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Digital and traditional fashion brand communication on example of DIOR chain
Vašutová, Mariana ; Jirák, Jan (advisor) ; Oukropec, Jindřich (referee)
The bachelor's thesis "Digital and traditional communication of fashion brands on the example of Dior chain" analyzes the communication strategy of this world-successful brand. The work should simply specify the very operation of the brand, but especially their communication activities. The aim is to examine the changes in communication strategies and to describe or rather identify the differences between traditional and digital communications. The intention is also to approach fashion marketing communication as such based on a descriptive analysis of the acquired knowledge. The work is divided into theoretical and analytical part. The theoretical part offers a better view and orientation in the topic, while the analytical part, based on qualitative research in the form of semi-structured interviews, helps to reach more detailed conclusions. The conclusions are derived because of descriptive analysis and synthesis of the obtained information and knowledge. The bachelor's study presents the communication of the Dior brand and is intended to enrich all available works focusing on communication in the fashion industry. Although Dior has a long tradition and history, in today's world of competition and modern technology, it does not appear in communication without a combination of traditional and...
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Marketing of the luxury brand Dior
Sedláková, Pavla ; Procházková, Markéta (advisor) ; Horáková, Iva (referee)
The main topic of this bachelor thesis is the marketing of the luxury fashion brand Dior. The aim is to describe and analyze marketing methods. This thesis describes which tools Dior use to gain customers and how these tools work. The theoretical part of my work is focused on introducing marketing, marketing mix and marketing strategy. I was also devoted to luxury. The methodological part introduces selected methods of bachelor thesis and hypotheses. On of the part of the thesis is an analysis of questionnaire survey on the perception of the Dior brand and the term luxury. The practical part also includes interviews with fashion bloggers and their look at luxury, luxury brands and the Dior brand.
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Communication activities of Louis Vuitton and Dior in 2014
Luu, Linda ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The main topic of this bachelor thesis is the communication activities of specific luxury brands and it's aim is to describe and analyse the methods they communicate. The thesis describes a method of communication luxury brands. I choose the communication activities of two leading international fashion house -- Luis Vuitton and Dior. In first part I focused on describing modern marketing of luxury brand and their marketing mix. The second part is focused on the history and communication activities of specifics luxury brands. In the final part of the thesis is analysis MML-TGI from school database, and also an analysis of the questionnaire.
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