{"id":2707,"date":"2019-09-23T13:19:58","date_gmt":"2019-09-23T11:19:58","guid":{"rendered":"https:\/\/www.zaslat.cz\/blog\/?p=854"},"modified":"2019-09-23T13:19:58","modified_gmt":"2019-09-23T11:19:58","slug":"%f0%9f%93%a6-z-jineho-balicku","status":"publish","type":"post","link":"https:\/\/www.zaslat.cz\/blog\/%f0%9f%93%a6-z-jineho-balicku\/","title":{"rendered":"Z fotografov\u00e1n\u00ed nah\u00fdch holek a\u017e k vybudov\u00e1n\u00ed \u00fasp\u011b\u0161n\u00e9ho lovebrandu, aneb jak podnik\u00e1 Martin Feix?"},"content":{"rendered":"

Paradox Girls Without Clothes – aby fotograf Martin Feix mohl d\u00e1le fotit nah\u00e9 holky, obl\u00e9kl je do sv\u00e9ho vlastn\u00edho oble\u010den\u00ed. Samotn\u00e9 fotografov\u00e1n\u00ed ho toti\u017e neu\u017eivilo, a tak hledal mo\u017enosti, jak propojit svou z\u00e1libu s podnik\u00e1n\u00edm. Povedlo se mu to s tematicky pojmenovanou zna\u010dkou streetov\u00e9ho oble\u010den\u00ed Girls Without Clothes.<\/strong><\/p>\n

Va\u0161e zna\u010dka oble\u010den\u00ed Girls Without Clothes pomalu dob\u00fdv\u00e1 srdce mnoha \u010desk\u00fdch holek i kluk\u016f, tri\u010dka s Va\u0161\u00edm brandem potk\u00e1v\u00e1me \u010d\u00edm d\u00e1l \u010dast\u011bji v ulic\u00edch. Kam a\u017e se chcete dostat? Co je Va\u0161im c\u00edlem?<\/h5>\n

V\u011b\u010dn\u00e1 ot\u00e1zka. Nerad bych sklouzl do skupiny podnikatel\u016f, kte\u0159\u00ed up\u0159ednost\u0148uj\u00ed zisk p\u0159ed vlastn\u00edm \u017eivotem a voln\u00fdm \u010dasem. Z\u00e1rove\u0148 bych byl r\u00e1d, kdyby se n\u00e1m poda\u0159ilo prosadit na evropsk\u00e9m trhu. Bohu\u017eel, ten \u010desk\u00fd nen\u00ed nafukovac\u00ed a d\u0159\u00edv nebo pozd\u011bji mo\u017en\u00e1 p\u0159ijde zlom, kdy u\u017e tu prost\u011b budeme p\u0159\u00edli\u0161 dlouho, okouk\u00e1me se a p\u0159ebije n\u00e1s n\u011bkdo novej. Na tuzemsk\u00e9m trhu n\u00e1s poh\u0159b\u00ed vlastn\u00ed \u00fasp\u011bch. Proto se zkus\u00edme prosadit znovu a jinde. Jen zat\u00edm nev\u00edme kdy, kde ani jak. \u00dasp\u011b\u0161n\u00e1 expanze je n\u00e1ro\u010dn\u00fd proces.<\/p>\n

Na \u010desk\u00e9m trhu s oble\u010den\u00edm se pohybujete u\u017e p\u00e1r let. Co bylo nejv\u011bt\u0161\u00ed v\u00fdzvou, kter\u00e9 jste za tu dobu musel \u010delit?<\/h5>\n

Nejv\u011bt\u0161\u00ed v\u00fdzvou v\u017edy byla a je vlastn\u00ed v\u00fdroba. Konstrukce nov\u00fdch st\u0159ih\u016f. Nov\u00e9 materi\u00e1ly. Spr\u00e1vn\u00e9 \u0161k\u00e1lov\u00e1n\u00ed velikost\u00ed apod. V diskuz\u00edch na internetu by to u\u0161il levn\u011bji a kvalitn\u011bji skoro ka\u017ed\u00fd, jen p\u00e1r lid\u00ed v \u010cesku tomu ale \u010del\u00ed doopravdy. P\u0159echod z kvalitn\u00ed asijsk\u00e9 v\u00fdroby (pr\u00e9miov\u00e1 fair trade, earth positive trika) na tuzemskou, byl \u010dist\u011b srde\u010dn\u00ed z\u00e1le\u017eitost. Trika z Asie byla o polovinu levn\u011bj\u0161\u00ed, velmi kvalitn\u00ed a tolik, kolik jste jich objednali v mailu, v\u00e1m do t\u00fddne p\u0159i\u0161lo. V\u00fdroba v \u010cech\u00e1ch je 2x dra\u017e\u0161\u00ed a 50x slo\u017eit\u011bj\u0161\u00ed.<\/p>\n

