Popularnost prodavaonica "brze mode" među mlađim potrošačima u Republici Hrvatskoj

master's thesis

• Title (english): The popularity of "fast fashion" retailers among the younger consumers in the Republic of Croatia
• Author: Nika Grabovac
• Mentor: Sanda Renko (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2019-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Brza moda je koncept koji maloprodajnim prodavaonicama pruža mogućnost velikog
optjecaja dizajnerske robe. Ovaj koncept je vrlo popularan među mlađim potrošačima u
svijetu, te mnoga istraživanja u svijetu su fokusirana na daljnji tijek uvođenja online prodaje u
ovaj sektor kroz različite tehnološke inovacije usmjerene na mlađe potrošače. Važno je
istaknuti da osim ekonomske dobiti, brza moda ima i niz negativnih utjecaja. Ti utjecaji se
prvenstveno očituju u proizvodnim procesima koji podrazumijevaju niz ekološki
neprihvatljivih metoda. Problem proizlazi iz dinamike proizvodnje koja generira jako puno
otpada uzme li se u obzir činjenica da se radi o proizvodima vrlo kratkog životnog ciklusa.
Rezultati istraživanja upućuju na popularnost prodavaonica brze mode u Republici Hrvatskoj
unatoč činjenici da su percipirane kao društveno neodgovorne.
Cilj ovog rada je utvrditi koji faktori doprinose uspješnom poslovanju prodavaonica brze
mode te utjecaj društvenih kretanja na njihovo poslovanje u Republici Hrvatskoj.

Abstract (english)

Fast fashion is a concept that gives retailers the opportunity to have a lot of designer goods.
This concept is very popular with younger consumers in the world, and many studies in the
world are focused on the further course of introducing online commerce in this sector through
various technological innovations aimed at younger consumers. It is important to point out
that in addition to economic profit, fast fashion has a number of negative impacts. These
impacts are primarily evident in production processes that involve a number of
environmentally unacceptable methods. The problem stems from the dynamics of production
that generate a lot of waste if one considers the fact that these are products with a very short
life cycle. Results of the conducted survey indicate high popularity of fast fashion stores in
the Republic of Croatia despite being percieved as socially irresponsible.
The aim of this paper is to determine what factors contribute to the successful operation of
fast fashion stores and the impact of social trends on their operations in the Republic of
Croatia.

• Keywords: brza moda; prodavaonice; maloprodaja; mladi potrošači; Republika Hrvatska
• Keywords (english): fast fashion; stores; retail; young consumers; Republic of Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:479802
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-24 10:40:59