Analýza marketingové komunikace fast fashion značky

Abstract

This bachelor thesis focuses on the analysis of the marketing communication of the fast fashion brand Shein. The theoretical part focuses on the definition of marketing, marketing mix and communication mix. In the second part of the theory, the characteristics of the Shein brand are also included. Here the chapter focuses on the definition of fast fashion, the history of this market, the introduction of Shein and analysis of the macro and micro environment. The chapter also deals with the SWOT analysis of the fast fashion brand. The practical part of this bachelor thesis is focused on the analysis and interpretation of the data from the research conducted, which was created using a questionnaire. Finally, suggestions and recommendations for improving the marketing communication of the brand are presented.