Analýza merchandisingu prodejen s konfekcí

Abstract

This bachelor thesis focuses on the analysis of merchandising of fashion stores. The term “retail”, its development, the present trend, and then a wide range of definition of merchandising and its whole issue were defined in the theoretical part. The practical part describes the methodology of work, analysis of the result of research and subsequent proposals and recommendations. The main goal of the thesis was to analyse the application of the principles of PROMOD CZECH s.r.o. based on the observation of retail units. The partial research objectives included the comparison of the level of merchandising in retail companies with womenswear which is identified as a major competitor to Promod.