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How can Chinese sportswear and equipment brands use ethnocentrism to attract young Chinese consumers?
Su, Wenkai
With the continuous advancement of economic globalization, Chinese consumers are facing more diverse choices when shopping. This thesis aims to study how Chinese sportswear and sports equipment brands use ethnocentrism to attract young Chinese consumers. The purpose is to propose recommendations to further enhance market competitiveness. The thesis investigates the impact of consumer ethnocentrism on the purchase intentions of sportswear and equipment, primarily considering direct effects, mediating effects, and moderating effects, ultimately establishing a conceptual model. In the subsequent empirical study, the thesis collects data through online questionnaire surveys (n = 302), utilizes SPSS for regression analysis, and examines the hypotheses proposed. The results suggest that application of ethnocentrism in marketing of Chinese sportswear and sports equipment brands can be a source of competitive advantage.
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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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Consumers' Motives for Buying Upcycled Clothes
Bourová, Tereza ; Janoušková, Svatava (advisor) ; Švíková, Radka (referee)
The focus of this diploma thesis is on the consumers' motives for purchasing upcycled clothing. Based on the research of available resources, this thesis firstly describes the most expanded model of clothing production, fast fashion, with special focus on the negative environmental impacts it has during different stages of a product life cycle. It later moves on to describe the traditional and more environmentally friendly model, slow fashion, and puts both these concepts (fast fashion and slow fashion) in connection with the hierarchy of waste management and the concept of circular economy. This theoretical base helps to fully understand the concept of upcycled fashion, which is thoroughly described in a separate chapter that also includes various examples of designers who focus on fashion upcycling. The last section of the theoretical part deals with motivation and motives for purchasing clothes. The empirical part of this diploma thesis focuses on how consumers perceive upcycled fashion in order to answer the main research question: What are the consumers' motives for purchasing upcycled clothes? To answer the question, qualitative research was used, specifically semi- structured interviews. The interviews were conducted with a total of twelve shoppers who have had previous personal experience...
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Everyday fashion show
Rémanová, Jana ; Šagát, Petr (referee) ; Ruller, Tomáš (advisor)
Work is dealing with the problems of unusual clothing and conflict with surroundings. The work includes research of what is regarded as weird, extravagant and alternative in everyday fashion, but also designs of outfits inspired by research made by questionnaires and finally realization of artistic performances in public places. The result of the project is information obtained from the research of one hundred respondents. Furthermore, a series of ten "costumes", which show the stimuli obtained from previous research from selected questionnaires. Each model is an example of the stereotype of what was found to be eccentric in dress. In these models, a performance was subsequently performed in public. All individual phases of project creation are presented as a whole and presented as a bachelor's thesis.
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Návrh úložného systému do dívčí šatny
Lašanová, Tereza
This bachelor work deals with problem of storing clothes. This work is deided in two parts - theoretical and practical part. The first part of the theoretical part of bachelor work deals with history of clothes from antiquity to the present. Another parts focouse on ergonomics, anthropometry and dimensional requirements of storage furniture. Last part of the theoretical part deals how ways we can storage clothes and little bit of history of some of them. Main goal of bachelor work is design the storage system into the girls' dressing room. Based on the responses from the questionnaire and recherches was created optimal design of dressing room. This section described the whole procedure - draft storage system, plan proposal, visualization and more.
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Fashion brand
Slanař, Karel ; Klouzková,, Alice (referee) ; Macháček, Mikuláš (advisor)
The aim of the diploma thesis was to create my own fashion brand and to come up with idea for starting my business. The work of graphic designer consists of collaboration with client which mostly leads to some kind of compromise. My aim was to create whole final product. I took this project as challenge to try something new and recieve professional feedback on my work. The reason why i chose fashion design is because i am interested in fashion for a long time.
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Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
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Loyalty program of clothing shop
Topičová, Kristýna ; Procházková, Markéta (advisor) ; Špunarová, Monika (referee)
At present, a theme of loyalty programs is very popular. The valuable loyalty programs can be considered as some kind of competitive advantage that helps company to grow. However, business organization has to do its activities with regard to its customers. This Master thesis attempts to create a complex concept of loyalty program for clothing shops according to customers wishes. The results indicate that customers want loyalty program of clothing shops based on permanent discounts. The findings also suggest that even though people do not want to share personal data they are willing to exchange those data with companies for rewards when loyalty program benefits seems to be attractive to them. These finding have major implementation for marketing managers who want to build successful loyalty programs.
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