Vliv udržitelnosti fast fashion značek na věrnost zákazníků

The primary goal of this thesis is to examine the influence of sustainable practices of brands in the fast fashion segment on customer loyalty in the Czech market. In the literature review, the thesis deals with the characteristics of the fast fashion phenomenon, its impact on the environment and society, as well as the concept of sustainable fashion, green marketing and greenwashing. The third chapter of the work focuses on defining the importance of consumer loyalty for companies and examines the factors that can influence customer loyalty. This is followed by an analysis of the current situation of the Czech clothing market, presenting an analysis of market trends and identifying the main actors that significantly influence the dynamics of fast fashion in the Czech Republic. A key part of this thesis is quantitative research in the form of a questionnaire survey focusing on how sustainability and the associated environmental responsibility of fast fashion brands influence the loyalty of Czech consumers. Based on the results of the research, it was found that sustainability plays a significant but complex role in consumer loyalty within the Czech apparel market segment. Although sustainability is becoming an important factor for some consumers, it is still not the main decision criterion for most of them to decide whether a consumer will stay with a brand and be loyal to it. However, it has the potential to strengthen consumer loyalty to brands and can thus be an effective tool for building a stronger loyalty and customer base.