Analýza merchandisingu v prodejnách firmy působící na módním trhu

Abstract

This diploma thesis deals with merchandising analysis of company retail shops on the fashion market. The theoretical part describes retail, merchandising and individual instruments, shopping environment and atmosphere of the retail stores, and characteristics of the clothing market. The practical part deals with methodology of data collection, analysis of merchandising of H & M stores and recommendation that results from the analysis. The aim of the thesis is to evaluate H & M's current level of merchandising and observance of its principles. The partial objective was to find out the link between merchandising and consumer buying behavior. We have identified this relationship using the H & M Conversion Rate report, which includes a conversion analysis and customer evaluation based on a questionnaire survey using iPad.