|
|
Approaches to customers and the role of sales staff of selected retail brands of Czechoslovak history and the present
Střecha, Jan ; Halada, Jan (advisor) ; Koudelková, Petra (referee)
My bachelor thesis "Comparison of marketing and the role of sales assistants of retail brands of Czechoslovak history and present" uses two case studies to analyse and then compare the brands Nehera, oděvní služba; Rolný, továrna na oděvy with H&M and company V. J. Rott with IKEA. The first part deals with the theoretical concepts and terms, which are the history of sales itself, customer buying behaviour, retail marketing and fashion marketing. The second part of the thesis presents the history of all the companies studied and the third part of the thesis deals with two case studies, which include analyses of the 4P marketing mixes and selected promotion methods and a subsequent comparison of the analyses performed. The thesis looks for differences and correspondences within the marketing mix, marketing messages and also selected publications. It then concludes with a summary of its findings.
|
|
|
Digital fashion and its marketing through the eyes of Czech brands
Laufer, David ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis brings knowledge about digital fashion and its marketing. It examines the impact of digital technologies on the design, promotion, sale and wearing of clothing and based on research and campaigns by companies abroad it identifies numerous uses to streamline and enrich business processes and consumer experiences. The thesis then examines the views of respondents from Czech brands working with digital fashion - digital fashion studios giz'mo lab and Ofform3D and modeling agency New Aliens offering digital scans of models. They perceive marketing as the strongest segment for digital fashion and talk about their own practice for example at the Prague and Helsinki fashion weeks. According to the respondents, the digital form enables numerous business applications that strengthen production, promotion and sales, but can also just serve purely as an artistic form in the virtual environment or enriching physical clothing. Digital fashion also has the potential to increase sustainability - however, it consumes energy and can be exploited by fast fashion, which makes this area problematic. Most respondent's worries emerge also in the context of NFTs. The divisions of business and art, realism and dream aesthetics, physical and virtual experience were present throughout the interviews....
|
|
|
Fashion marketing focused on the microenterprise – Krispol fashion s.r.o.
Berný, Ondřej ; Pešek, Ondřej (advisor) ; Keferová, Regina (referee)
Bachelors thesis is focused on fashion marketing and its application on company Krispol fashion s.r.o., which engaged in manufacturing of handmade bow-ties. The objective of the bachelors thesis is a survey of how the companys marketing activities are percepted by the current customers and how these customers participate in such activities. The main marketing activities are participation in fashion markets and presenting on companys Facebook page. The thesis consists of a theoretical and a practical part. The theoretical part is focused on determining the basic concepts of fashion marketing, marketing mix in the fashion industry and specifics of marketing of microenterprises. In the practical part the company Krispol is described, along with its marketing mix and other specifics. The last part of the practical part includes an evaluation of the marketing research focused on marketing activities of the company. Subsequently there are submitted proposiotions of possibilities for future improvements.
|
|
|
The impact of Sustainable Fashion on the Marketing Communication of Czech fashion Brands
Havrdová, Karolína ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
The bachelor thesis deals with the principles of sustainable fashion and related marketing techniques, to which fashion brands often resort. This issue is explored by the author in the context of the Czech fashion scene, using in-depth interviews with representatives of Czech fashion brands. The topic is first introduced from a theoretical point of view, where the term "sustainable fashion" is explained to the reader and he gets more familiar with the individual lifecycle phases of a fashion product. Then, the negative aspects of the fashion industry and their solutions using the principles of sustainable fashion are analysed into more depth. This is followed by introducing the reader to the marketing techniques related to the sustainability. The theoretical part serves as a groundwork for own research, in which the author sets the target of mapping the situation regarding the sustainable fashion on the Czech market and compare individual fashion brands with each other. The qualitative form of questioning using in-depth interviews with the representatives of eleven Czech fashion brands was chosen as the research method. The aim of the thesis is to enable the reader a deeper insight into the area of sustainable fashion and to use research to map this issue on the Czech fashion scene.
|
|
|
Analysis of the marketing strategy in pietro fillip, s.r.o.
Albrechtová, Věra ; Zamykalová, Miroslava (advisor) ; Gullová, Soňa (referee)
The aim of this bachelor thesis is to evaluate marketing strategy of pietro fillipi, s.r.o. and target its marketing communications. This thesis also includes a survey and evaluation of its results. The thesis consists of 4 theoretical chapters and 1 practical chapter. The first part focuses on the global market with luxury goods and contains its brief definition. The second chapter is closely focused on the specifics of the fashion market in the Czech republic. The other part introduces pietro fillipi, s.r.o. through its history, logo, name and definition of the target group. Crucial role represents the chapter number 4. In this part of thesis is examined the marketing strategy of the company in detail. This part also briefly focuses on the companys dialogue with its customers through any communication activities. The last chapter deals with the analysis of the survey results.
|
guest ::
