Analýza image polských módních značek na českém trhu

Abstract

The Czech market is inherently connected with Poland and Polish products, which have a long tradition in the Czech Republic. An important area in which these two countries cooperate is also fashion. Many Polish companies are currently operating on the Czech fashion market. The aim of the thesis is to find out how Czech customers perceive Polish fashion goods. First of all, whether customers know the Polish brands of clothes and footwear. Then what is their image. In addition, it is necessary to analyze whether Polish products are generally perceived positively or not. This perception can be reflected in the fashion industry where it can affect the purchasing behavior of potential customers. A combination of qualitative and quantitative research methods namely, that is group interviewing questionnaire, was used to collect data. The main finding is that Polish clothing and footwear brands are not and well known among Czech customers. The most famous Polish fashion brands are CCC and Reserved. Moreover, it has come out that Polish products are generally considered low-cost and cheap, and strong preconceptions against them are rooted in the Czech Republic, without any association with the age.