Generation Z's loyalty to fast fashion brands

The aim of this thesis is to identify factors influencing the loyalty of Generation Z to fast fashion brands in the Czech Republic and to understand the specifics of their purchasing behaviour in this industry. The theoretical part describes the fashion industry and the phenomenon of fast fashion, focusing on customer loyalty and research in the field of loyalty within the fast fashion. It also examines generational differences, including Generation Z. The methodology part formulates the research approach using individual in-depth interviews and defines four research questions. The practical part focuses on analysing and interpreting the research data. The findings reveal that loyalty is influenced by affordability, the availability of physical stores, the store environment, previous customer experience, product assortment, and trend relevance. For Generation Z, shopping at fast fashion brands is a form of socialization. The opinion of others plays a role in the purchasing process.