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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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Presumptions of the Formation of the modern Men's Suit (General and unique in the typology and in the formation of men's court, military and ecclesiastical clothes in the light written, iconographical and material sources in Czech countries of early new ages at the court of the Austrian Habsburgs in the frame of the European culture of clothing)
Kutílková, Dagmar ; Koldinská, Marie (advisor) ; Petráň, Josef (referee) ; Nachtmannová, Alena (referee)
v anglickém jazyce The dissertation thesis with title "Presumptions of the formation of the modern men's suit" elaborates the general and unique features in the typology of men's court, military and ecclesiastical clothes. Research, which is based on written, iconographical and material sources, is aimed at environment at the court of the Austrian Habsburgs in early new ages from the end of the 15th century till beginning of the 90s of the 18th century having respect to history of clothing in the in Czech countries in the context with European clothing culture. The conception of the thesis goes out from the approach to men's suit in the history of clothing as to the cultural discipline. The main theoretic-metodological basis is investigsation of the general and the unique features in the concrete types of the men's clothing, which are characterized most of all of the contemporary construction (cut), material (cloth) and colours of the men's clothing and which has got the style-forming importance by means of these general features. The results of the research work amplifies not only the knowledge in the area of the clothing history, but also brings the possibility of practical application of this knowledge to increase of the cultural values of written, iconographical and material memories with time,...
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Comparative study of marketing communication and brands Versace and Zara in 2009-2010
Grundmanová, Lenka ; Obluk, Ondřej (advisor) ; Hejlová, Denisa (referee)
My work is dedicated to problematics of fashion marketing, specifically to marketing communication of Versace and Zara brands in years 2009-2010. Versace and Zara represent companies from two dramatically different areas of garment industry - the first is a brand selling luxurious goods, clothes and accessories of a highest quality and price range, the second is a company typical for mass production and sale and prices which are rather low range. In the first part of work I focus on the brands themselves - their history, development and especially current position on the world and Czech market. Furthermore I describe thoroughly their target groups. The aim of the work was to find out whether different characters of the companies, their economic situation and target groups might have effect on their marketing communication and if so, of what kind. I compared all the communication channels, from classic advertising to corporate culture, always in terms of given area of the industry and also regarding the specifications of each studied brand. The study covers global communication of the brands and monitors the amount of differentiation and possible specifics in communication on the Czech market. Apart from final comparison of communication of brands Versace and Zara I attempted to conclude general...
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