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Generation Y and Its Perception of Sustainable Fashion within Czech and Austrian Culture
Márová, Barbora ; Koudelková, Petra (advisor) ; Schneiderová, Soňa (referee)
This diploma thesis analyzes millennials' perception of sustainable fashion in two Central European countries - the Czech Republic and Austria. The main goal is to observe how millennials regard sustainable fashion, what factors affect their intention to purchase sustainable fashion, and what kind of role plays cultural differences. The research was conducted via questionnaire, and the data analyzed by numerous statistical methods - t-test, linear regression. Overall, the millennials have a positive relationship toward sustainable fashion. Both groups of millennials differ in their willingness to pay more for sustainable clothing in case of lacking comfort. Furthermore, Czechs and Austrians differ in the score of PDI and IND indexes. These two cultural dimensions do somehow influence millennials' perception of sustainable fashion. Key words: sustainable fashion, millennials, luxury fashion, culture, TPB
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Perception of Balenciaga brand by Generation Z in the Czech Republic
Žurková, Tracy ; Hejlová, Denisa (advisor) ; Konrádová, Marcela (referee)
This bachelor's thesis focuses on the characteristics and marketing of luxury fashion brands, with an emphasis on the Balenciaga brand, and subsequently examines the perception of the brand by Generation Z in the Czech Republic. The work begins with an introduction to the topic and continues with an analysis of the brand as a key element of marketing, the characteristics of luxury brands, which are then put into the context of luxury fashion brands, and describes the marketing communication and public relations of luxury fashion brands. The thesis then describes the origin, history, and significance of the Balenciaga brand, from the time of its foundation to the current era of Demna Gvasalia. The typical clientele, marketing communication, and public relations are described for each period. The practical part of the work follows, describing the reasons for choosing qualitative research to fulfill the goals of the bachelor's thesis, the research methods, objectives, research questions, the set of respondents, and the wording of the questions for in-depth interviews. The analytical part then deals with the analysis of data from the responses of selected Generation Z respondents in the Czech Republic and uses their interpretation to answer the research questions. The work aims to understand the...
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