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Legal and ethical framework for the use of nudity in marketing communications of companies of the fashion industry
Vénosová, Veronika ; Boháček, Martin (advisor) ; Votava, Tomáš (referee)
The thesis deals with the legislative framework governing the display of human nudity in marketing communications of the fashion industry. Its aim is to explore the legal and ethical framework which governs its use in advertising in the Czech Republic and selected EU member states (The United Kingdom, France, Italy) and the United States. Firstly, the very concept of fashion is defined, followed by historical overview that focuses on the methods of promoting fashion brands, with particular regard to nudity, from the very beginning of the 20th century to the present. Following is the current practice in marketing communications, including its online aspects. Thesis then describes the legal framework and ethical framework that regulates the use of nudity. It includes an outline of selected cases, when complaints about allegedly improper use of nudity in advertising were judged by state or self-regulatory bodies. There are also results of the poll among companies which already used nudity in their marketing communication and the results of the public survey. Work is concluded by prediction of the possible use of this phenomenon in the future based on an extrapolation of current developments.
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The use of social sites in the fashion industry the role of fashion bloggers and marketing trends in 21st century
Bijedičová, Andrea ; Tyslová, Irena (advisor) ; Müllerová, Jana (referee)
World as known in the 21st century is influenced by modern technologies, social sites are counted as one of them. If a fashion company wants to succeed in the globalized world, in which thanks to the Internet everything is affordable, this company has to build a positive relationship with its customers. One way how to do it is using correct marketing strategies and tools. This can be done in cooperation with fashion bloggers. They are building a big influence on their social sites profiles, reaching millions of followers from all over the world. This diploma thesis conducts a survey on this topic while describing one of each tool of fashion blogs and also principles of the fashion industry. Later on these findings are deepen by studying how the best international and Czech fashion blogs work in the reality. The end also covers a different point of view - experiences of a fashion company.
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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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Social networks as a marketing tool (with focus on fashion industry)
Nikolaeva, Anastasia ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The bachelor thesis concerns social networks as a marketing tool with focus on fashion industry. After a brief introduction to marketing theory social networks as a mean of modern communication are introduced. The following practical part demonstrates use of social networks for commercial communications on examples of three international fashion corporations. The conclusion should assess different approaches of the companies to marketing in social networks and an attempt to identify possible future trends is also included.
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Communication strategy of s.Oliver company
Setikovská, Irena ; Postler, Milan (advisor) ; Šámalová, Anna (referee)
The bachelor thesis analyses a communication strategy of a company from the fashion industry. The goal of this work is to carry out an analysis of the key elements of s.Oliver company's communication strategy and to suggest appropriate changes. The theoretical part of this work defines the terminology used in the marketing field with an emphasis on a communication mix and a communication strategy. The practical part includes an introduction of s.Oliver company and focuses on the analysis of the key elements its communication strategy, based on SWOT analysis.
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