Český spotřebitel a jeho vztah k lokálním fashion značkám

This bachelor's thesis deals with the behavior of Czech consumers in the fashion segment and their relationship to local fashion brands. The aim was to analyze what factors influence the decisions of Czech consumers, especially members of Generation Z, and what obstacles prevent wider support for domestic creation. The theoretical part of the thesis is devoted to the specifics of the Czech fashion market, the characteristics of Generation Z and key aspects of consumer decision-making. The research part is based on a quantitative questionnaire survey supplemented by a qualitative interview with a professional in practice. The results show that the main barriers to supporting local brands are higher prices, limited availability and insufficiently strong marketing communication. Nevertheless, Czech brands are perceived positively in terms of quality and design, and their support is important for a large part of young consumers. The thesis provides recommendations on how Czech fashion brands can better respond to the expectations of the target group and strengthen their competitiveness.