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Marketing Communication Development on the Czech Second Hand Fashion Market
Ševčíková, Karolína ; Ježková, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor's thesis is to examine the second-hand fashion market in the Czech Republic from the perspective of marketing communication, which has not yet been used for this topic. In the theoretical part of the thesis, the meaning of secondhand fashion is defined from various perspectives, which were used to compile in-depth interviews with people who are in charge of communication in the Czech second-hand shops. Furthermore, the theoretical part deals with the validity that applies to the marketing of brands and points out the limits of the application of these well-established procedures to the second-hand market. The interviews were evaluated using grounded theory and point out current obstacles and opportunities of marketing communication of second-hand fashion shops in the Czech environment.
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The stratiec approach of luxury fashion brands to counterfeit goods
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This thesis examines the strategic approach of luxury fashion brands to counterfeits. The democratization of luxury fashion, the acceleration of the fashion calendar, the boom in online shopping, and last but not least the coronavirus pandemic have led to the normalization of the ownership and promotion of counterfeits. The trade in counterfeits poses a long-term risk to the economy and society. The counterfeit business can finance organised crime and its production is harmful to the planet and to workers in the supply chain. The aim of this paper is to find out how brands are dealing with this situation - what tools and strategies they are using to combat counterfeits. The theoretical introduction of the thesis explains the concept of luxury, describes the different forms of counterfeiting from a legal point of view, presents the negative and positive effects of counterfeiting, as well as recommendations on how to combat it. A qualitative method was chosen for the research, which allows to look at the topics in depth and also to explore how the topics are approached. With the help of critical discourse analysis, an answer to the question is sought: What is the current strategic approach of luxury fashion brands towards counterfeit goods? Key themes that are most frequently mentioned by the media...
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Wearing Gender: Men's Take on Fashion
Hrušková, Zita ; Hrešanová, Ema (advisor) ; Benešovská, Barbora (referee)
The presented work deals with the male perspective on fashion and dressing. Clothing works with various means of communication, which are used with greater or lesser awareness of the individual. The main aim of this work is to find out how this communication is formed. In other words, it is a study of what goes into men's thinking and decision-making when it comes to clothing and what role their gender expression plays in this process. The work first presents several theoretical concepts that are inevitably connected with this topic. It is further enriched by qualitative research, which presents the mentioned topics in Czech context through 11 interviews with men of two age categories. Subsequent findings are approached through the lens of the grounded theory method. The key decision-making element turned out to be the everyday experience, which is manifested in the events in which men participate on a given day. An important aspect in men's lives are also external influences, which can come from a personal level, mainly represented by their life partners, or from a community level, exemplified by interests and leisure activities. These two main influential sources are covered by the overall social context, which sets general rules about what is appropriate or expected. In the case of the...
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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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