Assessment of Bachelor Thesis – Academic Consultant
Study programme:International Business Academic year:2020/2021
Bachelor Thesis Topic:The Impact of Digital Marketing on E-commerce Development of Fashion Retailer Groups: The case of Dior, Prada and LVMH
Author’s name:Anna Nefodova
Ac. Consultant’s Name:Ing. Marija Zlatić, Ph.D.
Opponent:doc. Ing. Přemysl Průša, Ph.D.
Criterion Mark
(1–4)
1. Overall objective achievement 1
2. Logical structure 1
3. Using of literature, citations 1
4. Adequacy of methods used 1
5. Depth of analysis 2
6. Self-reliance of author 2
7. Formal requirements: text, graphs, tables 1
8. Language and stylistics 1
Comments and Questions:
The author analyzed current topics in the marketing of fashion brands, digitalization and e-commerce. The focus of the thesis is predominantly on luxury fashion brands which in turn, give the niche view on specifics of luxury communication. The theoretical part is up-to-date and all relevant sources from luxury branding, online marketing and e-commerce are well interconnected. The core of the thesis is the practical part where the author compares the weak and strong aspects of Facebook and Instagram usage of 3 luxury brands; Dior, Prada, and Louis Vuitton. What I find missing is more on e-commerce effectiveness on analyzed brands i.e. how the traffic generated impacted the sale outcome. Even with the lack of a deeper connection between the traffic generated and sales achieved, the thesis findings bring practical and useful results. Thus, I recommend the thesis for the defence with a mark of 1 or 2 based on how discussion and defence go. Q1: In light of COVID-19, how do you see the future digital and e-commerce direction of the analyzed brands? Q2: Which approach of traffic generation is the most effective for each brand? In your view, what can be done better to improve current results and generate more sales? Q3: Given that the focus of your thesis are on luxury brands, how do you see they can stay exclusive and desired when all online tools are promoting quite opposite?
Conclusion: The Bachelor Thesis is recommended for the defence.
Suggested Grade: 1
Date: 04/06/2021 Ing. Marija Zlatić, Ph.D.
Academic Consultant
