Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.