifics. The last part of the practical part includes an evaluation of the marketing research focused on marketing activities of the company. Subsequently there are submitted proposiotions of possibilities for future improvements.
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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.
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Description of Burberry marketing communication
Kulesová, Kateřina ; Maxa, Martin (advisor) ; Hejlová, Denisa (referee)
Hlavním tématem této bakalářské práce je marketingová komunikace módního domu Burberry. Cílem práce je analyzovat jednotlivé komunikační kanály a jejich specifika, která značku odlišují od ostatních. V teoretické části se autorka zabývá módním marketingem a představením značky, včetně historického pozadí, marketingového mixu a SWOT analýzy. V praktické části pak autorka analyzuje offline a online komunikační aktivity. V této části se věnuje přístupu značky například k store marketingu, eventům nebo sociálním sítím. Součástí práce je také stručné porovnání facebookového profilu značky Burberry a na trhu obdobně postavené značky
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Communication strategy of the brand ODIVI
Šebková, Natálie ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis "Communication strategy of the brand ODIVI" analyses marketing-orientated communication of this well-known brand, which was founded by Czech fashion designer Iva Burkertová. In the first section, the thesis deals with the concept of fashion in a social and historical context, focuses on its properties and describes the fashion market and its structure. The second section describes fashion marketing and the main theoretical concepts associated with it. The third chapter focuses on the brand description and determines its origin, the main collections, vision and mission, positioning, it also characterizes the main target group, defines brand competitors etc. The next section analyses the current marketing mix of the brand. The research section is based on the content analysis, which qualitatively describes selected communication tools of the brand ODIVI and focuses on their main positive and negative aspects. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats. Lastly, the thesis presents results of primary research conducted through the content analysis, responds to the predetermined hypothetical questions and proposes concrete recommendations to improve the communication strategy for the future.
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Research study about of the lifestyle patterns of Marshal Apparel's target group with the focus on a perception of fashion and trends as a means of self-expression
Šlahař, Daniel ; Maxa, Martin (advisor) ; Vranka, Marek (referee)
This bachelor's thesis is aspiring to penetrate the minds of the consumers and to delineate chosen characteristics of the lifestyle of Marshal Apparel's target market. It will also focus on the preception of trends and fashion as means of self-expression. In the first section of the thesis, I will explain the basic expressions linked with fashion and lifestyle which help to further understand the given topic. In the next section, I will briefly describe the Marshal Apparel fashion label. The practical section then puts the theoretical expressions into practice and applies them to the target market. The last section of the thesis presents the results and the discoveries of the quantitative and qualitative research that was carried out to gain an understanding of the consumer behaviour and lifestyle of the target market.
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Communication strategy of Mercedes-Benz Prague Fashion Weekend in the years 2013-2014
Pavlík, Mikuláš ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The bachelor thesis "The Communication Strategy of Mercedes-Benz Prague Fashion Weekend in 2013-2014" analyses the overall functioning and transformation of the communication strategy of this key social and business event that promotes the Czech fashion industry. The observed period of two years focuses on the change of leadership and the entrance of the key sponsor and also the titular partner - Mercedes-Benz, which as part of its strategy supports fashion weeks on an international level. In the first section, the thesis deals with the concept of fashion in a historical and social context, and successively with the current issues and the importance of using marketing tools. The second section explains the basic marketing concepts that are then applied in the research section. The third chapter focuses on the description of the individual annual fashion weekends and also on the operations of local competition. The research section, in addition to the use of various communication tools, is based mainly on media monitoring, which is done through quantitative content analysis. The SWOT analysis is applied for the identification of the current operation and future opportunities and threats.
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Proces of Establishing and Management of Fashion Brand
Švach, Martin ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The diploma thesis "The Process of Establishing and Building a Fashion Brand" deals with the process of establishing a fashion brand, how to write its business plan and which me- thods and techniques are suitable to use to create a fashion brand. The first part of this thesis covers the issues of establishing small business, then it is explained the structure and utilization of business plan and at the end of the theoretical part is closely described fashion marketing, as well as marketing and strategic analyzes and tools, which are generally used for building brands. In the practical part of this thesis the author, according to the acquired knowledge, handles the business plan of the streetwear brand called yen3k. Author focuses on SWOT strategic analysis, market segmentation and mainly on the marketing mix. Especially the promotion part of the marketing mix is described deeply. In conclusion, organizational plan, risks assessment and financial plan are evaluated. Keywords Fashion brand, brand, yen3k, business plan, fashion marketing, entrepreneurship, branding, streetwear, brand establishing, creation of a brand, brand identity, brand building, fashion, clothing vi
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Marketing Acitivities of Pietro Filipi Fashion Brand in years 2010-2012
Jančová, Michaela ; Hejlová, Denisa (advisor) ; Klabíková Rábová, Tereza (referee)
The goal of this diploma thesis "Marketing Activities of Pietro Filipi Fashion Brand in years 2010-2012" is to describe and analyze activities and communication of pietro filipi brand on the market of the Czech republic. In this diploma thesis following activities are showcased based on the principles of fashion marketing and branding. The first part of the thesis describes situation on the Czech market, stratification of domestic and foreign brands and general segmentation of fashion brands. The next part deals with the specific segment of medium premium brands, its direct domestic and foreign competition in this segment, marketing communication and activities of these brands. The second part describes and analyzes history of pietro filipi, product portfolio, target group and specific marketing activities of this brand. Questionnaire survey in the end of the thesis indicates weaknesses in brand communication with customers and its ambiguous identity.
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