The aim of the thesis was to provide insights into the marketing communication of Gentle Monster and examine its effectiveness with Generation Z. The aim is considered fulfilled with reservations. The theoretical part is at a good level with current sources. I positively evaluate the analytical part — the author conducts primary research through a questionnaire, analyzes in depth, and identifies the "vampire effect" (brand identity overshadowed by celebrity endorsement), showing strong analytical thinking. However, the proposal part is at a lower level than the analytical part. Given the quality of data preparation, I would expect more proposals and greater depth. The proposals could have been illustrated graphically. I negatively evaluate the absence of an overall implementation timeline and total cost calculation. A recommendation on prioritization is missing. For influencer marketing, specific examples should have been included, not just selection criteria. Formally, the thesis contains minor inconsistencies — spacing after chapter titles varies. I recommend the thesis for defense.

Q: What differences in brand awareness do you see between Generation Z and Generation Alpha, and in general, how would Gentle Monster adjust its approach when targeting Generation Alpha?

The presented work deals with the marketing communication of the specific brand Gentle Monster. The author has demonstrated the ability to gain insight into the issue, however, as the text progresses towards practical outputs, the quality of the work encounters generality. I highly appreciate the innovative method of processing and the overall approach to the problem being addressed; the choice of the Hierarchy of Effects model made it possible to logically follow the thought processes and behavior of respondents from the first contact with the brand's marketing activities to the final purchase decision. This conceptual approach gives the analytical part a clear direction and logic, although the interpretation of the results is limited by the size of the research sample that is grossly underestimated, which fundamentally limits the relevance and generality of the obtained data. I highly evaluate the logical division of the theoretical part, which progresses from the general context of the fashion and luxury industry to the specific eyewear segment and modern communication approaches. The text has a clear hierarchy and, in terms of form (with the exception of minor typos), maintains a high academic standard. Unfortunately, this positive impression of the formal side is disturbed by the inconsistent use of various types and color schemes of graphs in the analytical part. Key shortcomings are evident in the fulfillment of the goals and in the design part. The set goal was formally fulfilled. In terms of the practical usability of the results, it is necessary to highlight and appreciate the detailed work with possible risks associated with implementation (e.g. clear tables of risks in influencer marketing, social networks and e-mailing), which is evidence of the author's critical thinking. Unfortunately, the designs themselves seem rather general and define standard procedures instead of a unique, specific strategy for such a visually radical brand. In addition, the work fundamentally lacks any graphic examples, visual prototypes or mock-ups of the proposed campaigns. Topics for thesis defence:

1. Why were respondents from Vietnam and the Czech Republic selected, and how does this specific demographic choice correlate with Gentle Monster’s global brand strategy?