Rychlá móda a nucená práce: úloha spotřebitelů a společenská odpovědnost firem

The fast fashion industry, defined by rapid consumption cycles and short garment lifespans, has generated significant social concerns regarding workers' welfare and the existence of forced labour practices. Fast fashion has become a dominant competitive model, releasing new styles at an accelerated speed and prioritising low prices and current trends over durability and quality. This approach is strongly dependent on global supply networks, where strong pressure to minimise costs can encourage labour exploitation, including forced labour in production regions. At the same time, consumers gradually show concern for human rights and sustainability, yet their everyday purchasing decisions often still favour affordability and convenience. This discrepancy sustains demand for cheap clothing and contributes to the persistence of conditions that allow coercive labour practices to continue. This thesis explores how consumer demand for low-priced apparel shapes corporate strategies in the fast fashion sector and investigates whether enhanced transparency and targeted corporate social responsibility (CSR) communication can effectively redirect consumer choices away from products associated with forced labour. Drawing on literature on modern slavery in fashion supply chains, ethical consumption, and CSR communication, the study contrasts Zara’s fast‑fashion business model with Patagonia’s slower, purpose-driven approach to show how different brand narratives incorporate and present labour standards. It argues that a change in consumer behaviour is possible when communication is supported by actual practices, and that tools such as radical transparency about supply chains, educational campaigns and sustainable initiatives can guide consumers toward more ethical purchasing decisions.