Innovation of the brand Braasi Industry

The aim of this diploma thesis is to propose an innovation strategy for the Czech backpack brand Braasi Industry. Their sales are stagnating and they feel pressure from their competitors that rely on cheaper Asian mass production. The methodology combines qualitative interviews with the brand's founders and quantitative research (CAWI) targeting both the brand's current customers and the general public. The results revealed that the main purchase barrier for the general public is that they percieve Braasi Industry products as too expensive because they don’t understand the value of local production. The research also demonstrated a significant lack of interest among Czech consumers in digital innovations (especially AI). Czech consumers are much more in favor of functional product innovations (e.g., modularity). Therefore, the proposed Innovation strategy does not aim to technologically revolutionize the brand. The recommendations primarily focus on expanding the brand's product portfolio to include more modular accessories, actively building a community of existing customers and educating Czech consumers about the value of local production.