Popularnost prodavaonica brze mode

master's thesis

• Title (english): Popularity of fast fashion stores
• Author: Lucija Biškup
• Mentor: Sanda Renko (mentor); MBZ: 246584
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Ivana Štulec (član povjerenstva)
• 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 označava suvremeni izraz koji se koristi od strane modnih poduzeća kako bi izrazili kretanje dizajna i trenutnih modnih trendova. Modno tržište predstavlja vrlo bitnu industrijsku granu te se zbog svoje popularnosti sve više poduzeća brze mode javlja na tržištu i traži svoje potrošače. Prodavaonice brze mode sve su češće prisutne u trgovačkim centrima te su potrošači uz ubrzani ritam života dosta skloni i korištenju internet kupovine preko stranica raznih poduzeća brze mode. Poduzeća brze mode neprestano ulažu u razvoj novih proizvoda, tehnološke inovacije, bolji odnos sa potrošačima, unose trendove na tržište direktno sa modnih pista; internet trgovina je sve važnija za opstanak na tržištu. Ovaj rad se bavi istraživanjem popularnosti prodavaonica brze mode u Hrvatskoj te trendovima potrošnje i razlike u maloprodajnim objektima kod prodavaonica brze mode u odnosu na druge prodavaonice odjeće. Putem anketnog istraživanja se ispitalo stanje na tržištu prodavaonica brze mode prisutnih na hrvatskom tržištu kod muške i ženske populacije u svim dobnim skupinama. Rezultati istraživanja pokazuju da su odjevni predmeti u prodavaonicama brze mode uglavnom kupljeni od strane ženske populacije i to najviše mlađe populacije, također veoma velik trend online kupnje prisutan je kod mlađe populacije kod oba spola. Starija skupina ispitanika većinom ne koristi internet kupnju, a u pravilu i nemaju naviku kupovati u prodavaonicama brze mode zbog asortimana namijenjenom mlađim osoboma te malim konfekcijskim brojevima.

Abstract (english)

Fast fashion is a modern term used by fashion companies to express designs and capture current fashion trends. The fashion market represents a very important industrial branch and because of its popularity, every day more fashion companies are on the market and are looking for their consumers. Fast fashion stores are increasingly present in shopping malls and consumers with accelerated rhythm of life are much inclined to use internet shopping from the variety of web pages from fast fashion companies. Fast fashion companies constantly invest in the development of new products, technological innovations, better relationship with consumers, they bring trends directly from the catwalks to the stores; internet shopping is increasingly important for survival on the market. This paper deals with the research of the popularity of fast fashion stores in Croatia and trends in consumption and differences in retail in fast fashion stores compared to other clothing stores. The survey examined the market situation present on croatian fast fashion market at the male and female population in all age groups. The results of the research show that the clothing items in fast fashion stores are mainly purchased by the younger female population, also a very big trend of buying clothes online is present at the younger population in both sexes. The older group of respondents in a majority does not use internet shopping and do not have the habit of shopping at fast fashion stores because of clothes that is more suitable for younger people and small sizes of clothes.

• Keywords: brza moda; prodavaonica; maloprodaja; modno tržište; potrošač
• Keywords (english): fast fashion; stores; retail; fashion-market; consumer
• Language: croatian
• URN:NBN: urn:nbn:hr:148:008992
• 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 11:36:14