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The Contemporary System of Fashion
Srbová, Kateřina ; Rozbořil, Blahoslav (referee) ; Kubíková, Zuzana (advisor)
The fashion industry is conditioned by building a uniform singularity of an individual through relating to what a look symbolises conceptually and objectively. [Fashion] designers operate with a societal perception of equality, social justice or feminism as if they were products. The challenge for them is not the acceptance and creation of real values, but rather to sell what these values could represent if accepted within the society. Identification with the concept of self-acceptance while watching a catwalk narrative therefore means watching a material representation of a loud affection. This affection is then being accepted by purchasing products that could represent them. The controversy is manifested by the fact how values, which have not yet been embraced by the majority of society, are being represented materially and personally. Designers dress these objects of representation into specific entities and the catwalk represents a speculative model of the future. By a gradual flow of these looks into the mainstream, society does not accept the values but merely wears them. Therefore in the present, every value is seasonal. This bachelor thesis is trying to shed some light on the contemporary system of fashion.
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Business Plan of the Development of Company Business Activities
Sedlák, Martin ; Kunášek, Václav (referee) ; Čižinská, Romana (advisor)
This Diploma work deals with the creation of the new fashion brand with the wiew of development and diversification of business activities of the company RKM brokers s.r.o. The main current activities of the company RKM brokers s.r.o. are real estate business and development. This work includes description of the company, analyse of the fashion industry, marketing analyse of the new brand and financial plan for the first year of existence.
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Percepce udržitelnosti na trhu s módou
Kocfeldová, Kristýna
The thesis deals with the consumer behaviour of Generations Y and Z in the fashion market and the issue of sustainability. The aim of the thesis was to analyse the behaviour of these consumers in the fashion market and to identify their perceptions and attitudes towards sustainable fashion. The analysis of primary and secondary data led to the achievement of the objective. Secondary data served to provide an overview of the current situation on the global and Czech fashion market and to identify the attitude of the subjects towards sustainability in fashion. Primary data was obtained through quantitative research in the form of a questionnaire survey (n=200) and qualitative research in the form of in-depth interviews with six representatives of generations Y and Z. The thesis also includes a cluster analysis through which three consumer segments were identified. Based on the findings, recommendations for fashion market entities were made in order to increase awareness of sustainability issues in fashion and to support the sale of sustainable fashion.
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Protection of intellectual property rights in the fashion industry
Duong, Erik ; Holcová, Irena (advisor) ; Žikovská, Petra (referee)
This thesis focuses on the area of intellectual property law in the fashion industry. The main objective of this thesis is to highlight the pressing issues in the fashion industry, to examine the various forms of intellectual property protection applicable in the fashion industry. Following the analysis, an assessment of the impact of fast fashion on the fashion industry is made. The thesis addresses the complex environment of the fashion industry, which is characterised by fast global supply chains and rapid production cycles. However, these dynamics raise significant challenges and unfavourable practices that lack robust legal safeguards. The main problem is the proliferation of low-cost production driven by fast-fashion brands, leading to overconsumption, environmental degradation and labour exploitation. This lack of effective legal measures increases the burden faced by affected communities and contributes to the growing problem of textile waste. In addition, the practices of fast fashion brands, which often copy the designs of both renowned and lesser-known designers, undermine the competitiveness of indigenous creators in the sector. This interaction fosters an environment that favours fast fashion at the expense of sustainable and ethical fashion. The thesis is divided into eight chapters....
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Analysis of the business strategy and potential challenges of Japanese fast fashion brand Uniqlo's entry into the CEE market
Mao, Haoxuan ; Gregor, Martin (advisor) ; Ramesh, Sangaralingam (referee) ; Paulus, Michal (referee)
Fast fashion is one of the fastest growing segments of the fashion industry. Benefitting from fast production cycles and extensive distribution channels to keep up with dynamic consumer preferences, Uniqlo is one of the world's top three fast-fashion brands, with overseas markets accounting for 48.7% of its total revenue. At a time when the business is currently preparing to enter the Central and Eastern European (Czech Republic) market, this paper analyses Uniqlo's overseas market strategy in three chapters, including its business strategy to enter the Czech market and potential opportunities and challenges. The data and information for this study were obtained from secondary sources such as company annual reports, websites, industry publications, information released by authoritative organisations, and official media interviews. The results of the study found that Uniqlo had adopted different strategies and had made strategic shifts in the Chinese, European, and Southeast Asian markets based on global consolidation and local responses. Furthermore, the results of the data analysed in the regression analysis indicate that strategic investments in human resources and administration have a significant positive impact on revenues. A comparison of Uniqlo's business strategies, alongside those of Zara...
