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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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Reflection of haute couture in the Czech countries
Hoffmannová, Soňa ; Štemberk, Jan (advisor) ; Šalanda, Bohuslav (referee)
"Reflection of Haute Couture in The Czech lands" deals with fashion in the second half of the 19th century and early 20th century in the Czech lands. Before confirmation of national independence in the form of Czechoslovak republic the Czech fashion was evolving between two opposing tendencies. First, there was acceptance of influence from abroad, especially from France, England and Germany particularly through fashion magazines, and second, there was an effort to preserve national originality. The target of this thesis is not the analysis of fashion trends in the Czech environment but analysis of fashion as a phenomenon linked to wider societal aspects, political affiliations, construction of national identity and specific, nearly missing position of Czech aristocracy. This thesis monitors the status of a tailor in the Czech lands, his struggle with the beginning of apparel production and compares his emplacement with the French tailors, also known as coutiers who have created an autonomous and independent status of the clientele already in the second half of the 19th century.
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Fashion and self-concept at older school age children
Medalová, Lenka ; Levínská, Markéta (advisor) ; Doubek, David (referee)
The bachelors thesis is focused on the relation between fashion and self-concept, particulary in older schooled-aged children. The text is structured into two parts - theoretical and empirical. The first section of the theoretical part is devoted to give a definition of terms related to self-concept, such as self-esteem and self-representation. The second section is focused on the relation between fashion and self-concept then. A view on the fashion as a reflection of time and changes of the women role is provided at first. Changes of fashion and beauty ideal arise from manners of the time and status of the sociaty. The force for fashion changes and interest in fashion is introduced in context of wish to express sexual attractivness, social status or individual personality. Those are in connection with identity of individual on a personal, social and gender level. The theoretical part is based on theoretical resources to clarify what is the origin of self-representation involving clothing on those three levels, what is the infuence of fashion on them and how the fashion is affected by them. Empirical part is devoted to qualitative research, which was conducted in secondary school. The aim was to explore how the phenomenon of fashion is reflected in the life of adolescents and what is the role of it...
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Brand Building of Freestyle Brands on the Example of Quiksilver
Kučerová, Tereza ; Hejlová, Denisa (advisor) ; Dolanská, Nora (referee)
The diploma thesis "Brand Building of Freestyle Brands on the Example of Quiksilver" deals with the brand Quiksilver, its origin, development, global agency, its place on the Czech market and marketing strategies. The first part of this thesis covers the issues incorporated within the market of freestyle brands, their development and cultural environment in which they were formed. Furthermore, the term "freestyle brand" is introduced and its meaning is explained. In addition, a historical background of Quiksilver is provided. The brand's global importance is also described, starting with the sewing of the first shorts of Quiksilver in Torquay, Australia and moving to Huntington Beach, California, and subsequent global expansion. Quiksilver was originally a small local company, and gradually developed and expanded its product line to become one of the largest multinational companies in the field of freestyle brands. This thesis depicts Quicksilver's marketing activities on the global and the Czech market, where it has been around since 1991. This section describes event marketing, advertising and sales promotion, and provides an evaluation alongside these descriptions. In this study the method of descriptive analysis was used. Research using an electronic public survey on the brand's popularity...
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Clothing in Masterpieces of the Old Flemish School in the 15th Century
Václavíková, Kateřina ; Jarošová, Markéta (advisor) ; Nespěšná Hamsíková, Magdaléna (referee)
The aim of the Bachelor's Thesis is to present an overview of the evolution of the 15th Century Burgunian fashion. The Thesis is based on the study of the masterpices by the Old Flemish painters and iluminators which had been represented by the official clothing of the Burgundian aristocracy and Flemish elite. The attention is espetially paied to the details of clothes, fabrics, patterns and accessoires. Final results are confronted with the literature and the examples from the 15th Century. Burgundian fashion of Western Europe, which evolved from Gothic is continually compared with clothing from renaissantian Italy and the attention is also paied to the contamporary trade with fabrics
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