Poda\u0159ilo se V\u00e1m vybudovat takto siln\u00fd brand i d\u00edky soci\u00e1ln\u00edm s\u00edt\u00edm, ve kter\u00fdch jste jako ryba ve vod\u011b. Jak sou\u010dasn\u00fd trend soci\u00e1ln\u00edch s\u00edt\u00ed vn\u00edm\u00e1te obecn\u011b a kam a\u017e si mysl\u00edte, \u017ee se bude vyv\u00edjet?<\/h5>\n

Vizu\u00e1ln\u00ed obsah, kter\u00fd tam v\u0161ichni denn\u011b konzumujeme, m\u011b sice fascinuje, ale negativn\u00ed dopady soci\u00e1ln\u00edch s\u00edt\u00ed na re\u00e1ln\u00fd \u017eivot jsou obrovsk\u00e9. Slab\u0161\u00ed povahy mohou m\u00edt vlivem soc. s\u00edt\u00ed v\u00fdrazn\u00e9 psychick\u00e9 probl\u00e9my. Nekone\u010dn\u00e9 srovn\u00e1v\u00e1n\u00ed sv\u00e9ho re\u00e1ln\u00e9ho \u017eivota s idealizovan\u00fdm \u017eivotem druh\u00fdch je velk\u00fd probl\u00e9m. D\u0159\u00edv \u010dlov\u011bk srovn\u00e1val sv\u016fj \u017eivot se sousedovic Jardou, dneska ho srovn\u00e1v\u00e1 s idealizovan\u00fdm \u017eivotem Jay Alvareze pravd\u011bpodobn\u011b tenhle boj du\u0161evn\u011b prohr\u00e1v\u00e1.<\/p>\n

Do\u010detl jsem se, \u017ee placenou reklamu na soci\u00e1ln\u00edch s\u00edt\u00edch vyu\u017e\u00edv\u00e1te a\u017e posledn\u00edch p\u00e1r let. Fotografie Va\u0161ich produkt\u016f jsou ale velmi \u010dasto eroticky lad\u011bn\u00e9. Jak \u0159e\u0161\u00edte cenzuru reklam?<\/h5>\n

Co projde, to projde. Organick\u00e9 p\u0159\u00edsp\u011bvky \u2013 bez placen\u00e9 \u2013 reklamy maj\u00ed m\u00edrn\u011bj\u0161\u00ed pravidla. Tam fotka v pr\u00e1dle, pokud nejsou vid\u011bt bradavky, nen\u00ed probl\u00e9m. U placen\u00e9 reklamy u\u017e to ale probl\u00e9m je a s pozn\u00e1mkou \u201ep\u0159\u00edsp\u011bvek obsahuje p\u0159\u00edli\u0161 mnoho nah\u00e9 k\u016f\u017ee\u201c v\u00e1m je reklama zak\u00e1z\u00e1na.<\/p>\n

Ned\u00e1vno n\u00e1m na t\u0159i dny smazali \u00fa\u010det na Instagramu (37k fans). Kdyby se n\u00e1m ho nepovedlo z\u00edskat zp\u011bt, mohlo to m\u00edt obrovsk\u00fd dopad na chod cel\u00e9 firmy.<\/p>\n

Ve sv\u00e9 kolekci vyzn\u00e1v\u00e1te heslo “\u017dijeme ve m\u011bstech, v srdc\u00edch m\u00e1me hory a oce\u00e1n”. Sna\u017e\u00edte se hory a oce\u00e1ny n\u011bjak\u00fdm zp\u016fsobem chr\u00e1nit, t\u0159eba pr\u00e1v\u011b ve Va\u0161em podnik\u00e1n\u00ed?<\/h5>\n

