The goal of this thesis is to provide the entrepreneurs who decided too enter the Czech market with luxurious goods via franchise with a new source of information, help them to find the right way in the global and Czech market with luxury and help them by running their own franchise shop. The thesis starts with the theory of franchising, continues with the analysis of Czech and global market with luxury goods and at the end it focuses on the operational manual of a brand with luxury items. The analyze of luxury markets is based on the studies of Bain & Co. company which map the luxury market since 2003 and Ipsos Tambor study which provides the information about the Czech luxury market. Franchising is definitely good form of entering new markets with luxury clothing even though there is a shift from wholesale to retail in fashion brands. Last but not least this thesis enables the reader to have a look into the eventual operational manual of a luxury brand with wide range of products.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72110 |
| Date | January 2010 |
| Creators | Kováčiková, Petra |
| Contributors | Turnerová, Lenka, Krajča, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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