Analýza spotřebitelského chování na trhu fast fashion

Abstract

The aim of the bachelor thesis is to analyse consumer behaviour in the fast fashion market. The theoretical part includes the theoretical background of consumer behaviour and the characteristics of the fast fashion market, including environmental, social and ethical issues related to this industry. The practical part presents the results of the research conducted through a questionnaire survey, with the participation of 214 respondents. The conclusion of the thesis focuses on the creation of profiles of typical consumers in the clothing market, and the formulation of suggestions and recommendations for consumers and companies in the fashion market.