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«Tu ne perds pas le nords», Never give up hope
Ručka, Svatopluk ; Veselá, Lenka (referee) ; Ondrík, Jozef (advisor)
The title of the master's thesis serves as an optimistic reflection of the author's life experience as a graphic designer in the fashion industry. From this perspective, it addresses the absence of interdisciplinary collaboration and explores the position of the current division of design. The thesis draws on contemporary democratization processes in the designer's discourse and, through research, creates both a subjective and a general vision of the future that reflects societal experience.
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Interiér obchodu s módou
Humlíček, Petr
This bachelor’s thesis deals with the interior design of a fashion store for Czech fashion brand, located in shopping center. It’s divided in two parts, theoretical and practical. The theoretical part defines the properties and requirements for the retail interior, deals with the history of fashion and the fashion stores. It also touches on the issue of the curent fashion trade and explains it on specific examples. In the practical part there is a research of current fashion stores in the Czech Republic and abroat. Furthermore, the specific requirements of the imaginary investor are defined and on the basis of these requirements, taking into account safety, functionality and easthetics, the interior of the fashion store is designed. The design is created from the sketches to the final visualization and drawing documentation, the whole design is created so that it can be implemented.
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Vnímání influencer marketingu v oblasti fashion se zaměřením na sociální síť Instagram
Krpalová, Aneta
This bachelor thesis researches how fashion influencers can affect the users of the social network Instagram and how influencer marketing is perceived by the target group and the influencers themselves. The theoretical part of the thesis is focused on marketing in general point of view, marketing communication, social media and influencer marketing. The practical part contains qualitative research in the form of in-depth interviews with selected fashion influencers who have account on the social network Instagram and quantitative research in the form of a questionnaire survey, which is focused primarily on users of the social network Instagram. Based on the obtained knowledge and results from the theoretical and practical parts, recommendations will be proposed on how influencer marketing should be carried out in order to achieve positive results.
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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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