Fashion brands orientation to hedonic and functional needs of consumers in the Czech market

This bachelor’s thesis investigates how fashion brands operating in the Czech market orient their strategies to address hedonic and functional consumer needs. It focuses on understanding the role of emotional satisfaction, self-expression, and style (hedonic needs), as well as practicality, quality, and comfort (functional needs) in shaping consumer decision-making in the Czech fashion market. The thesis also considers the broader context of fashion branding, digitalization, and sustainability trends influencing consumer preferences. The theoretical foundation draws on consumer behavior models, brand identity theory, and fashion market segmentation. To explore consumer orientations and preferences, the thesis employs a quantitative research design based on an online questionnaire survey. The data were collected from a sample of consumers in the Czech market and analyzed using descriptive statistics and comparative brand evaluation. The study includes both international fashion brands (Zara, Mango) and local Czech brands (DLNSK, Biošatník) to assess differences in brand perception across functional and hedonic dimensions. The findings aim to inform strategic branding and marketing practices for fashion companies operating in the Czech Republic.