Vliv digitalizace na chování spotřebitelů u módních značek

This thesis examines the influence of digitalization on consumer behaviour towards fashion brands in the Czech Republic, with a focus on Zara as an illustrative example. The research aims to identify which digital tools provided by fashion brands, such as websites, mobile applications, and social media platforms, are most frequently used by consumers and how these tools influence the purchase decision-making process. The thesis also explores whether there are differences in the use of digital tools among different consumer groups based on age, gender, and education level. The study is based on a quantitative research approach. Primary data are collected through an online questionnaire distributed to consumers in the Czech Republic. The data are analysed using descriptive and inferential statistical methods in order to identify patterns of digital tool usage and differences among consumer groups. The findings of the thesis aim to contribute to a better understanding of the role of digital technologies in fashion consumption and may provide practical insights for fashion brands when developing their digital strategies.