Inkluze v módním průmyslu a její vnímání v českém prostředí

• Název práce v češtině: Inkluze v módním průmyslu a její vnímání v českém prostředí
• Název v anglickém jazyce: Inclusion in fashion indrustry and its perception in Czech environment
• Klíčová slova: Inkluze, inkluze v módním průmyslu, inkluze v České republice, inkluzivní marketing, rasová diverzita, plus-size móda, modelky nad 50 let, LGTQ+ komunita, handicapovaní jedinci
• Klíčová slova anglicky: Inclusion, inclusion in fashion industry, inclusion in Czech Republic, inclusive marketing, racial diversity, plus-size fashion, models over 50, LGBTQ+ community, disabled people
• Akademický rok vypsání: 2018/2019
• Typ práce: bakalářská práce
• Jazyk práce: čeština
• Ústav: Katedra marketingové komunikace a public relations (23-KMKPR)
• Vedoucí / školitel: Mgr. Ing. Jana Rosenfeldová, Ph.D.
• Řešitel: skrytý - zadáno vedoucím/školitelem
• Datum přihlášení: 17.07.2019
• Datum zadání: 17.07.2019
• Datum a čas obhajoby: 23.09.2020 08:00
• Místo konání obhajoby: Hollar - Smetanovo nábřeží 6,Praha 1, H108, Hollar - místn. č. 108
• Datum odevzdání elektronické podoby: 31.07.2020
• Datum proběhlé obhajoby: 23.09.2020
• Oponenti: Ing. Bc. Petra Koudelková, Ph.D.

Seznam odborné literatury

Tištěné zdroje:

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DIMITRIESKA, Savica, Elizabeta STAMEVSKA a Aleksandra STANKOVSKA. INCLUSIVE MARKETING – REALITY OR MAKE UP. Economics and Management. 2019, 16(2), 112-119. ISSN 2367-7600.
GROSS, Larry P. Up from Invisibility: Lesbians, Gay Men, and the Media in America. New York Columbia University, 2001, s. 233. ISBN 978-0231119535.
CHASIN, Alexandra. Selling Out: The Gay and Lesbian Movement Goes to Market. Palgrave Macmillan, 2001. ISBN 978-0312239268.
HENDL, Jan. Kvalitativní výzkum: základní teorie, metody a aplikace. 2., aktualiz. vyd. Praha: Portál, 2008. ISBN 978-80-7367-485-4.
CHASIN, Alexandra. Interpenetrations: A Cultural Study of the Relationship between the Gay/Lesbian Niche Market and the Gay/Lesbian Political Movement. Cultural Critique. University of Minnesota Press, 2000, (44), 145-168.
JACKSON, Hazel O. a Nicolla ROSS. Fashion advertising: Does age, body type or ethnicity influence consumers' perceptions? Journal of Fashion Marketing and Management: An International Journal. 1997, 1(4), 322-332.
KATES, Steven M. Out of the closet and out on the street! Gay men and their brand relationships. Psychology and Marketing. 2000, 17(6), 493-513.
MCNAMARA, Tom a Irena DESCUBES. Targeted Marketing to the Lesbian, Gay, Bisexual and Transgender (LGBT) Community: A primer. Rennes, 2016. Working paper. The ESC Rennes School of Business.
MIKKONEN, Ilona. Negotiating subcultural authenticity through interpretation of mainstream advertising. International Journal of Advertising. Warc, 2010, 29(2), 303-326. DOI: https://doi.org/10.2501/S0265048710201166.
POUNDERS, Kathrynn a Amanda MABRY-FLYNN. Consumer Response toward Plus-Size Models Featured in the Mainstream Media. The Journal of Consumer Affairs. 2019, 53(4), 1355-1379.
RUH, Debra. Inclusion Branding: Revealing Secrets to Maximize ROI. Ruh Global, 2018, s. 1-3. ISBN 978-1732043206.
RUSSEL, Glenda M. a Janis S. BOHAN. The Gay Generation Gap: Communicating Across the LGBT Generational Divide. The Policy Journal of The Institute for Gay and Lesbian Strategic Studies. 2005, 8(1), 1-8.
SERANO, Julia. Trans Spotting: The Media’s Myopic Vision of Transsexuals. Bitch: Feminist Response to Pop Culture. 2004, (26), 21-30.
SHANKAR, Shalini. Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers. Duke University Press, 2015. ISBN 978-0822358770.
TSAI, Wan-Hsiu Sunny. Assimilating the Queers: Representations of Lesbians, Gay Men, Bisexual, and Transgender People in Mainstream Advertising. Advertising & Society Review. 2010, 11(1), 2-36. DOI: https://doi.org/10.1353/asr.0.0042.
China Luxury Report 2019: How young Chinese consumers are reshaping global luxury. McKinsey & Company, 2019.

