|
|
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.
|
|
|
Strategies of the brands Louis Vuitton and Alfred Dunhill in 2009: A Comparative Study
Maxa, Martin ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The goal of this diploma thesis is to penetrate the surface of the haute couture fashion houses marketing communication and to describe the communicated content. In this publication the author wants to reach the symbols and myths which stand behind the luxury marketing. The exemplar for the attempt mentioned will be the advertising campaigns of the two world well-known fashion houses - Louis Vuitton and Alfred Dunhill. The first part establishes the theoretical fond for the analyses of luxury marketing. For that reason the Czech and the international general publications are being used. A necessary part of the opening is the presentation of the both fashion houses for a better grasp of the historical connotations and of the complex consciousness of their professional background and their promotional motivation. The second part analyses the images chosen with an application of the comparison and the description. The important component of this part is the confrontation of the analyzed images with the historical facts and the cultural realia which allow us to overreach to the analyses of the narration and to the disclosure of the metatextual structures.
|
|
|
Marketingová strategie luxusních značek
Vasak, Constance ; Král, Petr (advisor) ; Machek, Martin (referee)
The title of this thesis is : Marketing strategy of luxury brands. This subject has been chosen in order to highlight the marketing strategies of luxury brands. Luxury marketing in comparison to traditional marketing, known to everyone, is a much more targeted sector for a limited number of people. To perfect this study, this thesis is based on the analysis of the marketing strategies of two large and traditional French luxury brands: Chanel and Louis Vuitton, a know-how recognized throughout the world. The aim of this thesis is to verify the following research questions : In what way do Chanel and Louis Vuitton have similarities, differences in their marketing strategies and how are they put in place ? Why do these brands have these particular strategies and how do they maintain those specific strategies overtime ? In the first chapter, readers will become more familiar with marketing and luxury terms. They will have a better comprehension of different concepts, ideas about luxury and marketing in general. The second chapter will deeply analyse the marketing startegies of Louis Vuitton and Chanel through different criterias such as the positioning, the product, the pricing, the place and the promotion. This thesis will enable readers to have a better understanding and knowledge about the marketing strategies of Chanel and Louis Vuitton.
|
|
|
Semiotic Analysis of Louis Vuitton Advertisement and its Context
Sedlaříková, Pavlína ; Češka, Jakub (advisor) ; Karľa, Michal (referee)
Applying semiotic analysis to advertisements and their context leads to the discovery of associations and symbols, potential increasing the trust the spectator has on the brand. In this thesis, I provide semiotic analysis of selected Louis Vuitton advertisements and their context, where I analyse the advertisement's visual images and narrative line, and infer associations and symbols. The analysis enhances average day factors, full of duties and stress, making them more appealing in the advertisement world.The primary focus for the analysis will be the Spirit of Travel2 advertisement. I will apply semiotic analysis to the elaborate, dream-like, and pleasantly-toned piece of art contained in this advertisement.The philosophical nature throughout the advertisement is connected to the promoted material goods, such as travel cases, and it binds a line of advertisements with an abstract motive defined through "The Journey" (the journey as a life itself). The content of the advertisement is not as it seems at first sight. The narrative level is quazi-philosophical, yet it is strategically presenting a question without an immediate, initial answer. The resulting cognitive dissonance then creates pressure on the spectator. The question is later answered in the advertisement, and a special trust between the...
|
|
|
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.
|
|
|
Strategies of the brands Louis Vuitton and Alfred Dunhill in 2009: A Comparative Study
Maxa, Martin ; Hejlová, Denisa (advisor) ; Halada, Jan (referee)
The goal of this diploma thesis is to penetrate the surface of the haute couture fashion houses marketing communication and to describe the communicated content. In this publication the author wants to reach the symbols and myths which stand behind the luxury marketing. The exemplar for the attempt mentioned will be the advertising campaigns of the two world well-known fashion houses - Louis Vuitton and Alfred Dunhill. The first part establishes the theoretical fond for the analyses of luxury marketing. For that reason the Czech and the international general publications are being used. A necessary part of the opening is the presentation of the both fashion houses for a better grasp of the historical connotations and of the complex consciousness of their professional background and their promotional motivation. The second part analyses the images chosen with an application of the comparison and the description. The important component of this part is the confrontation of the analyzed images with the historical facts and the cultural realia which allow us to overreach to the analyses of the narration and to the disclosure of the metatextual structures.
|
|
|
Marketing communication of the Louis Vuitton brand, the way to icon status
Pašková, Lucie ; Pešek, Ondřej (advisor) ; Kolouchová, Daniela (referee)
The Bachelor thesis "Marketing communication of the Louis Vuitton brand, the way to icon status" discusses the specifics of the Louis Vuitton brand, brand awareness and its iconic Monogram canvas among Czech respondents. The theoretical part defines the concept of brand, luxury and iconism and specifies the marketing mix of luxury brands. The theoretical part is an introduction to the practical part which is devoted to the brand of Louis Vuitton and interprets the questionnaire servey on the topic of luxury and Louis Vuitton, which was carried out among Czech consumers.
|
|
|
Communication activities of Louis Vuitton and Dior in 2014
Luu, Linda ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The main topic of this bachelor thesis is the communication activities of specific luxury brands and it's aim is to describe and analyse the methods they communicate. The thesis describes a method of communication luxury brands. I choose the communication activities of two leading international fashion house -- Luis Vuitton and Dior. In first part I focused on describing modern marketing of luxury brand and their marketing mix. The second part is focused on the history and communication activities of specifics luxury brands. In the final part of the thesis is analysis MML-TGI from school database, and also an analysis of the questionnaire.
|
guest ::
