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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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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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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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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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Global trends in the Fashion industry
Hubková, Veronika ; Jiránková, Martina (advisor) ; Vošta, Milan (referee)
The Dissertation is providing concise insight into the history of fashion industry, its global evolution and remarkable thresholds leading us into the way we can see it nowadays. Consequent focus is around today's trend of fast fashion being seen as the synonym for affordable and low-cost apparel. Vigorous supply chain analysis delivers valid arguments about negative social and environmental impact on our society as a result of recent fashion trends. Considering all above highlighted issues along with increasingly important sustainability, the theses is trying to outline a future prospect of the industry.
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