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Mitigating Greenwashing Practices in the Fashion Industry: Assessing the Effectiveness of the New EU Green Claims Directive A Case Study of Primark
Obadia, Lucy ; Fiřtová, Magdalena (advisor) ; Arregui Moreno, Francisco Javier (referee)
Greenwashing, a prevalent phenomenon within the fashion industry, continues to pose significant challenges. Recognising the severity of this problem, the European Union (EU) has emphasised the need to safeguard consumers against misleading practices. This thesis critically analyses the impact of the EU's initiative to regulate greenwashing practices and evaluate the effectiveness of the New Green Claims Directive in the context of the fashion industry. By adopting a consumer perspective, this research explores the Directive's coverage of greenwashing practices and assesses its real-world efficacy. Employing a comprehensive approach, this study examines the implementation of the Directive through a case study of Primark's sustainability claims. Scrutinising the company's practices, it sheds light on the greenwashing tactics that the Directive may have overlooked. Through this examination, the research seeks to contribute to the existing literature by assessing the effectiveness of green claims and the potential impact of the EU Green Claims Directives. The findings of this study underscore the significance of the fashion industry's lack of stable regulations in combatting greenwashing. The analysis reveals the complexities associated with regulating misleading practices and highlights the need for...
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Greenwashing in fashion industry: perspective of GenZ
Kyselová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This bachelor's thesis deals with the subject of greenwashing, its occurrence in the fashion industry and focuses on a specific target group - generation Z. The theoretical part first describes the concept of green marketing, its definition, benefits for companies and society, as well as its criticism. The following chapter focuses on greenwashing, its history, the most common practices and then the strategy for sustainable communication. The final chapter of the theoretical part of the work is devoted to the fashion industry itself, fast fashion and trends. Next, Generation Z, its perception, purchasing and consumption behavior is brought up. In the practical part, based on the theoretical part, the author defines three areas of questioning for use in qualitative research. The interviews are conducted in a semi-structured manner. The analysis of the interviews then tries to answer the research question of the perception of greenwashing by Generation Z.
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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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Ethical consumer behavior of generation Z in the area of sustainable fashion
Ibrová, Barbora ; Rosenfeldová, Jana (advisor) ; Koudelková, Petra (referee)
The bachelor thesis tackles the issue of ethical consumption of Generation Z in the area of sustainable fashion. Specifically, it focuses on the specifics of ethical fashion consumption of sustainably conscious members of Generation Z and their motivations and barriers to purchasing sustainable and ethical fashion alternatives. The theoretical section defines the terms fast fashion and sustainable fashion, and focuses on ethical consumer behaviour and the characteristics of Generation Z as consumers. The practical part includes the analysis and interpretation of individual semi-structured interviews with ethically conscious members of Generation Z, from which the underlying motivations, barriers and specificities of sustainable fashion consumption of young ethically-minded customers are subsequently outlined. The research revealed the attitude-behaviour gap among respondents and a reduced brand sensitivity in the case of consumption. Good feeling and originality were identified as the main motivations for sustainable purchases, with high price and a limited range of cuts and designs emerging as the biggest barriers.
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Contemporary trend of inclusivity demonstrated on magazines Vogue CS and Vogue FR
Skorkovská, Sandra ; Klabíková Rábová, Tereza (advisor) ; Ivanišová, Markéta (referee)
This bachelor thesis deals with the diversity of models in the Czech and French editions of Vogue. It is based on three studies that mention the rise in popularity of plus size, ethnic, queer, disabled and mature models on catwalks, magazine covers and Instagram. It focuses on the representation of three groups of models, specifically models of different skin tones, models of different body types and models aged 50 and above. The aim of this thesis is to determine whether (and to what extent) selected editions of Vogue magazine include selected groups in their content through photographs that promote a product or brand, and how these editions differ from each other. The thesis is divided into a theoretical and a practical part. The theoretical part first deals with defining the concept of diversity and the representation of selected groups in the fashion industry. The following section characterizes magazines, including magazines aimed at women. Afterwards, the history of the Czech and French editions of the examined magazine is presented. The methodological part deals with the content analysis of 24 magazines and their subsequent comparison, with a total of 976 models analysed. In addition to the two research questions, three hypotheses are also established, building on the theoretical part and...
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