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Credit cards accepted.
Růžičková, Bára ; Rullerová, Tereza (referee) ; Kubíková, Zuzana (advisor)
The masters' project is focused on the issue of working conditions in the field of graphic design and its critique. I was searching for ways how to work (economically) sustainable and how not to be dependent only on work for clients. I was developing my own projects to diversify the way I work.
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Credit cards accepted.
Růžičková, Bára ; Rullerová, Tereza (referee) ; Kubíková, Zuzana (advisor)
The masters' project is focused on the issue of working conditions in the field of graphic design and its critique. I was searching for ways how to work (economically) sustainable and how not to be dependent only on work for clients. I was developing my own projects to diversify the way I work.
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Effectiveness of marketing communications of BLAŽEK PRAHA a.s.
Balášová, Michaela ; Nový, Ivan (advisor) ; Khelerová, Vladimíra (referee)
This bachelor thesis (Effectiveness of marketing communications of BLAŽEK PRAHA a.s.) focuses on marketing communication of the company and determining its effectiveness, which was verified by means of questionnaire survey and its evaluation. The thesis is divided into 5 chapters, the theoretical part, the practical part, the conclusion, the used literature and attachments. The theoretical part is divided into 5 main chapters and the practical one into 4 chapters and into several subchapters. In the theoretical part are introduced the basic concepts related to the topic, such as marketing, marketing communication, marketing strategy, public relations and brand. In the practical part is first the company BLAŽEK PRAHA a.s. introduced, its focus, described its marketing communication, and in the end is shown the emplementation of empirical research, by which I found out how customers perceive the brand. The aim of the thesis is to find out how the company BLAŽEK PRAHA a.s. communicate with their customers and how these methods are effective.
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Communication strategy of fashion brand Everlane
Ferreira de Sousa, Natalie ; Koudelková, Petra (advisor) ; Rosenfeldová, Jana (referee)
Bachelor thesis Communication Strategy of Fashion Brand Everlane focuses on communication strategy of American brand Everlane that exists as an e-shop and offers modern minimalistic fashion. Brand is established on ethical, ecological and moral values and it's philosophy is based on 100% transparency. Everlane is considered as a unique company that in short time of it's existence achieved to become a respectable member in fashion industry. The aim of this thesis is to analyse Everlane communication tools used for communication with it's costumers and community. Part of this thesis is a presentation of few Everlane campaigns that were successful. Likewise the short introduction to fashion industry, evolution for last few years and which role plays sustainability, is included. In theoretical part of this thesis author is dealing with e-commerce phenomenon from historical and theoretical perspective. Also the focus is given to the connection between e-commerce, fashion and the tools that are being used.
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Proces of Establishing and Management of Fashion Brand
Švach, Martin ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
The diploma thesis "The Process of Establishing and Building a Fashion Brand" deals with the process of establishing a fashion brand, how to write its business plan and which me- thods and techniques are suitable to use to create a fashion brand. The first part of this thesis covers the issues of establishing small business, then it is explained the structure and utilization of business plan and at the end of the theoretical part is closely described fashion marketing, as well as marketing and strategic analyzes and tools, which are generally used for building brands. In the practical part of this thesis the author, according to the acquired knowledge, handles the business plan of the streetwear brand called yen3k. Author focuses on SWOT strategic analysis, market segmentation and mainly on the marketing mix. Especially the promotion part of the marketing mix is described deeply. In conclusion, organizational plan, risks assessment and financial plan are evaluated. Keywords Fashion brand, brand, yen3k, business plan, fashion marketing, entrepreneurship, branding, streetwear, brand establishing, creation of a brand, brand identity, brand building, fashion, clothing vi
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Marketing strategy of Zara Co.
Striežencová, Jana ; Průša, Přemysl (advisor) ; Malý, Lukáš (referee)
The main goal of this bachelor's thesis is an analysis of the current non-traditional marketing strategy of the clothing company, Zara, one of the most significant global representatives of the "Fast fashion" model. Another goal is to present a set of recommendations for the strategy's improvement based on my own survey results and SWOT analysis. The thesis is divided into two main parts. In the theoretical part the reader will familiarize him/herself with the basic marketing terminology necessary for clearer understanding of the subsequent text, while in the practical part he/she will gain a more detailed overview of the most important concept of the multinational company Inditex - the Zara brand. Attention is focused on the marketing mix of the company, my own survey results and SWOT analysis.
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Marketing fashion brands with a focus on ZARA
Droščáková, Jana ; Tahal, Radek (advisor) ; Mráz, Otakar (referee)
The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.
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Marketing strategy of fashion brand Oysho in case of potential entry to Czech market
Coufalová, Klára ; Chylíková, Hana (advisor) ; Jakešová, Patricia (referee)
The bachelor thesis is dedicated to marketing strategy of spanish fashion brand Oysho. The main goal is analysis of company's current marketing strategy, ist marketing instruments and suggestion of Oysho's possible entry strategy to Czech market. At first chapter are defined theoretical terms related to marketing. Second chapter explores company's history and progress following with analysis of Oysho's marketing strategy. Following chapter studies marketing strategy of Italian rival brand Intimissimi. Based on questionnaire survey and SWOT analysis at final chapter is carried out evaluation and recommendation on Oysho's possible entry strategy to Czech market
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