Analýza marketingové komunikace vybrané módní společnosti

This bachelor’s thesis focuses on the analysis of the marketing communication of a Czech fashion brand, with the aim of evaluating the effectiveness of its current communication activities and identifying areas for improvement. The theoretical part outlines the specifics of marketing communication in the fashion industry, the role of digital communication, influencer marketing, and customer relationship building. The practical part of the thesis is based on a combination of quantitative and qualitative research methods and includes an analysis of the brand’s internal data, an evaluation of social media content performance, a quantitative survey conducted among the brand’s customers, and interviews with a specialist in targeted online advertising and the brand’s PR manager. The thesis concludes with recommendations to strengthen the authenticity of communication and enhance the use of both online and offline channels.