Srovnání úspěšnosti second handů na českém trhu a analýza faktorů jejich úspěšnosti

This bachelor thesis focuses on the second-hand clothing market in the Czech Republic. The main objective of the thesis is to compare the economic performance of selected second-hand stores across different market segments and to analyze the factors that lead to these economic results. The secondary objective is to map and present a comprehensive profile of the Czech second-hand market. The theoretical part discusses the concept of sustainable fashion, the functioning and specifics of second-hand stores worldwide, and customer motivation for purchasing. Furthermore, it defines the general determinants of competitiveness in retail companies. The practical part is divided into three consecutive sections, which include market profiling, qualitative semi-structured interviews with business operators, and a quantitative financial analysis of selected model representatives for the period 2022-2024. The results show that the second-hand clothing market faces a significant threat from Asian ultra-fast fashion, which not only changes customers' price perception but also degrades the quality of goods from Western supply chains. The identified key success factors include narrow specialization, community building, strategic store locations, and the company's ability to innovate effectively, including its presence on social media. The thesis concludes that the era when second-hand stores benefited most from low clothing prices is over, and it is essential to offer a unique added value. These findings provide recommendations for future and existing operators of second-hand stores, particularly in the segment of small and medium sized enterprises.