Consumer segmentation in the slow fashion market

The first aim of this thesis is to identify segments in the market of slow fashion in the Czech Republic. The second goal is to recommend a suitable marketing strategy for different types of customers. Segmentation is carried out based on customer motivation to purchase slow fashion clothing. The theoretical part of this work is devoted to a literature search for the topics of slow fashion, fast fashion, the reaction of mainstream fashion to slow fashion, trends in the world of sustainable fashion, the limitations of slow fashion, and consumers of this type of clothing. Secondary sources became the basis for the creation of segmentation criteria in this survey. Customer segmentation was performed based on data obtained through a quantitative questionnaire. The result of this work was the discovery of three segments of slow fashion customers. The main benefit of this work is the recommendation of a marketing strategy to address these consumers. This recommendation considers both the differences between these segments and certain common features that are characteristic of all segments. This information can be useful for improvement of the marketing strategy of slow fashion companies. At the same time, this work builds on scientific studies examining the issue of slow fashion and expands the overview of consumers in this industry