Analýza postojů spotřebitelů ke značkám rychlé módy

Abstract

The bachelor thesis focused on the analysis of consumer attitudes towards fast fashion brands on the Czech market. The thesis was divided into a theoretical and a practical part. The theoretical part defined key concepts such as consumer behaviour, consumer attitudes, brand characteristics, and the specifics of fast fashion, including its environmental and social impacts. The practical part analysed the results of quantitative research conducted through an online questionnaire survey. The collected data were processed and evaluated using the IBM SPSS Statistics software. Based on the research findings, recommendations were formulated for both consumers and fast fashion brands.