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Fast fashion v podmínkách trvale udržitelného rozvoje
Ježková, Markéta
Ježková, M. Fast fashion in conditions of sustainable development. Diploma thesis. Brno: Mendel University, 2020. Diploma thesis focuses on companies which do business in fast fashion while they focus on sustainable development. The theoretical part of thesis describes fast fashion, sustainable development and corporate social responsibility. The analytical part includes analyse of current situation of fast fashion and quantita-tive research. Recommendations for marketing communication strategy for fast fashion companies are determined at the end of the thesis.
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Sustainable fashion as part of the circular economy
PUDIVÍTROVÁ, Jitka
This thesis deals with the environmental impacts of the fashion industry and their mitigation through the application of sustainable and circular principles. It clarifies the basic terminology in the field of sustainable fashion and analyzes the attitude of Czech consumers to this type of fashion goods based on data from executed research. It also examines the extent to which circular principles are part of the production processes of Czech fashion manufacturers.
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Research: Generation Zs attitudes towards fast fashion industry
Kosaková, Michaela ; Hejlová, Denisa (advisor) ; Koudelková, Petra (referee)
This bachelor's thesis focuses on the analysis of the complex relationship between representatives of Generation Z and fast fashion chains. Its goal is to define the basic aspects of the purchasing relationship with the brands of these chains and to evaluate the main attitudes of the representatives. The emphasis is also on sustainability, which is an increasingly mentioned topic in the fashion industry. The work is divided into two parts, theoretical and practical. In the theoretical part, the issue of fast fashion is presented using the example of its history and its modern form together with marketing strategies. Generation Z is also analysed both from the point of view of their main characteristics and consumer behaviour. The practical part is devoted to the analysis of in-depth interviews with representatives of the generation group, who bring their personal opinions and attitudes to fast fashion chains and sustainability. The qualitative research method was used for the research, thanks to which it is possible to look more deeply and better analyse the feelings and attitudes of the respondents.
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Digital fashion and its marketing through the eyes of Czech brands
Laufer, David ; Hejlová, Denisa (advisor) ; Ježková, Tereza (referee)
The bachelor's thesis brings knowledge about digital fashion and its marketing. It examines the impact of digital technologies on the design, promotion, sale and wearing of clothing and based on research and campaigns by companies abroad it identifies numerous uses to streamline and enrich business processes and consumer experiences. The thesis then examines the views of respondents from Czech brands working with digital fashion - digital fashion studios giz'mo lab and Ofform3D and modeling agency New Aliens offering digital scans of models. They perceive marketing as the strongest segment for digital fashion and talk about their own practice for example at the Prague and Helsinki fashion weeks. According to the respondents, the digital form enables numerous business applications that strengthen production, promotion and sales, but can also just serve purely as an artistic form in the virtual environment or enriching physical clothing. Digital fashion also has the potential to increase sustainability - however, it consumes energy and can be exploited by fast fashion, which makes this area problematic. Most respondent's worries emerge also in the context of NFTs. The divisions of business and art, realism and dream aesthetics, physical and virtual experience were present throughout the interviews....
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Risk Assessment of Textile Waste Management
Šindlerová, Vanesa ; Vymazal, Tomáš (referee) ; Hrabová, Kristýna (advisor)
This thesis deals with environmental risks arising from textile waste management. The introduction describes the context of textile problematics and maps the current situation of textile waste management. The main goal of this thesis is to determinate the environmental risks of low percentage of recycling. Recycling is one way of dealing with textile that mitigates the impact on the environment. For the evaluation of the causes and consequences of the researched problem are used Bow-tie analysis and Ishikawa’s diagram. The results of the work bring environmental risks resulting from the application of those selected methods. Part of the thesis is a questionnaire that evaluates the individual’s attitude to textiles. Results of the questionnaire reveals that not needed textiles are perceived as risk to the environment. At the same time, consumer behavior does not correspond with efforts to mitigate the identified impacts.
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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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Fast fashion as a current topic of Civics
Trojanová, Martina ; Zicha, Zbyněk (advisor) ; Jirásková, Věra (referee)
The thesis deals with selected global problems and their inclusion in civic education with a focus on the topic of fast fashion. The theoretical part presents the phenomenon of fast fashion and its negative impacts on the environment and human health, approaches issues in the world of work and violations of human rights and freedoms. These global issues are considered in the context of educational areas, cross-cutting themes and also as part of the global education. The second part of the work is a concept of a didactic project of lessons with the theme of fast fashion inspired by the educational program of the ARPOK organization. The aim of the work is to increase awareness of the issues arising from fast fashion and the realization that the individual can influence the world by their actions and vice versa, how the current world affects the life of the individual. KEYWORDS fast fashion, slow fashion, greenwashing, environment, decent wages
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