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International conglomerates of luxury goods and their specifics
Jandová, Denisa ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The main theme of this thesis identifies the specifics of international luxury good conglomerates and their functioning. The aim of this work is to clearly map and describe the conglomerates' functioning, their brand's position, and the positive and the negative effects of their presence. The content of the thesis includes the definition of luxury and luxury goods, and also a brief overview of the worldwide trends and consumer preferences in the luxury segment. The following part contains an analysis of strategic brand management and its influence on the brands, and an analysis of the internal communication activities within the three biggest luxury groups: LVMH, Kering and Richemont. The next part concerns the Czech Republic and the local perception of luxury. The final part is dedicated to the articulation of trends in the luxury market, specifics of groups and its working, and finally, the results of their external communication and existence in the Czech Republic.
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Social Identity Construction of Exclusive Women's Magazines Readers
Horová, Alena ; Hejlová, Denisa (advisor) ; Baslarová, Iva (referee)
This thesis examines how exclusive women's magazines readers approach the category of luxury, their relationship with products announced in these magazines and whether the feeling of luxury, aroused by such magazines, is affiliated with a certain social class. This thesis also focuses on question whether these readers regard physisal atractiveness as a sign of social status. The theoretical part of this thesis describes several concepts which are important in the context of media studies: social constructivism, the process of understanding media effects, the conception of uses and gratification and the role of mass media in the socialization process. This part further elaborates on exclusive women's magazines, conceptions of lifestyle, luxury, fashion and its importance for identity construction. The methodological part introduces the methodology of the analysis and the analysis itself. The sample used for this analysis was composed of ten respondents which were subjected to an in-depth interview. Each interview also included reception analysis. The following chapters describe the results of this analysis.
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Analysis of luxury goods markets. Case study: Superyacht industry.
Březinová, Anna ; Neumann, Pavel (advisor) ; Buryan, Šimon (referee)
Bachelor thesis "Analysis of luxury goods markets. Case study: Superyacht industry" covers the topic of luxury goods as a specific sector of the global economy. The thesis describes economic trends and aims to forecast the future developments on the markets. The thesis is mainly focuses on the superyacht industry which is a very niche market but its global contribution cannot be overlooked. The thesis describes main players in the industry, analyzes recent trends and evaluates the overall contribution to global economy.
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Sale of Luxury Goods
Prosečová, Kristina ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The Bachelor's thesis deals with the luxury goods market. In the first part, the thesis defines luxury goods by income demand elasticity and income consumption curve. Also it charakterizes the development of the world luxury goods market in particular regions in 2007 - 2013 and deals with the expansion of the most valued luxury brands in the world. In the second part, the thesis analyses the sale of luxury goods, on the one hand, by the most expensive shopping streets, it evaluates the level and the development of rents on these streets and also the influence of the selected factors on the localization of luxury shopping streets in the country; on the other hand, by clientele and supply adequacy of luxury goods. At the end the thesis deals with the forgery of luxury goods and its influence on the original luxury goods market.
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Business and Trade Opportunities in China
Kratochvíl, Jan ; Khelerová, Vladimíra (advisor)
This thesis focuses on the matters of luxury goods in the Chinese market. In the theoretical part, there are luxury and attitude to a luxury brand described in detail. The practical part is devoted to the objectives of the thesis and they are following: to find specifics of Chinese consumers of luxury goods, to determine how the Chinese perceive luxury goods how they approach them and primarily why they buy luxury goods. Finally, the thesis seeks to identify differences of the Chinese luxury goods market and based on these findings, it provides recommendations to the Czech luxury companies, which want to succeed with their products in the Chinese market.
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The Impact of the Business Cycle on Beauty Industry
Gregorová, Martina ; Munzi, Tomáš (advisor) ; Czesaný, Slavoj (referee)
This bachelor's thesis analyses a relationship between economic cycle and consumption of products and services of personal care which are used to maintain neat appearance. Firstly, I mention opinions of foreign authors on importance of people's appearance; further, describe GDP theory and theory of demand elasticity. The theoretical part is followed by an analysis of economic cycle in the Czech Republic in a period of 1994 -- 2009. Key producers of beauty products in the Czech market are also described in the next chapter. The analytical part is focused on methodology and beauty industry classification. Finally, I compare consumption of personal care products in a relationship with total consumption, analyze different development of individual product groups and classify those in groups of luxury or neutral goods. Development of GDP, consumption and investments is also described.
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