THE POPULARITY OF FAST FASHION

Cilj ovog rada je objasniti koncept i razvoj brze mode od njenih začetaka do danas, prednosti i nedostatke brze mode te razlog njene sve veće prihvaćenosti diljem svijeta. Cilj empirijskog istraživanja bio je analiza pojedinih parametara prihvaćenosti najzastupljenijih maloprodavača brze mode (H&M-a i Zare) u Hrvatskoj. Empirijsko istraživanje bavilo se prihvaćenošću prodavaonica brze mode H&M-a i Zare u Hrvatskoj. Istraživanje je provedeno putem anketnog upitnika na slučajnom uzorku od 150 žena. Rezultati pokazuju da su prodavaonice oba maloprodavača vrlo dobro prihvaćene u Hrvatskoj, te da ne postoji neka značajna razlika među njima. Maloprodavači brze mode bi svoje poslovanje u prodavaonicama mogli unaprijediti uvođenjem većeg broja blagajni i kabina za presvlačenje kako bi se smanjile gužve (koje kupci smatraju najvećim nedostatkom fizičkih prodavaonica), te zapošljavanjem većeg broja prodajnog osoblja koje je voljno pomoći pri kupnji.The aim of this paper is explaining the concept and the development of fast fashion since its beginnings until the present time, its advantages and disadvantages, as well as the reason for the increasing worldwide acceptance of such a fashion. The aim of the empirical survey was the analysis of individual acceptance parameters pertaining to most significant fast fashion retailers (H&M-a and Zara) in Croatia. The empirical survey covered the acceptance of H&M and Zara fast fashion retail stores in Croatia. The survey was conducted by means of a questionnaire and random sampling with participation of 150 women. The results have shown that retail stores of both brands are very well accepted in Croatia and that there is no significant difference between them. Fast fashion retailers could improve their businesses by introducing more cash registers and fitting rooms in order to reduce crowds in their stores – which buyers consider to be the main downside of physical stores – and by hiring a greater number of staff who would be at the disposal of the buyers to assist them in a shopping