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Consumers' Motives for Buying Upcycled Clothes
Bourová, Tereza ; Janoušková, Svatava (advisor) ; Švíková, Radka (referee)
The focus of this diploma thesis is on the consumers' motives for purchasing upcycled clothing. Based on the research of available resources, this thesis firstly describes the most expanded model of clothing production, fast fashion, with special focus on the negative environmental impacts it has during different stages of a product life cycle. It later moves on to describe the traditional and more environmentally friendly model, slow fashion, and puts both these concepts (fast fashion and slow fashion) in connection with the hierarchy of waste management and the concept of circular economy. This theoretical base helps to fully understand the concept of upcycled fashion, which is thoroughly described in a separate chapter that also includes various examples of designers who focus on fashion upcycling. The last section of the theoretical part deals with motivation and motives for purchasing clothes. The empirical part of this diploma thesis focuses on how consumers perceive upcycled fashion in order to answer the main research question: What are the consumers' motives for purchasing upcycled clothes? To answer the question, qualitative research was used, specifically semi- structured interviews. The interviews were conducted with a total of twelve shoppers who have had previous personal experience...
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The slow fashion trend and its perceptions by the millennials
Lacková, Karina ; Hejlová, Denisa (advisor) ; Rosenfeldová, Jana (referee)
The main topic of this bachelor thesis is millennials understanding of consumer purchasing behaviour within the fashion industry. So called generation Y is one of the biggest market forces and the emphasis will be put on perception of the concept slow fashion, and secondly on the fast fashion. For this purpose, the theoretical part presents fashion as an important part of the society. Subsequently, description of the current problematic condition of fashion industry is introduced. Furthermore, the concept of slow fashion and emerging of sustainability within the fashion industry is described. The last chapter of the theoretical part regards the Y generation where their shopping habits and fashion industry perceptions were revealed. In the practical part were conducted semi-structured in-depth interviews with respondents from the generation of millennials. These interviews are subsequently analysed, and the acquired data are compared with the theoretical groundwork. The analysis of the interviews suggests that the sustainable aspect of clothing is not one of the primary factors in purchasing decisions for respondents.
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Czech internet influencers'opinion on fast fashion
Koníčková, Veronika ; Rosenfeldová, Jana (advisor) ; Hejlová, Denisa (referee)
This thesis focuses on the relationship between Czech social media influencers and fast fashion (a controversial business strategy used by many fashion industry brands). The aim of the thesis is to describe this relationship and set out the opinions and perceptions of influencers with respect to fast fashion in the context of their social media content and their lives. In-depth interviews and their subsequent analysis were used as the research method in this thesis. The main focus of this thesis is on influencer's knowledge of fast fashion, his ethical perception and his overall social media influence and relationship with his subscribers/followers. The thesis describes influencers' ethical boundaries and internal rules about their social media activity and collaborations with either commercial or non- commercial organizations, especially fashion companies.
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Greenwashing as a trend of fast fashion industry in the Czech market with a focus on H&M and Mango
Baráthová, Veronika ; Koudelková, Petra (advisor) ; Hejlová, Denisa (referee)
This bachelor thesis explains the theory and principles of functions of green marketing and greenwashing. Both of these marketing tactics are currently popular trends. The author has introduced and applied the fundamentals of greenwashing into textile industry and fashion brands. When defining these terms, another topic of sustainability and environmental impact of fashion industry has been researched. The analysis of the issues mentioned above is based on interviews with fashion and lifestyle bloggers, stylists, designers and other respondents, who actively engage with the topic of fashion industry or sustainable fashion. The beginning of the theoretical part contains definition and characteristics of the term Corporate social responsibility (CSR), on which green marketing and eventually its unfair form called greenwashing are based. The greenwashing principles are followed by an explanation of the term fast fashion, it's impact on environment and consumer's buying behaviour. The term of fast fashion is lately expanded by the topic of sustainability in fashion industry and its opposite model referred to a slow fashion. The theoretical chapter has been used as a starting point for the following practical research. The practical part is divided into two sections - descriptive part and research. In...
