Fashion merchandising focusing on Central and Eastern Europe

Laura Porubcová

Bakalářská práce

Anotace:

The bachelor thesis focuses on the issue of merchandising in the fashion industry. The thesis is divided into two significant sections: theoretical and practical part. The first part of this work explains the basic theoretical aspects of the correct use of terms in the fashion industry, marketing communications and marketing mix. An explanation of the basic concepts of marketing and retail theory is followed by a suitable marketing model. The practical part includes interviews with stakeholders and their perception of the issue. For the needs of the practical part of the thesis there are also presented proposals for improving the point of sale and increasing sales. The main output of this work is to introduce the functioning of merchandising in practice.

Abstract:

The bachelor thesis focuses on the issue of merchandising in the fashion industry. The thesis is divided into two significant sections: theoretical and practical part. The first part of this work explains the basic theoretical aspects of the correct use of terms in the fashion industry, marketing communications and marketing mix. An explanation of the basic concepts of marketing and retail theory is followed by a suitable marketing model. The practical part includes interviews with stakeholders and their perception of the issue. For the needs of the practical part of the thesis there are also presented proposals for improving the point of sale and increasing sales. The main output of this work is to introduce the functioning of merchandising in practice.

Klíčová slova

retailer, brand, visual merchandising, marketing, fashion, retail, marketing communication, clothes, clothing, garments, promotion, price, sales, merchandising

Keywords

marketing, merchandising, fashion, retailer, retail, marketing communication, visual merchandising, promotions, price, sales, clothes, clothing, garments, brand

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 20. 12. 2019

Obhajoba závěrečné práce

• Vedoucí: Mgr. Emil Velinov, Ph.D.

ŠKODA AUTO a.s.

ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.

Bakalářský studijní program / obor:
Ekonomika a management / Podniková ekonomika a management obchodu