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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.
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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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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.
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