Internetové zdroje:
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GWYNN, Simon. The 50+ age group is still a grey area for brands. In: Campaign [online]. 2017 [cit. 2020-04-18]. Dostupné z: https://www.campaignlive.co.uk/article/50+-age-group-grey-area-brands/1429270
HENDRIKSZ, Vivian. Key Numbers: How much money New York Fashion Week makes. In: Fashion United [online]. 2017 [cit. 2020-04-19]. Dostupné z: https://fashionunited.uk/news/business/key-numbers-how-much-money-new-york-fashion-week-makes/2017020823462
HENDRIKSZ, Vivian. Key Numbers: How much money London Fashion Week makes. In: Fashion United [online]. 2016 [cit. 2020-04-19]. Dostupné z: https://fashionunited.uk/news/business/key-figures-how-much-money-london-fashion-week-makes/2016091521784
HENDRIKSZ, Vivian. Key Numbers: How much money Paris Fashion Week makes. In: Fashion United [online]. 2016 [cit. 2020-04-19]. Dostupné z: https://fashionunited.uk/news/business/key-numbers-how-much-money-paris-fashion-week-makes/2016092621912
HENDRIKSZ, Vivian. Key Numbers: How much money Milan Fashion Week makes. In: Fashion United [online]. 2016 [cit. 2020-04-19]. Dostupné z: https://fashionunited.uk/news/business/key-numbers-how-much-money-milan-fashion-week-makes/2016092021839
HOLMES, Ryan. We Now See 5,000 Ads A Day ... And It's Getting Worse. In: LinkedIn [online]. 2019 [cit. 2020-04-19]. Dostupné z: https://www.linkedin.com/pulse/have-we-reached-peak-ad-social-media-ryan-holmes/
IDACAVAGE, Sara. Fashion History Lesson: The Evolution of Runway Shows. In: Fashionista [online]. 2016 [cit. 2020-04-19]. Dostupné z: https://fashionista.com/2016/09/fashion-week-history
JACKSON, Lottie. Is The Fashion Industry Actually, Properly Becoming More Diverse? In: Grazia Daily [online]. 2019 [cit. 2020-04-19]. Dostupné z: https://graziadaily.co.uk/fashion/news/fashion-industry-diversity/
KENT, Sarah. Fashion’s Long Road to Inclusivity. In: Business of Fashion [online]. 2019 [cit. 2020-04-18]. Dostupné z: https://www.businessoffashion.com/articles/intelligence/fashions-long-road-to-inclusivity
MCGUIRE, Caroline. Why does the high street ignore plus-size women? Larger ladies feel so unloved by brands that 9 in 10 have given up on fashion completely, says new survey. In: Daily Mail UK [online]. 2014 [cit. 2020-04-18]. Dostupné z: https://www.dailymail.co.uk/femail/article-2722960/Plus-size-women-abandoned-UK-shops-9-10-ditching-fashion-completely.html
SCHMELZER, Ron. The Fashion Industry Is Getting More Intelligent With AI. In: Forbes [online]. 2019 [cit. 2020-04-18]. Dostupné z: https://www.forbes.com/sites/cognitiveworld/2019/07/16/the-fashion-industry-is-getting-more-intelligent-with-ai/
SIEGEL, Alexandra. 6 Principles of Inclusive Marketing: Introducing our New Equality Trailhead Module. In: Salesforce [online]. 2019 [cit. 2020-04-16]. Dostupné z: https://www.salesforce.com/blog/2019/02/inclusive-marketing-equality-trailhead.html
TAI, Cordela. Report: 2019 Was Not a Good Year for Diversity on Magazine Covers. In: The Fashion Spot [online]. 2019 [cit. 2020-04-19]. Dostupné z: https://www.thefashionspot.com/runway-news/850787-diversity-report-fashion-magazine-covers-2019/
TAI, Cordelia. Fall 2019 Runway Diversity Report: Racial and Age Diversity Step Forward, Size and Gender Inclusivity Step Back. In: The Fashion Spot [online]. 2019 [cit. 2020-04-19]. Dostupné z: https://www.thefashionspot.com/runway-news/828413-diversity-report-fall-2019-runways/
TAI, Cordela. Report: 2019 Was Not a Good Year for Diversity on Magazine Covers. In: The Fashion Spot [online]. 2019 [cit. 2020-04-19]. Dostupné z: https://www.thefashionspot.com/runway-news/850787-diversity-report-fashion-magazine-covers-2019/
TOMLIN, Annie. Before Fashion Can Fix Its Size Inclusivity Problem, We All Need To Understand What’s Causing The Issue. In: Well and Good [online]. 2018 [cit. 2020-04-19]. Dostupné z: https://www.wellandgood.com/good-looks/size-inclusivity-in-fashion/TUNIKOVA, Oksana. How Many Ads Do You Actually See Daily? In: Stop Ad Blog [online]. 2018 [cit. 2020-04-19]. Dostupné z: https://stopad.io/blog/ads-seen-daily
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WATSON, Amy. U.S. Magazine Industry - Statistics & Facts. In: Statista [online]. 2019 [cit. 2020-04-18]. Dostupné z: https://www.statista.com/topics/1265/magazines/
@sinscewinbear. [„IT'S NOT JUST A FASHION SHOW …]. In: Twitter [online]. 20. 9. 19, 7:32 dop. [cit. 2020-04-19]. Dostupné z: https://twitter.com/sinscewinbear/status/1174919179587088384
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Inclusion. In: Cambridge Dictionary [online]. [cit. 2020-04-16]. Dostupné z: https://dictionary.cambridge.org/dictionary/english/inclusion
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Předběžná náplň práce

