Vnímání značek internetových obchodů mladou generací

This thesis deals with the perception of online store brands by the younger generation. The aim of the thesis was to find out what factors influence Generation Z in their decision-making between brands and how these young people perceive Zalando and Shein. The theoretical part focuses on the concepts of marketing communication, brand theory, and fast fashion, which is closely associated with many stores. The practical part first introduces the brands under review and then presents the results of individual in-depth interviews, on the basis of which recommendations for the brands are written. Qualitative research reveals that respondents tend to shop for emotional reasons, are aware that their purchases support fast fashion, and clearly prefer shopping at online stores over brick-and-mortar stores. The main recommendations include targeted marketing campaigns aimed at the younger generation, improving Shein's customer service to strengthen loyalty, and broader education about the impact of fast fashion.