Principy cirkulární ekonomiky v obchodních a marketingových strategiích vybraných oděvních značek

This bachelor’s thesis examines the approaches of selected sustainable brands Braasi Industry (Czech Republic), Freitag (Germany), and Patagonia (USA) in relation to the principles of the circular economy and their application within business models. The study focuses on how and to what extent these brands integrate circular economy principles in areas such as material sourcing, design, production, distribution, customer communication, and the management of products approaching or reaching the end of their life cycle. The first part of the thesis defines the principles of the circular economy in the context of the apparel industry, as well as the concepts of sustainable fashion and the factors influencing the development of the sustainable and circular fashion market. This is followed by case studies of the selected brands, illustrating how these principles are applied in practice. Furthermore, a comparative analysis and evaluation of the business and marketing strategies of the examined brands are conducted from a circular economy perspective. Based on the findings, the thesis identifies key success factors and barriers and formulates recommendations for (not only) Czech apparel brands aimed at implementing circular economy principles into their strategies.