Cirkulární a etické modely v módním průmyslu

The fashion industry is the sixth world's largest source of environmental and social harm. In response to the so far dominant linear fast fashion model, second hand market, including digital recommerce platforms, has grown rapidly. This thesis analyzes and comparatively evaluates three European recommerce platforms – Vinted, Sellpy, and Vestiaire Collective – through an analytical framework of four sustainability dimensions: economic, environmental, social, and temporal. The research employs a qualitative multiple case study design based on secondary data. The analysis shows that while all three platforms fulfil the basic circular strategy of R3 Reuse, their systemic contribution is limted by the risk of rebound effect and platforms differ substantially in the depth and credibility of their commitments. Vestiaire Collective demonstrates the highest level of integration of circular principles, active regulation of overconsumption. Sellpy represents a model of corporate transformation, which, however, carries greenwashing risks associated with its parent group, H&M Group. Vinted dominates in terms of market scale and profitability but remains silent on the impacts of impulsice buying behavior. The thesis concludes that none of the examined platforms currently reduces the overall volume of fashion consumption in a systemic way, and that recommerce alone cannot substitute for systemic change in production, regulation, and consumer behaviour.