Prognóza socioekonomických vlivů na evropský módní průmysl se zaměřením na rychlou módu

Abstract

This diploma thesis addresses the forecast of the future development of fast fashion within the European fashion industry. The aim of the thesis is to identify the key factors influencing this segment and, based on them, to develop an approximately five-year forecast. The theoretical part presents selected forecasting methods, particularly the PESTLE analysis and the scenario method, which serve as tools for the systematic assessment of the external environment and for working with uncertainty. The practical part focuses on the application of these methods to the European fast fashion market, resulting in the development of three possible future scenarios: an optimistic scenario, a pessimistic scenario, and a most likely scenario. The concluding part discusses the obtained results and evaluates their potential impacts on the future functioning and adaptation of fast fashion in the European context, with consideration given to the specific conditions of the Czech Republic.