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Attitudes of Generation Y to Fashion Comsumption: The Zara Case
Feiglová, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
The purpose of this thesis is to investigate Generation Y's attitudes towards fashion consumption through the example of Zara. Generation Y is nowadays a significant segment of customers on the market and as the previous reports and studies shows, they think in a different way than previous generations. That means they also have specific shopping patterns, that are also applied when they shop fashion. Today, given that the market is dominated by fast fashion retailers, fashion is associated with cheap products that are accessible to everyone. The demand for new clothing is constantly increasing, and more clothing is continuously being produced, which leads to even higher consumption. This creates an accelerating cycle that has a negative effect on the environment. Millennials are regularly included in brands' strategic plans, as companies and marketers understand that many consumption trends are determined by this significant customer segment. The research showed that although Millennials know what fast fashion is, their own style is more important to them and they will most likely keep shopping in fast fashion retails.
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Fashion as a Differend
Schambergerová, Lucie ; Fišerová, Michaela (advisor) ; Charvát, Martin (referee)
The work called Fashion as a Differend presents the demands of critics of fashion and shows that they are in decomposition with its definition as defined by J. - F. Lyotard in the context of a postmodern condition. It argues that discourse overriding the demands of fashion critics is asymetrical with discourse within which fashion is defined. It turns out that there is a logical paradox with regard to the essence of fashion, which is transience or rapid change (at least as fast a change in society) and the floating demand for slowing down, stability and other criticisms that are linked to its transformation.
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Uniform
Sádecká, Lucia ; Vacková, Lenka (referee) ; Mazanec, Martin (advisor)
The bachelor project focuses on the phenomenon of the Burda style magazine, which for more than 50 years has been advertising to its readers about pattern making, along with tips and tricks. This allows the readers to fill the wardrobe of current trends that they should be able to make themselves In this project, I chose one specific issue from 07/17 magazine, which I transferred from patterns provided with the material needed according to the template and workflow. I kept the original sewing method using the orientation map provided by the designers (using a silk screen), which forms the design of the whole collection. The aim is, on the one hand, to test the functionality and the practicality of the offered dresses in the magazine, but at the same time emphasis is put on the quality of craftsmanship. According to the popularity of the magazine, this quality still has its visible place in the fashion industry. How? What is this heading towards? Does the social artefact of this confection still make sense in this era?
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No hard feelings
Venturová, Adéla ; Jakalová, Zuzana (referee) ; Klodová, Lenka (advisor)
My work analyzes the issue of inscriptions of fast fashion from the point of view of emptying slogans' content due to the different cultural, living and economic conditions at the place of creation of the t-shirts and its place of wear.
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Trends in Fashion Marketing and their influence to consumer buying decision
Votočková, Pavlína ; Filipová, Alena (advisor)
This master's thesis deals with Trends in Fashion Marketing and their influence to consumer buying decision. The aim of the thesis is to analyse consumer's attitude to fashion marketing and it's current trends: Fast Fashion, online shopping, co-branding and influence of social sites. The thesis is devided into a theoretical and a practical part. The theoretical part deals with consumer behavior, specification of current situation on the fashion market, locating of production and supply chain process in fashion business. In this part trends in fashion marketing: Fast Fashion, online shopping, co-branding and social sites are introduced. The practical part deals with a questionnaire survey. The main aim is interpreted on the basis of the result from the questionnaire survey.
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Sustainable development in multinational companies
Genttnerová, Kateřina ; Plášková, Alena (advisor) ; Hubková, Veronika (referee)
The main objective of this thesis is an evaluation of activities in multinational companies which lead to sustainable development. Furthermore, an analysis which aims to find out if these activities contribute to the 17 Sustainable Development Goals (SDGs) drawn up and approved by all member states of the United Nations in 2015. The theoretical part of the thesis introduces history starting with the industrial revolution and present situation in a globalized world. It explains specifics of apparel industry and sport apparel industry. It also presents individual SDGs, their meaning and the importance of all subjects being involved in their achieving, including private companies. The thesis evaluates how the three biggest multinational companies from sports apparel industry perceive the topic of sustainable development. These are adidas AG, NIKE, Inc. and Puma SE. In the analytical part, it evaluates their current and planned practices contributing to sustainable development, it compares them with the topics of SDGs and proposes measures that would help to successfully achieve them. The analysis shows that these three companies have already been engaging in the topic of sustainability. They take the SDGs into account but do not fully implement them in their business models yet. The company which has the most activities connected to sustainable development is adidas. Most of the activities these companies have are connected to the following goals: Responsible consumption and production, Clean water and sanitation and Partnership for the goals. There are several specific areas in the sports apparel industry that could be greatly improved. They are presented at the end of the thesis.
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