This master thesis "Brand launch of a feminine fashion brand in the Czech Republic" provides a market analysis, which is antecedent to a brand launch. The main goal of this thesis was to answer, whether the particular fashion brand is interesting for Czech female consumers and whether the Czech market is interesting for the brand. The respective brand Friis & Company offers ultra-feminine and latest trends accessories and wants to provide their customers with "a bit of luxury for every day". The... show full abstractThis master thesis "Brand launch of a feminine fashion brand in the Czech Republic" provides a market analysis, which is antecedent to a brand launch. The main goal of this thesis was to answer, whether the particular fashion brand is interesting for Czech female consumers and whether the Czech market is interesting for the brand. The respective brand Friis & Company offers ultra-feminine and latest trends accessories and wants to provide their customers with "a bit of luxury for every day". The target group of the brand are young women in the age of 15 to 35. The master thesis is divided into two main parts -- a theoretical part and a practical part. The theoretical part discusses, among others, the main trends and specifics of the fashion business, specifics of women's purchase decision-making and the relation of women towards fashion. The practical part introduces the brand and provides the following analyses: PEST analysis of the Czech market, analysis of consumer behaviour of young Czech women in relation to fashion accessories, analysis of fashion brands present at the Czech market and a test of the brand's concept on Czech female consumers. A large part of the practical section of the master thesis is based on own survey. |