Analýza konkurence bižuterie

Abstract

The subject of this thesis is the analysis of fashion jewellery competition. The thesis is divided into several parts. The macro-environment of the jewellery market is characterized at the beginning of the paper, followed by the term „fashion jewellery“ and its history. The main focus is on Claire’s jewellery and its competitors. The theoretical part consists of competition analysis, consumer behavior, and characteristics of the successful sale. The market research performed by „mystery shopping“ was focused on the comparison of important factors which may significantly influence customers‘ buying decisions. Theoretical findings and market research results helped identify advantages and disadvantages of Claire’s fashion jewellery. These were subsequently used in creating recommendations and suggestions that would help Claire’s jewellery be successful among the fashion jewellery competition.