|
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...
|
| |
|
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
|
|
A Phenomenon of fashion Blogs
Souralová, Ivona ; Hronová, Tereza (advisor) ; Reifová, Irena (referee)
Diploma thesis Fashion blogs and research on the phenomenon discusses a relatively new phenomenon of personal blogs with a focus on fashion and style. It presents fashion blogs in all their complexity, including the definition, classification, origin and evolution. The second section compares the descriptive way fashion blogs with thematically related fashion magazines and from various perspectives: formal characteristics, work organization, text, picture and graphic elements, audiences, the use of advertising and PR and representation of reality. The practical part is focused on qualitative research fashion blog - by a focus group interview with fashion bloggers and subsequently grounded theory method of analysis examines the various relationships, especially causal, which operate under the studied phenomenon. Through reveals further aspects of the fashion blogging such as motivation, fears, needs, dreams and ambitions of bloggers. The goal is to answer the question of how fashion blogs with its distinctive style and authors presentation define the fashion magazines and propose a basic theory of operation of the medium as yet not explored.
|
|
Fashion, Originality and Style: an Ethnographic Probe into a Fashion Atelier
Oulová, Jana ; Halbich, Marek (advisor) ; Josephy, Michal (referee)
The thesis "Fashion, Originality and Style: an Ethnographic Probe into a Fashion Atelier" deals with the phenomenon of fashion from the perspective of anthropology and sociology. It's based on the key theoretical approaches that view fashion as a marker of class and competition of wealth, but also as an expression of one's individuality. The thesis also pays attention to the connections between fashion and cultural environment, and the analysis of fashion in the contexts of material culture studies and the shifting perception of the fashion designer and his work. The work on this thesis also included a field research in the fashion atelier of Ivana Follová, a Czech fashion designer. In the course of several months, the daily operations of the atelier were observed together with the influences affecting the production of fashion goods, and the making of designs. Attention was also paid to the regular customers who frequent the fashion atelier and use its services. The research combined collecting data from participant observations and half-structured interviews. The aim of the study was to find out what principles the fashion industry is based on with a special focus on tailor-made fashion, but also to describe the customers of the atelier and their motives for the need of fashion products.
|
|
Relationship of art and design in Czechoslovakia between the two world wars
Christianová, Dana ; Lahoda, Vojtěch (advisor) ; Knobloch, Iva (referee)
Ústav pro dějiny umění Diplomová práce Dana Christianová Relations of Fine Art and Design in interwar Czechoslovakia Abstract (in English) The work deals with relations of Fine Arts and Design in the context of the First Republic, when marked a fundamental transformation not only in art in general, but just in handicraft and design. This work demonstrates changes that have occurred in the perception, classification and finally democratization of design, by the example of textile art and personality of Marie Teinitzerová, who was at the interface of fine art, handicraft and design and significantly contributed to the promotion of new aesthetic values in all of these areas.
|
|
Fashion as a Differend
Schambergerová, Lucie ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The work called Fashion as a Differend presents the demands of critics of fashion and shows that they are in decomposition with its definition as defined by J. - F. Lyotard in the context of a postmodern condition. It argues that discourse overriding the demands of fashion critics is asymetrical with discourse within which fashion is defined. It turns out that there is a logical paradox with regard to the essence of fashion, which is transience or rapid change (at least as fast a change in society) and the floating demand for slowing down, stability and other criticisms that are linked to its transformation.
|
|
The image of lifestyle in magazine Vlasta between 1990 and 1999
Čermáková, Jana ; Köpplová, Barbara (advisor) ; Cebe, Jan (referee)
This diploma thesis "The Image of Lifestyle in Magazine Vlasta between 1990 and 1999" is focusing on media image of lifestyle in the nineties in Czechoslovakia, later Czech republic. The subjects which were investigated in terms of a lifestyle were: housing, fashion, health, eating, weight loss, sport, traveling, new technologies, consumer goods and beauty. The thesis is divided into two parts - theoretical and empirical part. In the theoretical part there is a political, historical, cultural and media environment in nineties. Empirical part describes a history and editorial staff of the magazine Vlasta. A content analysis was chosen for examining the magazine and it is described in methodological part. The goal of a quantitative and qualitative analysis is to prove stated hypotheses. The nineties meant for Czech people a lot of social changes and also everyday life was affected. The transformation involved habits and interests of people which can be observed during the decade. This diploma thesis is focusing on changes in lifestyle because of commercialism. Observes how much more people were interested in traveling considering new possibilities and aims also on health lifestyle.
|
|
Models in the Era of Socialism
Pravda, Jiří ; Franc, Martin (advisor) ; Schindler-Wisten, Petra (referee)
This diploma thesis deals with profession of mannequin in Czechoslovak. Focus is on the 1960s and 1970s of the 20th century. The diploma thesis focuses on questions, how the woman in Czechoslovakia could become a mannequin, how mannequins were perceived by ordinary people, what position in the world of work they had and what benefits mannequins had from their professions (e.g. benefits in the opportunity of travel, the opportunity to participate in an international exhibitions, filming etc.). The diploma thesis also focuses on the image of mannequins in contemporary media, especially in a feature film. In the diploma thesis there is not neglected contemporary fashion as well with focusing for example on artificial fabric or fashion that was seen in common shops and on the streets. The supporting structure of the thesis consists of interviews with mannequins of the socialist era, but one of the narrators is also a fashion designer Zdeňka Bauerová.
|
|
How media helped to create life-style of Czechoslovakian people
Dlabáčková, Barbora ; Köpplová, Barbara (advisor) ; Penkalová, Lenka (referee)
Diploma thesis How media helped to create life-style of Czechoslovakian people deals with life in socialistic Czechoslovakia in two chosen newspaper perspective. Diploma thesis examines how in Lidová demokracie (published all over the republic) and Pochodeň (published in region of east Bohemia) informed about life-style, what a reader could know from their articles. Life-style is a wide topic, that is why we have chosen just these areas: flat building, culture of building concerning flat lay-out, furniture, textiles and decorations, next leisure time activities focused mainly on recreation represented by mass union recreation, pioneer camp, "cottaging" and camping. Last area is fashion as an integral part of life-style. Fashion is aimed at woman's fashion. In socialism, man's fashion was not interesting topic. Those texts we have found are divided also into three groups - news, publicism and advertisements. To category of publicims we included also advices for household, recipes and this kind of texts. In advertisements, we used also consumer's goods you can use at home or during your holidays (kitchen machines, televisors, tents etc.). We were interested not only in exact topics that we could find in above spoken areas, but also in regional aspect and its demonstration in Pochodeň and also who exactly the...
|