How to Compete with Fast Fashion: Perception of Czech Local Brands and Preferences of Generation Z

This thesis explores how Czech local fashion brands can remain competitive alongside global fast fashion chains and examines how these brands are perceived by Generation Z. The research builds on the growing societal interest in sustainable and ethical fashion and investigates the key factors influencing the purchasing decisions of young consumers in the Czech context. The theoretical part focuses on the concepts of fast and slow fashion, the environmental and social impacts of the fashion industry, the consumer behavior of Generation Z, and the marketing strategies of fashion brands. The practical part is based on quantitative research conducted through a survey targeted exclusively at Generation Z. The findings indicate that although Generation Z is aware of the ethical and environmental issues associated with fast fashion, their purchasing decisions are predominantly influenced by pragmatic factors such as price, appearance, and availability. Awareness of Czech local brands among respondents is low, and sustainable fashion is often perceived as less accessible, stylistically limited, and more expensive. The thesis offers recommendations for Czech brands on how to better engage with their target audience and enhance their competitiveness, particularly through digital marketing, collaborations with influencers, and a focus on attractive design combined with authentic values.