Je to jeden z na\u0161ich c\u00edl\u016f. Posledn\u00ed m\u011bs\u00edce se na\u0161i z\u00e1kazn\u00edci cukaj\u00ed, kdy\u017e jim v obchod\u011b zbo\u017e\u00ed bal\u00edme do igelitov\u00e9 ta\u0161ky, cht\u011bli by pap\u00edrovou. Kdy\u017e do probl\u00e9mu za\u010dnete ale v\u00edce \u0161\u0165ourat, zjist\u00edte, \u017ee pap\u00edrov\u00e1 ta\u0161ka p\u0159i jednor\u00e1zov\u00e9m pou\u017eit\u00ed ve v\u00fdsledku ekologi\u010dt\u011bj\u0161\u00ed v\u016fbec nen\u00ed \u2013 m\u00e1 n\u00e1ro\u010dn\u011bj\u0161\u00ed v\u00fdrobu. Co je tedy nejekologi\u010dt\u011bj\u0161\u00ed varianta? P\u0159in\u00e9st si jakoukoliv vlastn\u00ed. Obchodn\u00edm \u0159et\u011bzc\u016fm o p\u0159\u00edrodu v\u011bt\u0161inou moc nejde. D\u011blaj\u00ed to kv\u016fli marketingu. Cht\u011bj\u00ed se l\u00edbit.<\/p>\n

V Praze jste otev\u0159el kamennou pobo\u010dku, pl\u00e1nujete otev\u00edrat dal\u0161\u00ed?<\/h5>\n

Uva\u017eujeme o Brn\u011b, ale asi to nen\u00ed \u00fapln\u011b aktu\u00e1ln\u00ed. Je to finan\u010dn\u011b dost n\u00e1ro\u010dn\u00e9 a z dlouhodob\u00e9ho hlediska velmi riskantn\u00ed. Jednu kamennou pobo\u010dku jsme cht\u011bli. M\u00edt \u201ez\u00e1kladnu\u201c n\u00e1m p\u0159ijde super a nelitujeme toho. Z ekonomick\u00e9ho hlediska to v\u0161ak nepat\u0159\u00ed k zcela moudr\u00fdm investic\u00edm.<\/p>\n

Prodejna m\u00e1 sp\u00ed\u0161e brandov\u00fd charakter. M\u016f\u017eete ale \u0159\u00edct procento n\u00e1kup\u016f prodejna vs. online? A jac\u00ed z\u00e1kazn\u00edci prodejnu nav\u0161t\u011bvuj\u00ed – takov\u00ed, kte\u0159\u00ed V\u00e1s znaj\u00ed z onlinu a cht\u011bj\u00ed si zbo\u017e\u00ed vyzkou\u0161et, nebo i n\u00e1hodn\u00ed kolemjdouc\u00ed, kter\u00e9 zaujmete v\u00fdlohou?<\/h5>\n

Jsme sice 100m od N\u00e1rodn\u00edho Divadla a 500m od Karlova mostu, ale d\u00edky um\u00edst\u011bn\u00ed v bo\u010dn\u00ed ulici tam n\u00e1hodn\u00ed kolemjdouc\u00ed t\u00e9m\u011b\u0159 nevkro\u010d\u00ed. Pobo\u010dka se pod\u00edl\u00ed asi na 1\/3 obratu (pokladna\/osobn\u00ed odb\u011br) \u2013 co\u017e mi p\u0159ijde dost. Naprost\u00e1 v\u011bt\u0161ina z\u00e1kazn\u00edk\u016f tam v\u0161ak jde c\u00edlen\u011b d\u00edky internetov\u00e9 reklam\u011b.<\/p>\n

Jak pe\u010dujete o z\u00e1kazn\u00edka (komunikace, reklamace, vr\u00e1cen\u00ed zbo\u017e\u00ed)? \u0158e\u0161\u00edte i “wow efekt”, kter\u00fd v z\u00e1kazn\u00edkovi vyvol\u00e1te, kdy\u017e obdr\u017e\u00ed bal\u00ed\u010dek od GWC? V \u010dem si mysl\u00edte, \u017ee spo\u010d\u00edv\u00e1 va\u0161e hlavn\u00ed konkuren\u010dn\u00ed v\u00fdhoda?<\/h5>\n

