Potenciál luxusního nákupního centra v Praze

The aim of the diploma thesis is first to find out whether Prague has a potential for a luxury department store. Furthermore, the aim is to determine whether any of the Kotva, Máj or Bílá labuť department stores that operate in the centre of Prague can be transformed into a luxury department store. Thirdly, the aim is to recommend how a luxury department store in Prague should look like, or to justify why its establishment is currently not appropriate. The theoretical part of the thesis contains a literature review for the topics of luxury brand stores, experiential marketing, and trends in the global luxury market. The practical part of the thesis uses the analysis of secondary sources and own research consisting of expert interviews and observations. It evaluates, firstly, the demand and the competition on the Prague luxury retail market, and secondly, the operation of foreign luxury department stores. The conclusion of the practical part includes the main contribution of the thesis, which is a recommendation regarding the establishment of a luxury department store in Prague and the possible transformation of the department stores.