Digital Transformation of the Vogue CS Fashion Magazine and Proposals for Its Optimization

This bachelor thesis analyzes the digital transformation process of the fashion magazine Vogue CS and presents a strategic proposal for optimizing its digital communication. By evaluating the performance of various communication channels and user brand perception, the thesis aims to identify factors that will strengthen the title's digital authority within the context of declining profitability in print media. The theoretical part defines the framework of digital transformation and branding, while critically reflecting on the tension between the inclusive nature of the digital environment and the inherent exclusivity of the luxury segment. The practical part is based on a combination of several methodological approaches: a comparative analysis of performance metrics between the Czech and an international edition, a quantitative questionnaire survey, and a SWOT analysis. The results reveals significant differences in digital strategies; while Vogue Polska dominates in SEO and news reach, Vogue CS demonstrates high relative efficiency on TikTok, generating higher relative reach despite operating in a smaller market. However, the survey identified a critical misalignment between content production and audience expectations: 73% of respondents perceive the online formats of the Czech edition as less imaginative compared to its foreign counterparts. Furthermore, the thesis highlights the risk of "commercial oversaturation," which undermines the perceived authenticity of the brand. The final section proposes a comprehensive omni-channel strategy focused on enhancing visual storytelling, activating stagnant audiovisual channels, and implementing native content. The proposed strategy aims to transform the magazine from a passive advertising intermediary into a relevant cultural authority that leverages digital reach to actively consolidate brand prestige.