Komparace on-line marketingové komunikace oděvních značek

Abstract

This bachelor thesis compares the online marketing communication of the fashion brands H&M and ZARA. The theoretical part introduces key concepts of online marketing, its tools and trends, as well as the history and marketing strategies of both brands. The practical part is based on a questionnaire survey with 224 respondents and answers seven research questions. The results show that H&M is perceived as more visible and user-friendly in its e-commerce approach, while ZARA demonstrates a more creative style and higher-quality visual content. Both brands use similar communication formats, yet differ in their strategy and audience impact. The thesis provides useful insights for marketing professionals and future research.