{"id":162880,"date":"2019-06-13T13:00:50","date_gmt":"2019-06-13T12:00:50","guid":{"rendered":"http:\/\/zakrasnejsivimperk.cz\/?p=162880"},"modified":"2019-06-13T13:06:32","modified_gmt":"2019-06-13T12:06:32","slug":"pruzkum-znackove-obleceni-preferuje-32-procent-dotazanych-cechu-casteji-muzi","status":"publish","type":"post","link":"https:\/\/zakrasnejsivimperk.cz\/?p=162880","title":{"rendered":"PR\u016eZKUM GFK FASHION: 32 procent dot\u00e1zan\u00fdch \u010cech\u016f preferuje zna\u010dkovou m\u00f3du, p\u0159ev\u00e1\u017en\u011b pak mu\u017ei"},"content":{"rendered":"

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Trendovou m\u00f3du nakupuj\u00ed podle o\u010dek\u00e1v\u00e1n\u00ed zejm\u00e9na mlad\u00e9 \u017eeny, pro kter\u00e9 je vzhled od\u011bv\u016f \u010dasto d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e jeho funk\u010dnost a pohodl\u00ed. 32 procent dot\u00e1zan\u00fdch preferuje zna\u010dkov\u00e9 oble\u010den\u00ed, \u010dast\u011bji to jsou mu\u017ei; naopak 45 procent \u010cech\u016f tvrd\u00ed, \u017ee zna\u010dka pro n\u011b nen\u00ed p\u0159\u00edli\u0161 d\u016fle\u017eit\u00e1. 40 procent lid\u00ed si nem\u016f\u017ee dovolit kupovat oble\u010den\u00ed, jak\u00e9 by si p\u0159\u00e1li. Tato zji\u0161t\u011bn\u00ed (a velk\u00e1 \u0159ada dal\u0161\u00edch) vypl\u00fdvaj\u00ed ze studie GfK Fashion.<\/h6>\n

\u010cesk\u00e9 \u017eeny a mu\u017ei se od sebe v mnoh\u00e9m li\u0161\u00ed, pokud jde o n\u00e1kupy oble\u010den\u00ed a obuvi. \u0160atn\u00edk \u017een je podle o\u010dek\u00e1v\u00e1n\u00ed mnohem bohat\u0161\u00ed, zat\u00edmco mu\u017ei se v pr\u016fm\u011bru spokoj\u00ed s men\u0161\u00edm po\u010dtem kus\u016f. To je zcela v souladu s t\u00edm, \u017ee pro \u017eeny (a zejm\u00e9na ty nejmlad\u0161\u00ed, do 25 let) je n\u00e1kup m\u00f3dy \u010dasto z\u00e1bavou, pr\u016fm\u011brn\u00fd mu\u017e nakupuje sp\u00ed\u0161e z nutnosti.<\/p>\n

\u017deny a mlad\u0161\u00ed lid\u00e9 tak\u00e9 v\u00edce nakupuj\u00ed dle trend\u016f a vzhled od\u011bv\u016f je pro n\u011b \u010dasto d\u016fle\u017eit\u011bj\u0161\u00ed ne\u017e funk\u010dnost a pohodl\u00ed. To je i postoj typick\u00fd zejm\u00e9na pro v\u011bt\u0161\u00ed m\u011bsta \u2013 lid\u00e9 v men\u0161\u00edch s\u00eddlech od\u011bvy \u010dast\u011bji vyb\u00edraj\u00ed dle jejich funk\u010dnosti a pohodlnosti; podobn\u00e9 preference maj\u00ed tak\u00e9 rodi\u010de s d\u011btmi a star\u0161\u00ed lid\u00e9).<\/p>\n

\u201eJen asi t\u0159etina dot\u00e1zan\u00fdch (32 procent) preferuje zna\u010dkov\u00e9 oble\u010den\u00ed. Potvrzuje se \u010dast\u00e9 tvrzen\u00ed, \u017ee \u010ce\u0161i zna\u010dky zas tak moc nepro\u017e\u00edvaj\u00ed \u2013 45 procent dot\u00e1zan\u00fdch toti\u017e tvrd\u00ed, \u017ee zna\u010dka oble\u010den\u00ed nen\u00ed p\u0159\u00edli\u0161 nebo v\u016fbec d\u016fle\u017eit\u00e1. Toto tvrzen\u00ed se ale v budoucnu jist\u011b zm\u011bn\u00ed, proto\u017ee pod\u00edl t\u011bchto \u201eodm\u00edta\u010d\u016f\u201c zna\u010dek je nejni\u017e\u0161\u00ed v mlad\u0161\u00edch v\u011bkov\u00fdch skupin\u00e1ch \u2013 zna\u010dkov\u00e9mu oble\u010den\u00ed tedy postupn\u011b dor\u016fstaj\u00ed z\u00e1kazn\u00edci. Z\u00e1jem o zna\u010dkov\u00e9 oble\u010den\u00ed kles\u00e1 s v\u011bkem a naopak stoup\u00e1 s rostouc\u00edm p\u0159\u00edjmem nakupuj\u00edc\u00edch, u mu\u017e\u016f je vy\u0161\u0161\u00ed ne\u017e u \u017een,\u201c \u0159\u00edk\u00e1 Martina Drtinov\u00e1, vedouc\u00ed projektu v GfK.<\/p>\n

Dv\u011b t\u0159etiny t\u011bch, kte\u0159\u00ed zna\u010dkov\u00e9 oble\u010den\u00ed a obut\u00ed preferuj\u00ed, tvrd\u00ed, \u017ee zna\u010dka je pro n\u011b z\u00e1rukou kvality v\u00fdrobku. P\u0159edev\u0161\u00edm image a \u017eivotn\u00ed styl zna\u010dka oble\u010den\u00ed reprezentuje pro 12 procent nakupuj\u00edc\u00edch (hlavn\u011b bezd\u011btn\u00ed, s vy\u0161\u0161\u00edmi p\u0159\u00edjmy).<\/p>\n

Zhruba 40 procent dot\u00e1zan\u00fdch uv\u00e1d\u00ed, \u017ee si zcela \u010di \u010d\u00e1ste\u010dn\u011b nem\u016f\u017ee dovolit kupovat oble\u010den\u00ed, jak\u00e9 by si p\u0159\u00e1li. Jsou to zejm\u00e9na mlad\u00ed lid\u00e9 (kte\u0159\u00ed maj\u00ed na obl\u00e9k\u00e1n\u00ed vy\u0161\u0161\u00ed n\u00e1roky) a nejni\u017e\u0161\u00ed p\u0159\u00edjmov\u00e9 skupiny \u2013 d\u016fvodem k nenakupov\u00e1n\u00ed podle p\u0159edstav jsou toti\u017e v drtiv\u00e9 p\u0159evaze p\u0159\u00edpad\u016f nedostate\u010dn\u00e9 finance spolu s vysok\u00fdmi cenami vysn\u011bn\u00e9ho oble\u010den\u00ed.<\/p>\n

O v\u00fdzkumu<\/strong><\/p>\n

V\u00fdzkum byl proveden metodou online dotazov\u00e1n\u00ed v \u010cesk\u00e9 republice v \u0159\u00edjnu 2018, na vzorku 1250 nakupuj\u00edc\u00edch.<\/p>\n

GfK<\/strong><\/p>\n

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