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Sales Promotion and Advertising of Company
Fixová, Veronika ; Havíř, David (referee) ; Mráček, Pavel (advisor)
The bachelor's thesis focuses on the sales promotion and advertising of a particular company, that operates in the field of production, trade and services. The main goal of this work is to design suitable tools for sales promotion and advertising. Based on the implementation of aprtial analyzes, the possibilities of improvement are suggested. The proposed recommendations are suitable for improving sales promotion and advertising, which will lead to an increase in the number of the new customers, satisfied their needs and sales of the analyzed company.
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Silver Lining
Ručka, Svatopluk ; Klouzková, Alice (referee) ; Macháček, Mikuláš (advisor)
Silver Lining is created on the basis of the interdisciplinary research of the two disciplines of design, i.e., fashion and graphic designs. These two branches of design are viewed from the practical point of view, in which the work procedures of both the design branches, their mutual relationship, possible intersections, and real and hypothetical syntheses are examined. The potential of such a synthesis is studied by the visual language of the graphic design and fashion production using contemporary digitalized knitting technology which is applied in the bachelor’s thesis.
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Význam udržitelnosti v oděvním průmyslu
Kavulová, Aneta
The bachelor thesis deals with the importance of sustainability in the clothing in-dustry from the point of view of companies and consumers. The issue of the cloth-ing industry is still a current topic in our society, it is necessary to look for more sustainable principles and procedures, as well as innovations that can help to solve these problems. To fulfil the goal, qualitative research was conducted in the form of semi-structured interviews (n = 8 for companies, n = 13 for consumers), also available secondary data were explored. The obtained data were assessed with use of content analysis and conclusions were drawn. Among the main recommen-dations is that companies devote themselves to educating their customers, as a lack of information has a significant negative impact on consumer behavior.
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Návrh nové marketingové strategie pro odvětví české autorské tvorby
Bocek, Anna
The diploma thesis deals with the topic of Czech authorial creation of fashion and fashion accessories. The goal of the thesis is to propose possible marketing recommendations for Czech creators. The data needed to analyse consumer be-havior and the situation on the Czech authorial creation´s market were collected by using questionnaire surveys. The first – aimed at consumers (n=134), the sec-ond – aimed at creators (n=12). The obtained data were subjected to appropriate statistical tests, which carried out with the help of the statistical software Statisti-ca. Based on the analysis, appropriate recommendations were proposed. This mainly concerned the creator´s activity on social sites, which were found to be the most essential in the promotion of the creator and his products.
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Návrh marketingové komunikace pro vybranou firmu
Zatloukalová, Lucie
Zatloukalová, L. Marketing communication proposal for the selected company. Bachelor’s Thesis. Mendel University in Brno, 2023. The bachelor thesis deals with a proposal for improving marketing communication for a selected company, which is a Trionffale boutique. The boutique would like to keep working on building relationships with its regular customers and reach out to new potential customers or those interested in working with the Czech design industry. Part of the thesis will be to make recommendations on further expansions that the boutique is considering. Suggestions will be recommended based on an analysis of the boutique itself and its current marketing mix and marketing communications, as well as on interviews with customers and information gathered through a questionnaire survey. Data from both surveys will be used to characterize the target segment. Suggestions will be directed to the social networking sites on which the boutique is already active and to other supporting activities. The recommendations will also include a calculation of the expected costs.
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Návrh pultu prodejny oděvů
Slabá, Veronika
This bachelor's thesis focuses on the design of a checkout counter for clothing companies such as Zara, Reserved, H&M, etc. The aim of the design is to create a functional counter that enables fast and convenient processing of customers. The design considers all current functions of checkout counters and their development in the future. Additionally, the counter is ergonomically designed with consideration for the comfort and mobility of staff. The design of the checkout counter is minimalist to maximize its functionality and not distract customers. Overall, it is designed to be simple, efficient, and easy to use for both staff and customers.
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Marketing Communication Development on the Czech Second Hand Fashion Market
Ševčíková, Karolína ; Ježková, Tereza (advisor) ; Konrádová, Marcela (referee)
The aim of this bachelor's thesis is to examine the second-hand fashion market in the Czech Republic from the perspective of marketing communication, which has not yet been used for this topic. In the theoretical part of the thesis, the meaning of secondhand fashion is defined from various perspectives, which were used to compile in-depth interviews with people who are in charge of communication in the Czech second-hand shops. Furthermore, the theoretical part deals with the validity that applies to the marketing of brands and points out the limits of the application of these well-established procedures to the second-hand market. The interviews were evaluated using grounded theory and point out current obstacles and opportunities of marketing communication of second-hand fashion shops in the Czech environment.
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The stratiec approach of luxury fashion brands to counterfeit goods
Kubů, Karolína ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This thesis examines the strategic approach of luxury fashion brands to counterfeits. The democratization of luxury fashion, the acceleration of the fashion calendar, the boom in online shopping, and last but not least the coronavirus pandemic have led to the normalization of the ownership and promotion of counterfeits. The trade in counterfeits poses a long-term risk to the economy and society. The counterfeit business can finance organised crime and its production is harmful to the planet and to workers in the supply chain. The aim of this paper is to find out how brands are dealing with this situation - what tools and strategies they are using to combat counterfeits. The theoretical introduction of the thesis explains the concept of luxury, describes the different forms of counterfeiting from a legal point of view, presents the negative and positive effects of counterfeiting, as well as recommendations on how to combat it. A qualitative method was chosen for the research, which allows to look at the topics in depth and also to explore how the topics are approached. With the help of critical discourse analysis, an answer to the question is sought: What is the current strategic approach of luxury fashion brands towards counterfeit goods? Key themes that are most frequently mentioned by the media...
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Wearing Gender: Men's Take on Fashion
Hrušková, Zita ; Hrešanová, Ema (advisor) ; Benešovská, Barbora (referee)
The presented work deals with the male perspective on fashion and dressing. Clothing works with various means of communication, which are used with greater or lesser awareness of the individual. The main aim of this work is to find out how this communication is formed. In other words, it is a study of what goes into men's thinking and decision-making when it comes to clothing and what role their gender expression plays in this process. The work first presents several theoretical concepts that are inevitably connected with this topic. It is further enriched by qualitative research, which presents the mentioned topics in Czech context through 11 interviews with men of two age categories. Subsequent findings are approached through the lens of the grounded theory method. The key decision-making element turned out to be the everyday experience, which is manifested in the events in which men participate on a given day. An important aspect in men's lives are also external influences, which can come from a personal level, mainly represented by their life partners, or from a community level, exemplified by interests and leisure activities. These two main influential sources are covered by the overall social context, which sets general rules about what is appropriate or expected. In the case of the...
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