Vznik a rozvoj módní značky s důrazem na udržitelnost a lokální výrobu

Abstract

This thesis focuses on the analysis of the fashion market with a specific emphasis on the slow fashion segment and the development of a business strategy for a new fashion brand. The aim of the thesis is to evaluate the current market situation, identify opportunities and threats, and, based on these findings, create a strategy that enables a successful market entry. The theoretical part deals with the characteristics of the fashion market, the definition of the concept of slow fashion, and the analysis of the competitive environment. The practical part follows with the proposal of a specific business strategy, which includes the marketing mix, production plan, break-even point determination, and risk analysis, with particular emphasis on the communication strategy on social media. Based on the conducted analysis, it was found that interest in sustainable and ethical fashion is growing, especially among customers who prefer quality, transparency in production, and environmental responsibility. The results show that despite increasing competition, there is still room for new brands with an authentic approach and clearly defined identity. The proposed strategy confirms that, with the appropriate configuration of individual elements, it is possible to create a viable business model. The thesis thus provides a practical basis for the implementation of a business venture in the field of slow fashion.