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The Typology of the Customers in the Fashion Industry
Rajnochová, Radka ; Černá, Jitka (advisor) ; Vávra, Oldřich (referee)
This Master's Thesis is focusing on the typology of consumers in the apparel industry. The thesis is comparing two different typologies. The first one is based on the data of the project Fashion 2012, the second one on the analysis of data MML-TGI. The thesis is also including a detailed description of the segments and evaluation of the positive and negative aspects of these projects, possible recommendations and proposals for new typologies. Next sections are focusing on the theoretical aspects and characteristics of the Czech market. It is fully possible to use the results in practice. Thanks to them, the companies can obtain a comprehensive overview of the current trends and customers of this market.
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Development of menswear in the 20th century through socio-cultural changes
Balko, Michal ; Hucková, Barbara (advisor) ; Sabo, Miroslav (referee)
Bachelor thesis titled Development of menswear in the 20th century through socio-cultural changes is oriented on analysing the changes of menswear during the 20th century and the cultural, social and economical influences on it mainly in Europe but also in the USA. Apart from actual clothing fashion the thesis follows the changes in the field of advertising methods, features of creative culture, that are essential for spreading the fashion itself. To reach these goals foreign language sources are used and also the press from the particular term. Using the information from the press publications the facts written in the theoretical part are either confirmed or disproved.
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Celebrity marketing
Voroňáková, Veronika ; Zamazalová, Marcela (advisor) ; Stříteský, Václav (referee)
The target of Master's Thesis is to identify factors of success in celebrity market in the first decade of the 21st century and to formulate recommendations for the Czech Republic for the next 5 to 10 years. The subject of the thesis is to verify applicability of hypothesis: 1. Eccentricity became a factor of success in entertainment industry from 2006 till 2011., 2. Sexual tolerance increased from 2006 till 2011., 3. There is a clear connection between music and fashion industry.; The main methodical instrument was quasi focus group in form of contributions to internet discussion. To qualitative data evaluation was used contentment analysis. Map of perception showed connection between music and fashion industry. The most important factors of success in entertainment industry were: product, performance, eccentricity, originality, humor, style, talent and natural beauty of interpreter. The results confirmed hypothesis number one and number three. The second hypothesis concerning sexual tolerance was not confirmed. The main recommendation for the Czech Republic is to use more eccentricity.
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Consumer Behavior in Fashion
Dvořáčková, Alena ; Vávra, Oldřich (advisor) ; Koudelka, Jan (referee)
In my thesis I deal with the topic of consumer behavior when buying clothes. The theoretical part describes consumer behavior, factors that influence them and buyer decision process itself. The practical part is focused on marketing survey, which explores consumer customs and their fashion understanding. Questionnaire is used as a method of analysis. The analysis itself and some practical tips for marketing campaigns are a part of final conclusion.
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Potential causes of a failure in the case of small and middle sized enterprise
Pajskrová, Andrea Marie-Anna ; Křížek, Miroslav (advisor) ; Kešner, Martin (referee)
This bachelor thesis examines possible causes of an busi-ness failure in case of a shortly established fashion shop belonging to the category of small and middle sized enterpri-ses. The target of this thesis was to evaluate the development of this business during the last three months and the potential for its failure. As a basis for this evaluation was used the business plan and its comparison with the actual develop-ment after three months of functioning. Besides finding the potential causes for failure, the author's aim included also recommendations for their avoidance in the future. In writing of this thesis the author used, in addition to the paperwork of the business in question, that is, the owner's documentation, also information and facts obtained through her own research.
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Brand launch of a feminine fashion brand in the Czech Republic
Šuchmová, Pavla ; Postler, Milan (advisor)
This master thesis "Brand launch of a feminine fashion brand in the Czech Republic" provides a market analysis, which is antecedent to a brand launch. The main goal of this thesis was to answer, whether the particular fashion brand is interesting for Czech female consumers and whether the Czech market is interesting for the brand. The respective brand Friis & Company offers ultra-feminine and latest trends accessories and wants to provide their customers with "a bit of luxury for every day". The target group of the brand are young women in the age of 15 to 35. The master thesis is divided into two main parts -- a theoretical part and a practical part. The theoretical part discusses, among others, the main trends and specifics of the fashion business, specifics of women's purchase decision-making and the relation of women towards fashion. The practical part introduces the brand and provides the following analyses: PEST analysis of the Czech market, analysis of consumer behaviour of young Czech women in relation to fashion accessories, analysis of fashion brands present at the Czech market and a test of the brand's concept on Czech female consumers. A large part of the practical section of the master thesis is based on own survey.
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