Sna\u017e\u00edme se o lidsk\u00fd p\u0159\u00edstup v obou sm\u011brech. Kdy\u017e jste supr z\u00e1kazn\u00edk, m\u011bl byste m\u00edt supr zku\u0161enost s na\u0161\u00edm z\u00e1kaznick\u00fdm servisem.<\/p>\n

Jeden z na\u0161ich claim\u016f, na kter\u00e9m budeme marketingov\u011b v\u00edce stav\u011bt, je \u201ereklamace nen\u00ed h\u0159\u00edch\u201c. Bohu\u017eel v\u011bt\u0161ina \u010desk\u00fdch obchod\u016f za posledn\u00ed des\u00edtky let v lidech vyvolala pocit, \u017ee to h\u0159\u00edch je. Po p\u0159ijmut\u00ed reklamace nechaj\u00ed zbo\u017e\u00ed 30 dn\u00ed le\u017eet pod pultem a pak jim zavolaj\u00ed, \u017ee byla reklamace zam\u00edtnuta \u2013 99 % z\u00e1kazn\u00edk\u016f u\u017e to d\u00e1l \u0159e\u0161it p\u0159ece nebude.<\/p>\n

My se k reklamac\u00edm stav\u00edme jinak \u2013 je to pro n\u00e1s d\u016fle\u017eit\u00e1 zp\u011btn\u00e1 vazba. Nejsme schopni dokonale otestovat ka\u017ed\u00fd kus oble\u010den\u00ed a n\u011bkter\u00e9 v\u00fdrobn\u00ed \/ materi\u00e1lov\u00e9 vady se uk\u00e1\u017e\u00ed a\u017e \u010dasem, pokud se tak stane, reklamace je zp\u016fsob, jak\u00fdm se o t\u011bchto vad\u00e1ch dozv\u00edme a m\u016f\u017eeme zapracovat na jejich odstran\u011bn\u00ed. Ned\u00e1vno n\u00e1m v koment\u00e1\u0159\u00edch na Instagramu n\u011bkdo napadal kvalitu oble\u010den\u00ed \u2013 kdy\u017e se pak zept\u00e1te, jestli zbo\u017e\u00ed reklamoval, v\u011bt\u0161inou zjist\u00edte, \u017ee ne.
\nTakov\u00fd \u010dlov\u011bk za\u010dne o zna\u010dce \u0161\u00ed\u0159it negativn\u00ed recenze a ani n\u00e1m nedal mo\u017enost v\u011bc napravit. Vr\u00e1cen\u00ed pen\u011bz nebo v\u00fdm\u011bna produktu a uchov\u00e1n\u00ed spokojen\u00e9ho z\u00e1kazn\u00edka je pro n\u00e1s z dlouhodob\u00e9ho hlediska v\u017edy lep\u0161\u00ed variantou.<\/p>\n

M\u016f\u017eete definovat p\u00e1r bod\u016f, kter\u00fdmi jste z GWC vybudoval lovebrand?<\/h5>\n

Atraktivn\u00ed vizu\u00e1ln\u00ed obsah. Osobn\u00ed p\u0159\u00edstup. Lok\u00e1ln\u00ed tvorba. Lidskost.<\/p>\n

V textiln\u00edm pr\u016fmyslu mus\u00ed b\u00fdt v\u00e1no\u010dn\u00ed sez\u00f3na obrovsky c\u00edtit. Jak se na ni p\u0159ipravujete? Kolika % n\u00e1r\u016fst objedn\u00e1vek v t\u00e9to sez\u00f3n\u011b o\u010dek\u00e1v\u00e1te?<\/h5>\n

Jedn\u00e1 se p\u0159ibli\u017en\u011b o dvojn\u00e1sobek letn\u00edch m\u011bs\u00edc\u016f. Nep\u0159ipravujeme se nijak zvl\u00e1\u0161\u0165, pos\u00edl\u00edme akor\u00e1t po\u010det lid\u00ed na expedici a v obchod\u011b. Skladov\u00fdch z\u00e1sob m\u00e1me dost.<\/p>\n

O V\u00e1s je ve\u0159ejn\u011b zn\u00e1m\u00e9, \u017ee r\u00e1d a \u010dasto cestujete. Jak to zvl\u00e1d\u00e1te s \u0159\u00edzen\u00edm GWC?<\/h5>\n

