The aim of this thesis is to define fast fashion as a trend in the contemporary retailing with a deeper focus on the Czech market. It provides an analysis and further comparison of marketing strategies and business activities of five chosen retailers (C&A, H&M, Marks&Spencer, Reserved and ZARA) who are mutual competitors on both, domestic and foreign markets. The empirical part presents information about Czech consumers and their perception of the marketing strategies that particular companies apply in the Czech Republic.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72223 |
| Date | January 2010 |
| Creators | Kukrechtová, Alena |
| Contributors | Zamykalová, Miroslava, Šrůtková, Jana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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