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Návrh pultu prodejny oděvů
Slabá, Veronika
This bachelor's thesis focuses on the design of a checkout counter for clothing companies such as Zara, Reserved, H&M, etc. The aim of the design is to create a functional counter that enables fast and convenient processing of customers. The design considers all current functions of checkout counters and their development in the future. Additionally, the counter is ergonomically designed with consideration for the comfort and mobility of staff. The design of the checkout counter is minimalist to maximize its functionality and not distract customers. Overall, it is designed to be simple, efficient, and easy to use for both staff and customers.
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Marketing Communication of Fashion Brands in Czech Online Blogs
Hnídková, Zuzana ; Hejlová, Denisa (advisor) ; Máchová, Eva (referee)
The main theme of this bachelor thesis is development of a phenomenon of fashion blogs in the Czech Republic focused on using this platform for marketing communication mainly of fashion and cosmetic brands. The main goal is to, by descriptive analysis, describe most common methods of marketing techniques that are used to promote products by using authors of fashion blogs as opinion leaders and also describe penetration of this communication to author's content of blogs and analyse readers' responses to such content. The first chapter focuses on fashion blogs characteristics, second part is about establishment and development of this phenomenon in foreign countries and its influence to democratization of fashion. Third part deals with three main points that have principal influence on development of Czech fashion blogs, which allowed progress in marketing use of this media. In the fourth part I concentrate on the blog's authors and their position as opinion leaders, who are effectively used for spreading awareness of a brand. The following chapter is focused on techniques of bloggers' communication with their readers and also the readers' reaction to sponsored content. The conclusion is dedicated to summing up the key ideas of the thesis and the supplement includes photo documentation of the H&M showroom as...
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Marketing strategy of fashion brand Oysho in case of potential entry to Czech market
Coufalová, Klára ; Chylíková, Hana (advisor) ; Jakešová, Patricia (referee)
The bachelor thesis is dedicated to marketing strategy of spanish fashion brand Oysho. The main goal is analysis of company's current marketing strategy, ist marketing instruments and suggestion of Oysho's possible entry strategy to Czech market. At first chapter are defined theoretical terms related to marketing. Second chapter explores company's history and progress following with analysis of Oysho's marketing strategy. Following chapter studies marketing strategy of Italian rival brand Intimissimi. Based on questionnaire survey and SWOT analysis at final chapter is carried out evaluation and recommendation on Oysho's possible entry strategy to Czech market
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Comparison of Prices and Positioning of Fashion Brands in Selected Countries
Hájková, Kateřina ; Říha, David (advisor) ; Handl, Petr (referee)
This Bachelor thesis focuses on the different prices of clothing and positioning of three selected fashion brands in the Czech Republic and the United States of America. It analyzes individual prices of goods by comparison within the chosen countries and then examines consumer perceptions of brands by method of questioning. It also defines the different campaigns of selected brands and their focus on a particular type of customer. The aim of this work is to analyze how much the prices of goods vary and analyze the factors that affect customer's perception of brands in the selected countries.
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Marketing communication of fashion brands and their influence on consumer´s body image
Macková, Monika ; Pešek, Ondřej (advisor) ; Krátký, Ondřej (referee)
The Master's Thesis deals with the marketing communication of fashion industry with the focus on two particular global fast fashion brands. The main goal is to identify the specifics of marketing communication strategies of fashion industry, to analyze the approach difference of the two chosen fashion brands H&M and Zara and to define their influence on consumer's body image through qualitative and quantitative research. The thesis is divided into several parts. The first chapter follows up the peculiarities of fashion marketing communication including the use of particular communication instruments and new trends. The second part deals with the pivotal points of marketing communication of H&M and Zara and also analyzes the relations between the fashion industry and the currently much discussed issue of body image. The next section concentrates on the methodology of the research and describes the techniques of data collection and the surveyed group. The last practical part evaluates the results of the primary data obtained by the research with the purpose of defining the impact of fashion brands communication campaigns on the consumer.
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