S \u0159\u00edzen\u00edm GWC to nen\u00ed probl\u00e9m. S 6 m\u011bs\u00ed\u010dn\u00edm \u0161t\u011bn\u011btem u\u017e ale ano.<\/p>\n

V\u0161imli jsme si tak\u00e9 Va\u0161eho druh\u00e9ho brandu Gas and Oil. M\u016f\u017eete n\u00e1m ho p\u0159ibl\u00ed\u017eit? \u010c\u00edm se od GWC li\u0161\u00ed, na koho c\u00edl\u00ed a jak pl\u00e1nujete V\u00e1\u0161 \u010das, energii i finance mezi tyto dva brandy rozd\u011blit?<\/h5>\n

Brand Gas and Oil nen\u00ed ani tak m\u016fj, jako sp\u00ed\u0161e kamar\u00e1da Mat\u011bje Sysla, kter\u00fd se mu v\u011bnuje ji\u017e n\u011bkolik let. Mat\u011bj d\u011bl\u00e1 p\u0159estavby motorek z 80. let a j\u00e1 se k n\u011bmu letos p\u0159idal a rozj\u00ed\u017ed\u00edme spolu e-shop Gas & Oil Apparel, postavn\u00fd na Mat\u011bjov\u00e9m skv\u011bl\u00e9m p\u0159\u00edb\u011bhu. To, co jsem pro GWC j\u00e1, je Mat\u011bj pro Gas& Oil. Z\u00e1rove\u0148 v\u0161ak tento nov\u00fd brand vyu\u017e\u00edv\u00e1 ve\u0161ker\u00fdch kontakt\u016f, v\u00fdrobc\u016f a dodavatel\u016f jako GWC.<\/p>\n

Se Zaslat.cz zas\u00edl\u00e1te bal\u00edky od roku 2016 a \u0159ad\u00edte se tak mezi na\u0161e nejstar\u0161\u00ed firemn\u00ed z\u00e1kazn\u00edky. (moc d\u011bkujeme za p\u0159\u00edze\u0148!). M\u016f\u017eete na\u0161im \u010dten\u00e1\u0159\u016fm p\u0159ibl\u00ed\u017eit, jak spolupr\u00e1ce prob\u00edh\u00e1 a jak\u00fd hlavn\u00ed benefit v n\u00ed shled\u00e1v\u00e1te?<\/h5>\n

Bezprobl\u00e9mov\u00fd z\u00e1kaznick\u00fd p\u0159\u00edstup, p\u0159\u00edjemn\u00e9 internetov\u00e9 rozhran\u00ed pro zad\u00e1v\u00e1n\u00ed bal\u00edk\u016f, nem\u00e1me d\u016fvod hledat jinde.<\/p>\n

 <\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Paradox Girls Without Clothes – aby fotograf Martin Feix mohl d\u00e1le fotit nah\u00e9 holky, obl\u00e9kl je do sv\u00e9ho vlastn\u00edho oble\u010den\u00ed. Samotn\u00e9 fotografov\u00e1n\u00ed ho toti\u017e neu\u017eivilo, a tak hledal mo\u017enosti, jak propojit svou z\u00e1libu s podnik\u00e1n\u00edm. Povedlo se mu to s tematicky pojmenovanou zna\u010dkou streetov\u00e9ho oble\u010den\u00ed Girls Without Clothes.<\/p>\n","protected":false},"author":2,"featured_media":877,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-global-header-display":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":""},"categories":[8],"tags":[],"yoast_head":"\n- Zaslat.cz bloguje<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.zaslat.cz\/blog\/\ud83d\udce6-z-jineho-balicku\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"- Zaslat.cz bloguje\" \/>\n<meta property=\"og:description\" content=\"Paradox Girls Without Clothes – aby fotograf Martin Feix mohl d\u00e1le fotit nah\u00e9 holky, obl\u00e9kl je do sv\u00e9ho vlastn\u00edho oble\u010den\u00ed. Samotn\u00e9 fotografov\u00e1n\u00ed ho toti\u017e neu\u017eivilo, a tak hledal mo\u017enosti, jak propojit svou z\u00e1libu s podnik\u00e1n\u00edm. 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