Event marketing v oblasti módy se zaměřením na český internetový obchod Footshop

Handzová, Hana

The aim of this bachelor thesis called "Event marketing in the fashion field with a focus on the Czech online store Footshop" provides an analysis of marketing communication of a selected company, based on the theoretical foundations of fashion marketing and event marketing. The aim of this work is to map event marketing activities of Footshop and provide comparison with competitors. The first part of the thesis is focused on the definition of necessary terms from the fields of event marketing, fashion and online shops. The following section is focused on describing the company, its history, defining the target group and introducing products sold in Footshop. In the next part, I provide an analysis of the communication tools that Footshop uses, while a separate chapter is devoted to event marketing. For a thorough review of Footshop's position on the market, I have processed a SWOT analysis, SLEPTE analysis, and Porter's Five Forces analysis, which bring a close look on the position of the company on the market, reveal its competitive advantages, and provide insight into options for improvements. The analyses are followed by comparison of Footshop with selected competitors from the segment of streetwear fashion and sneakers. At the end, the thesis provides recommendations for improvement and an...

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