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Slow Life: Slow Living in the Fast Age
KRATOCHVÍL ŠMAJCLOVÁ, Kateřina
The basic topic of this Bachelor thesis is the introduction of the concept of so-called slow living. The main starting point of this lifestyle is the principle of sustainability and general consideration for other members of society, as well as for the environment and limited natural resources. The concept of Slow defines itself against the accelerating life, the hunger of consumer society, and the unnecessary accumulation of material things that are unnecessary for life. This concept tries to show that a people can be happy with little material things, even more so if their behavior does not contribute to the production of low-quality products, mishandling of the human workforce, and the production of other unnecessary waste. In addition to introduction with the motives for a slow life approach, in the next few chapters we will be focused mainly on the topic of food and clothing, but we will focus on them with a different perspective than we usually look at in these topics. We will be interested in their fast and many criticized variants, and then we will imagine their slower opposites. On many pages we will be dealing with a slow-lifer, which is a model supporter of this approach to life, thanks to which we will be able to imagine better specific situations that a fan of a slower life-style deals with every day. The price and quality of products, as well as the origin of their creation, will also be a big topic in this thesis, because the requirement of fair dealing and transparency of production is characteristic of the slow concept. So we will be accompanied by questions such as - Do I really need this thing? And if so, is it necessary to buy it, or can I get it differently? How much have I been influenced by an commercial that says chosen product meets my criteria and expectations, and is it really so? The following pages will help us answer all of this.
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Changing the role of women in the society during the First Republic and its influence on women´s fashion clothing
HESOVÁ, Eliška
This bachelor thesis deals with the change of women´s role in society in the period of the first Czechoslovak Republic in the years 1918 - 1938. It deals with the change in fashion at this time. Its aim is to show how these two elements interacted and changed the perception of women´s status. The thesis is based on the methodological background of cultural studies and perception of individual and collective identity. It will outline the atmosphere that accompanied the change of women´s status in the period of the First Republic. It will also emphasize the context of changing the women´s role in society in 1918-1938 in connection with transforming their clothes.
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Digital and traditional fashion brand communication on example of DIOR chain
Vašutová, Mariana ; Jirák, Jan (advisor) ; Oukropec, Jindřich (referee)
The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...
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FASHION PHOTOGRAPHY AND ITS CURRENT POSIOTION IN MEDIA AND ADVERTISING
Mikešová, Kateřina ; Lábová, Alena (advisor) ; Osvaldová, Barbora (referee)
The bachelor thesis Fashion photography and its current position in media and advertising examines the role of fashion stories (fashion editorials) in relation with the lifestyle magazines they are published in, regarding the role photographers who are responsible for the fashion stories and the fact whether the advertisement in particular magazine issue is related to the content of the fashion story. The analytical part of the thesis is based on the specific example of three lifestyle magazines in the Czech Republic - Elle, Dolce Vita and proc ne?! and on the work of four photographers that publish the most in these magazines - Anna Mrazek Kovacic, Standa Merhout and pairs Stepanka Stein & Salim Issa, Rene & Radka. It is subdivided into three units. The first examines the role of fashion stories in media, define the parameters on the basis of which a quality of a fashion story can be specified. The second analyzes the relation between fashion stories and advertisement on the example of brands that advertise in the magazines in comparison to the brands that are used in the fashion stories. The third analyzes the photographic style of the authors of fashion stories and examines how it is affected by the requirements of the client's order.
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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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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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Système de la Mode by Roland Barthes: Critique of the Model and Limits of Application
Lorencová, Petra ; Šafaříková, Radana (advisor) ; Fišerová, Michaela (referee)
In this thesis we will try to explain and clarify the main concepts of R. Barthes's semiological method introduced in his book Système de la Mode. The key moments of his model will be confronted with critique of other authors such as J. Culler, T. Todorov or D. N. Rodowick. The principal aim of Barthes's book is to create a precise method which would lead the structural analysis of women's clothing described by fashion magazines. The author believes, that vestimentary features presented in fashion magazines are constituted into a system of signification. Barthes's main intention has been to reconstitute this system of meaning and to create a classification of written garment using linguistic approach and procedures. After considering the critique of the above-mentioned authors, we will try to apply Barthes's concepts to some examples of written garment, taken from current fashion magazines, in order to better understand author's semiological project.
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Chanel revolution
Šťovíčková, Zina ; Jančík, Jiří (advisor) ; Machleidtová, Silva (referee)
The subject of the bachelor` s thesis is the French fashion designer and innovator in many specializations and sectors- Gabrielle Chanel. This extraordinary lady was born in a century where women did not have much power and society viewed them as housewives who were should obey their husbands. Nobody assumed that one day they might work. Chanel was a very dynamic and self- sufficient woman who decided to change this prejudice. The chief aim of the work is an effort to clarify what makes her unique and how she influenced culture. She not only changed the world` s fashion but influenced many innovations to the fashion industry. This work is conceived as her biography and tries to capture her most important feats. These feats have permeated into the subconscious of the French nation as well as the whole world. She accomplished this via her originality, determination and independency caused by a sad childhood, lack of men` s love and by the social conditions at that time.
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Function of clothing and identity in adolescents
Ciencialová, Eva ; Levínská, Markéta (advisor) ; Doubek, David (referee)
This work focuses on fashion and its function in a class at school, mainly with adolescets. Pupils of the eight grade at primary school were involved for comparation and students of the second year of high school were involved. The main questions are: What these young people consider as fashionable? Do they percieve the fashion to be an instrument to achieve any goals? What can certain clothing enable to them? The aim was to map the importance that students attach to the clothing, and the allocation of the various functions of a clothes according to their importance. This is all in connection with the formation of identity, which is the main developmental task in the period of adolescence. Following methods were used in order to collect information: observation, short completing interviews and questionnaire, which was fundamental. This questionnaire consisted of three parts. The first part was focused on what do they consider as fashionable, the second part was focused on personal preferences and the third part was focused on the functions of clothing. On the basis of the analysis of questionnaires and other data, have been set fashion trends and the function of clothes, which are described according to the importance. Also been found a social group created on the basis of the modes and relations....
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