The Typology of the Customers in the Fashion Industry

This Master's Thesis is focusing on the typology of consumers in the apparel industry. The thesis is comparing two different typologies. The first one is based on the data of the project Fashion 2012, the second one on the analysis of data MML-TGI. The thesis is also including a detailed description of the segments and evaluation of the positive and negative aspects of these projects, possible recommendations and proposals for new typologies. Next sections are focusing on the theoretical aspects and characteristics of the Czech market. It is fully possible to use the results in practice. Thanks to them, the companies can obtain a comprehensive overview of the current trends and customers of this market