Analýza spotřebitelského chování na trhu fast fashion

Abstract

This bachelors thesis explores the analysis of consumer behavior in the fast fashion market. The thesis is divided into five significant chapters, which provide detailed descriptions of the industry's issues. The analytical framework of this study was based on an online questionnaire survey, with the results processed and presented in the form of graphs. The aim of the thesis was to understand the motivations and preferences of consumers engaged in the fast fashion purchasing process.