Metode predviđanja potražnje za proizvodima modne industrije prije, za vrijeme i nakon pandemije Covid-19

master's thesis

• Title (english): Methods for forecasting demand for fashion industry products before, during and after the Covid-19 pandemic
• Author: Ivana Pribanić
• Mentor: Jasna Prester (mentor)
• Committee member: Jasna Prester (predsjednik povjerenstva)
• Committee member: Tomislav Hernaus (član povjerenstva)
• Committee member: Matija Marić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2022-06-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Dobro predviđanje predstavlja suštinu upravljanja poduzeća, stoga za modnu industriju, koja je jedna od izrazito dinamičnih i nepredvidivih industrija, ono predstavlja važnu komponentu poslovanja. Budući da je predviđanje točnih zahtjeva od strane potrošača izrazito teško jer se preferencije mijenjaju vrlo brzo, od dizajnera i proizvođača očekuje se brza i kvalitetna reakcija na sve promjene koje donosi tržište. Rezultat je taj da je brzina do tržišta postala kritična komponenta pri ostvarenju konkurentske prednosti. Iako se trenutno vođe najvećih svjetskih modnih brendova bave kriznim menadžmentom i relokacijom sredstava u bitnije svrhe, pandemija Covid-19 pružila je modnoj industriji priliku da se promijeni. Budući da je potražnja za vrijeme pandemije Covid-19 jako oscilirala (udobna odjeća bila je traženija od poslovne i elegantne odjeće) dosadašnji alati i podaci za predviđanje nisu više odgovarajući. Također budućnost će sve više zahtijevati korištenje alata umjetne inteligencije u prognoziranju modne industrije. Upravo iz tog razloga glavna svrha ovog diplomskog rada je objasniti važnost odabira prave metode i alata za predviđanje te promjene koje su se dogodile za vrijeme pandemije Covid-19. Shodno tome, kako bi se pobliže prikazao utjecaj Covid-19 pandemije na predviđanje modne industrije provedeno je kvalitativno istraživanje, putem dubinskog intervjua u kojem su sudjelovali visokopozicionirani menadžeri različitih modnih brendova i modnih trgovina. Također, ispitano je mišljenje i stav o tome ima li velikih razlika u odabiru potrošača (preferencije kupaca u zadanim vremenskim intervalima) i je li se online kupovinom uspjelo barem djelomično poslovati kao i prije pandemije Covid-19.

Abstract (english)

Good forecasting is the essence of corporate governance, so for the fashion industry, which is one of the most dynamic and unpredictable industries, it is an important component of business. Because it is extremely difficult for consumers to predict the exact requirements because preferences change very quickly, designers and manufacturers are expected to react quickly and with quality to all changes brought by the market. The result is that speed to market has become a critical component in gaining competitive advantage. Although the leaders of the world's largest fashion brands are currently dealing with crisis management and relocation of funds for more important purposes, the Covid-19 pandemic has provided the fashion industry with an opportunity to change. As demand fluctuated sharply during the Covid-19 pandemic (comfortable clothing was more in demand than business and elegant clothing), the tools and forecasting data available so far are no longer adequate. Also the future will increasingly require the use of artificial intelligence tools in forecasting the fashion industry. It is for this reason that the main purpose of this thesis is to explain the importance of choosing the right methods and tools to predict and the changes that occurred during the Covid-19 pandemic. Consequently, in order to better illustrate the impact of the Covid-19 pandemic on fashion industry prediction, a qualitative study was conducted, through an in-depth interview in which high-ranking managers of various fashion brands and fashion stores participated. Furthermore, the opinion and attitude on whether there are big differences in consumer choice (customer preferences in given time intervals) and whether online shopping was at least partially managed as before the Covid-19 pandemic.

• Keywords: predviđanje; modna industrija; zalihe; pandemija Covid-19
• Keywords (english): forecast; fashion industry; supplies; Covid-19 pandemic
• Language: croatian
• URN:NBN: urn:nbn:hr:148:308292
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-06-29 18:00:11