Práce se zabývá tématem inkluze v módním průmyslu a jejím vnímáním v českém prostředí. Téma je nejdřív teoreticky rozebíráno ve dvou rovinách, těmi jsou inkluze v módním průmyslu a inkluzivní marketing. Teoretická část rozebírá nejen inkluzi jako všeobecné téma, ale soustředí se také na 5 v módním průmyslu často diskriminovaných skupin, a to na lidi různých ras a etnik, lidi nosící nadměrnou velikost, lidi nad 50 let, lidi z LGBTQ+ komunity a handicapované jedince. Tyto skupiny jsou v oblasti inkluze považovány za nejdůležitější. Z pohledu marketingu pak popisuje, jak je možné jednotlivé menšiny zapojit a jaký má jejich zapojení potenciální vliv na firmu a na zákazníka. Inkluzivní marketing je dále vysvětlen také ve spojení s dalšími souvisejícími pojmy, jako je například CSR nebo multikulturní marketing.
Praktická část navazuje na teoretickou a zasazuje dané téma do českého prostředí. Zkoumá a popisuje způsob, jakým čeští spotřebitelé vnímají inkluzi v módním průmyslu. Nejprve probírá názor respondentů na inkluzi obecně a následně po vzoru teoretické části řeší jednotlivé minority zvlášť. Výsledky jsou dále rozděleny podle pohlaví a porovnávány za účelem zjištění, jak se mužský názor na inkluzi liší od ženského. Získaná data jsou nakonec zasazena do kontextu četby a porovnávána s tvrzeními předešlých autorů.

Předběžná náplň práce v anglickém jazyce

This bachelor thesis focuses on the inclusion in the fashion industry and its perception in Czech environment. At first, the topic is theoretically introduced from two points of view, one of them being the inclusion in fashion industry and second one being inclusive marketing. Theoretical part not only describes inclusion as a general topic but also concentrates on 5 in the fashion field often discriminated groups, those being: people of different race and ethnicity, plus-size people, people older than 50 years, people from LGBTQ+ community and disabled people. These groups are considered to be the most important in the area of inclusion. From the marketing point of view the paper describes how to engage each of the minority groups and how their involvement in fashion can affect customers and the company. Inclusive marketing is then explained in context of other related terms such as CSR or multicultural marketing.
The practical part then put the topic of inclusion in fashion industry into the context of Czech environment. It examines and describes the way how Czech consumers perceive inclusion in fashion industry. At first, the opinion of respondents regarding inclusion in fashion industry in general is discussed. Secondly, the opinion regarding each of the 5 groups separately is discussed. Resulting data are then divided into 2 groups, one of female participants and of male participants, and compared in order to discover whether the opinion on the topic differentiates based on the gender of participants. Finally, the discovered data are compared with the findings of other authors.