Trend slow fashion a jeho vnímanie mileniálmi

Lacková, Karina

The slow fashion trend and its perceptions by the millennials
Trend slow fashion a jeho vnímání mileniály

dc.contributor.advisor	Hejlová, Denisa
dc.creator	Lacková, Karina
dc.date.accessioned	2019-07-05T09:52:58Z
dc.date.available	2019-07-05T09:52:58Z
dc.date.issued	2019
dc.identifier.uri	http://hdl.handle.net/20.500.11956/107347
dc.description.abstract	najväčších kúpnych síl na trhu, je primárne skúmané fashion. Za týmto účelom je teoretickej časti najprv vymedzená móda ako dôležitú súčasť spoločnosti, následne je predstavené fungovanie súčasného módneho priemyslu s dôrazom na fast fashion. Ďalej je prenikanie udržateľnosti do módneho priemyslu. Súčasťou teoretickej časti je aj priblíženie generácie mileniálov, kde je pozornosť upriamená na ich charakteristické osobnostné rysy, ale aj na motívy ich nákupného správania všeobecne, praktickej časti sú uskutočnené pološtrukturované hĺbkové rozhovory ďalej detailne rozoberané a vyplýva, že udržateľný aspekt oblečenia	cs_CZ
dc.description.abstract	The main topic of this bachelor thesis is millennials understanding of consumer purchasing behaviour within the fashion industry. So called generation Y is one of the biggest market forces and the emphasis will be put on perception of the concept slow fashion, and secondly on the fast fashion. For this purpose, the theoretical part presents fashion as an important part of the society. Subsequently, description of the current problematic condition of fashion industry is introduced. Furthermore, the concept of slow fashion and emerging of sustainability within the fashion industry is described. The last chapter of the theoretical part regards the Y generation where their shopping habits and fashion industry perceptions were revealed. In the practical part were conducted semi-structured in-depth interviews with respondents from the generation of millennials. These interviews are subsequently analysed, and the acquired data are compared with the theoretical groundwork. The analysis of the interviews suggests that the sustainable aspect of clothing is not one of the primary factors in purchasing decisions for respondents.	en_US
dc.language	Slovenčina	cs_CZ
dc.language.iso	sk_SK
dc.publisher	Univerzita Karlova, Fakulta sociálních věd	cs_CZ
dc.subject	fashion industry	en_US
dc.subject	sustainable fashion	en_US
dc.subject	fast fashion	en_US
dc.subject	slow fashion	en_US
dc.subject	millennials	en_US
dc.subject	in-depth interviews	en_US
dc.subject	módny priemysel	cs_CZ
dc.subject	udržateľná móda	cs_CZ
dc.subject	fast fashion	cs_CZ
dc.subject	slow fashion	cs_CZ
dc.subject	mileniáli	cs_CZ
dc.subject	hĺbkové rozhovory	cs_CZ
dc.title	Trend slow fashion a jeho vnímanie mileniálmi	sk_SK
dc.type	bakalářská práce	cs_CZ
dcterms.created	2019
dcterms.dateAccepted	2019-06-14
dc.description.department	Katedra marketingové komunikace a public relations	cs_CZ
dc.description.department	Department of Marketing Communication and Public Relations	en_US
dc.description.faculty	Faculty of Social Sciences	en_US
dc.description.faculty	Fakulta sociálních věd	cs_CZ
dc.identifier.repId	204409
dc.title.translated	The slow fashion trend and its perceptions by the millennials	en_US
dc.title.translated	Trend slow fashion a jeho vnímání mileniály	cs_CZ
dc.contributor.referee	Rosenfeldová, Jana
thesis.degree.name	Bc.
thesis.degree.level	bakalářské	cs_CZ
thesis.degree.discipline	Marketingová komunikace a public relations	cs_CZ
thesis.degree.discipline	Marketing Communications and Public Relations	en_US
thesis.degree.program	Mediální a komunikační studia	cs_CZ
thesis.degree.program	Media and Communications Studies	en_US
uk.thesis.type	bakalářská práce	cs_CZ
uk.taxonomy.organization-cs	Fakulta sociálních věd::Katedra marketingové komunikace a public relations	cs_CZ
uk.taxonomy.organization-en	Faculty of Social Sciences::Department of Marketing Communication and Public Relations	en_US
uk.faculty-name.cs	Fakulta sociálních věd	cs_CZ
uk.faculty-name.en	Faculty of Social Sciences	en_US
uk.faculty-abbr.cs	FSV	cs_CZ
uk.degree-discipline.cs	Marketingová komunikace a public relations	cs_CZ
uk.degree-discipline.en	Marketing Communications and Public Relations	en_US
uk.degree-program.cs	Mediální a komunikační studia	cs_CZ
uk.degree-program.en	Media and Communications Studies	en_US
thesis.grade.cs	Výborně	cs_CZ
thesis.grade.en	Excellent	en_US
uk.abstract.cs	najväčších kúpnych síl na trhu, je primárne skúmané fashion. Za týmto účelom je teoretickej časti najprv vymedzená móda ako dôležitú súčasť spoločnosti, následne je predstavené fungovanie súčasného módneho priemyslu s dôrazom na fast fashion. Ďalej je prenikanie udržateľnosti do módneho priemyslu. Súčasťou teoretickej časti je aj priblíženie generácie mileniálov, kde je pozornosť upriamená na ich charakteristické osobnostné rysy, ale aj na motívy ich nákupného správania všeobecne, praktickej časti sú uskutočnené pološtrukturované hĺbkové rozhovory ďalej detailne rozoberané a vyplýva, že udržateľný aspekt oblečenia	cs_CZ
uk.abstract.en	The main topic of this bachelor thesis is millennials understanding of consumer purchasing behaviour within the fashion industry. So called generation Y is one of the biggest market forces and the emphasis will be put on perception of the concept slow fashion, and secondly on the fast fashion. For this purpose, the theoretical part presents fashion as an important part of the society. Subsequently, description of the current problematic condition of fashion industry is introduced. Furthermore, the concept of slow fashion and emerging of sustainability within the fashion industry is described. The last chapter of the theoretical part regards the Y generation where their shopping habits and fashion industry perceptions were revealed. In the practical part were conducted semi-structured in-depth interviews with respondents from the generation of millennials. These interviews are subsequently analysed, and the acquired data are compared with the theoretical groundwork. The analysis of the interviews suggests that the sustainable aspect of clothing is not one of the primary factors in purchasing decisions for respondents.	en_US
uk.file-availability	V
uk.publication.place	Praha	cs_CZ
uk.grantor	Univerzita Karlova, Fakulta sociálních věd, Katedra marketingové komunikace a public relations	cs_CZ
thesis.grade.code	A