Analýza marketingové komunikace společnosti na trhu módy

Abstract

In the dynamic fashion industry, it is crucial not only to follow current trends and customer preferences, but also to implement effective marketing communication that reaches target groups before the competition. Therefore, it is essential for fashion chains to constantly evaluate the effectiveness of their marketing activities and optimize the communication mix.

This thesis focuses on the marketing communication of the Swedish chain H&M, which specializes in selling affordable ready-to-wear through rapidly changing collections. The analyzed data will be used to propose recommendations for improving the communication activities of this brand.

The thesis will contain a theoretical and a practical part. The theoretical part defines the concepts of the marketing and communication mix, describes current trends in marketing communication, introduces the H&M company, its vision, goals, sustainability strategy and analyzes the company's internal and external environment.

The practical part will focus on the research of the communication activities of the brand itself. The data collection methods will be described, the research objectives will be defined and the results of the questionnaire survey will be presented. Based on the identification of the strengths and weaknesses of H&M communication, specific recommendations for its improvement and efficiency will be proposed.

The findings can provide feedback to H&M regarding the perception of its marketing communication by customers. The information obtained will help the company to optimize existing communication activities, which are key to maintaining a strong market position in a competitive fashion environment.