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Visual merchandising as a tool of in-store marketing communication
Kunc, Martin ; Jesenský, Daniel (advisor) ; Ježková, Tereza (referee)
The thesis covers the topic of visual merchandising, which is one of the in-store marketing communication tools. The aim of the theoretical part is to put this concept in the context of this type of marketing communication and to define it. The history of visual merchandising and its objectives, principles and aspects are described as well. The thesis shows the individual tools of visual merchandising, which are goods arranging, mannequins, lighting, signs and navigation, windows, working with materials and the use of colour, where the typology and use in practice are showed. Also, the distribution mechanism of goods in a store are described by the author. In the practical part an analysis of visual merchandising at two selected stores, Vans and Manufaktura, was made. The author describes it and compares with the concepts that are illustrated in the theoretical chapter. The practical part also includes structured interviews with representatives of the brands of both the analysed stores, where additional information on the visual merchandising of the entire stores were obtained. The main goal of this thesis is to introduce visual merchandising as a tool of in-store marketing communication, to describe its theoretical roots and to explore its influence on customers' behaviour. An additional aim is to...
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The in-store communication of iSmoke.cz
Kopáček, Jakub ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The thesis, "In-store marketing communication of iSmoke.cz", deals with in-store marketing communication, focusing mainly on multisensory communication and its practical use in the iSmoke Store. The first part of the thesis presents a definition of in-store marketing communication, describes basic tools and terminology of this strategy, introduces multisensory communication, and focuses on current trends in in-store communication. The second part of the thesis describes the concept of the iSmoke.cz online store and iSmoke Store focusing on the range of products, since they carry certain specific sales characteristics. The thesis also describes how in-store and multisensory communication are implemented in the iSmoke Store, making use of the theoretical basis laid down in the first part of the thesis. The aim of the thesis is to describe and evaluate the current state of in-store marketing communication and find more ways of incorporating specific tools and senses inside of the stores.
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Communication of luxury jewellery brands with a focus on the brand ALO diamonds
El Bournová, Amal ; Hejlová, Denisa (advisor) ; Jesenský, Daniel (referee)
The bachelor thesis "Communication of luxury jewellery brands with a focus on the brand ALO diamonds" analyses the marketing communication of the brand ALO diamonds and compares it with rival brands on the Czech market, in terms of visual merchandising and visuals used in campaigns. Firstly, the thesis defines diamonds, including the criteria of their grading, their mining and processing, characteristics of the market with a focus on De Beers company and its marketing history. Afterwards, the thesis discusses the specifics of luxury and luxury jewellery market, focusing on the brand ALO diamonds and its competition (Cartier, Chopard, Roberto Coin, Tiffany & Co. and Lia Halada) and their USPs. Then it describes the communication of the brand ALO diamonds and its marketing activities from 2008 to 2013. The paper describes visual merchandising based on mystery shopping - the description focuses on internal and external environment of each boutique of luxury jewellery brands with an emphasis on emotions that are evoked in customers during their visit in the point of sale, and also common features of luxury in the boutiques. On the basis of a comparative analysis, common features and differences used by the brand ALO diamonds in its marketing communication are compared with the above mentioned...
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Marketing fashion brands with a focus on ZARA
Droščáková, Jana ; Tahal, Radek (advisor) ; Mráz, Otakar (referee)
The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.
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Fashion merchandising and its practical application
Bechiňová, Markéta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The thesis is divided into two parts. The firts part deals with theoretical description of fashion merchandising, including specification of visual merchandising, sensoring merchandising and other aspects of shopping environment. The second part is dedicated to description of practical application of those principles in a selected shop of an international fashion retailer.
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Merchandising of a make up segment within the chosen international company
Vyskočilová, Marie ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
This diploma thesis deals with merchandising. Merchandising is a new discipline achieveing a high development potential and being more and more important in the competitive business environment. The teorethical part describes the basic concepts of the merchandising, its definitions, types and possible merchandising strategies. The practical part explains and shows whole merchandising process of the make up merchandising on a real examples from the chosen international company.
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