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Clothing in Medieval Latin Bohemian Chronicles from the 12th to the 14th Century
Šaldová, Zuzana ; Falátková, Michaela (advisor) ; Martinek, Radek (referee)
The bachelor thesis deals with the analysis and translation of texts dealing with clothing in the Latin Premyslid chronicles in the 12th to 14th centuries, specifically, the Chronicle of Cosmas, the First Continuers of Cosmas, the Chronicles of Vincentius and Jarloch, the Second Continuers of Cosmas and the Zbraslav Chronicle. Medieval clothing evolved from ancient clothing, and gradually, mostly arranged fabrics were used to create sewn and in many cases intricately cut dresses and accessories. This development is partly evidenced by wall paintings, illuminations, and sculptures, from which the colour scheme and partly the pattern can be reconstructed, and from archaeological finds we can learn about the material and its composition. However, to complete the history of fashion, we also need names, preferably original ones, which can be helped by contemporary literature, but also by chronicles. Their authors do not always describe exactly what the garment looked like or what the fabric was made of, although there are of course exceptions, but they do mention, for example, various customs associated with the garment or various clerical transgressions.
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The Intersection of ''Good'' Clothes and Slow Fashion from the Perspective of Students of the Faculty of Humanities of Charles University
Raynal-Peceny, Eleonore Virginia ; Kolářová, Marta (advisor) ; Borisova, Varvara (referee)
The object of my study is to explore the concept of ''good'' clothes according to the consumer. My research aims to find if there is a relationship between slow fashion - an approach to clothing production and consumption, emphasizing quality, durability, and ethical practices to reduce environmental impact - and what consumers think to be ''good'' clothes - that the consumer chooses. I will base my theoretical argumentation on sustainable consumption theory and lifestyle politics. I will conduct qualitative sociological research with in-depth interviews of university students of the Faculty of Humanities of Charles University Prague between 18 and 26 years old. They usually have the financial freedom to buy clothes for themselves and represent an age group whose consumption will have a large impact in the future. I chose students of the Faculty of Humanities because they seem to exhibit a more extensive engagement about social, economic, and environmental problems. The interviews are based on the analysis of consumer preference - factors such as price, sustainability, durability, style, ethical production, and emotional value of the clothes are being explored. The interviews are conducted in the Czech Republic. My expected contribution is to provide insights for policymakers and brands to better...
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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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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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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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