Mezigenerační srovnání ve vnímání vybraných módních značek

Abstract

The object of the diploma thesis is to analyze the perception of two generations of women with regard to chosen luxury fashion brands.The aim of the thesis is to recommend proposals which are, apart from the analyzed brands, ment mostly for retailers and fashion designers who want to get into the customer's awareness based on perceived luxury. Therefore, the thesis provides recommendations on how to approach potential customers in general, but also according to the age. The qualitative and quantitative methods, meaning the focus group method and the questionnaire survey, are used to obtain the necessary research data. The work is divided into seven parts, the first and last chapter is devoted to the introduction and conclusion. The second chapter introduces theoretical bases concerning the perception of the brand and the consumer itself. The characteristic section describes the fashion market with respect to the three selected brands and elements of the macro environment. The methodology chapter is devoted to the aims and all the information throughout the implemented research. The final data output is intended to evaluate the selected market with respect to the intergenerational comparison of women. Following the data analysis, the mentioned suggestions and recommendations are mentioned.