The popularity of "fast fashion" retailers among the younger consumers in the Republic of Croatia

Brza moda je koncept koji maloprodajnim prodavaonicama pruža mogućnost velikog optjecaja dizajnerske robe. Ovaj koncept je vrlo popularan među mlađim potrošačima u svijetu, te mnoga istraživanja u svijetu su fokusirana na daljnji tijek uvođenja online prodaje u ovaj sektor kroz različite tehnološke inovacije usmjerene na mlađe potrošače. Važno je istaknuti da osim ekonomske dobiti, brza moda ima i niz negativnih utjecaja. Ti utjecaji se prvenstveno očituju u proizvodnim procesima koji podrazumijevaju niz ekološki neprihvatljivih metoda. Problem proizlazi iz dinamike proizvodnje koja generira jako puno otpada uzme li se u obzir činjenica da se radi o proizvodima vrlo kratkog životnog ciklusa. Rezultati istraživanja upućuju na popularnost prodavaonica brze mode u Republici Hrvatskoj unatoč činjenici da su percipirane kao društveno neodgovorne. Cilj ovog rada je utvrditi koji faktori doprinose uspješnom poslovanju prodavaonica brze mode te utjecaj društvenih kretanja na njihovo poslovanje u Republici Hrvatskoj.Fast fashion is a concept that gives retailers the opportunity to have a lot of designer goods. This concept is very popular with younger consumers in the world, and many studies in the world are focused on the further course of introducing online commerce in this sector through various technological innovations aimed at younger consumers. It is important to point out that in addition to economic profit, fast fashion has a number of negative impacts. These impacts are primarily evident in production processes that involve a number of environmentally unacceptable methods. The problem stems from the dynamics of production that generate a lot of waste if one considers the fact that these are products with a very short life cycle. Results of the conducted survey indicate high popularity of fast fashion stores in the Republic of Croatia despite being percieved as socially irresponsible. The aim of this paper is to determine what factors contribute to the successful operation of fast fashion stores and the impact of social trends on their operations in the Republic of Croatia