The Master's Thesis deals with the marketing communication of fashion industry with the focus on two particular global fast fashion brands. The main goal is to identify the specifics of marketing communication strategies of fashion industry, to analyze the approach difference of the two chosen fashion brands H&M and Zara and to define their influence on consumer's body image through qualitative and quantitative research. The thesis is divided into several parts. The first chapter follows up the peculiarities of fashion marketing communication including the use of particular communication instruments and new trends. The second part deals with the pivotal points of marketing communication of H&M and Zara and also analyzes the relations between the fashion industry and the currently much discussed issue of body image. The next section concentrates on the methodology of the research and describes the techniques of data collection and the surveyed group. The last practical part evaluates the results of the primary data obtained by the research with the purpose of defining the impact of fashion brands communication campaigns on the consumer.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136227 |
| Date | January 2012 |
| Creators | Macková, Monika |
| Contributors | Pešek, Ondřej, Krátký, Ondřej |
| 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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