Preferences of young people towards certain sales forms of fast fashion

U današnje vrijeme proizvodi brze mode vrlo su popularni, a tržište i industrija rastu. U proizvodnji, distribuciji i prodaji brze mode postoje određene specifičnosti. Npr., proizvode se proizvode puno većom brzinom te distribuiraju u prodavaonice. Obično je riječ o proizvodima koji imaju pristupačnije cijene, no nerijetko i slabiju kvalitetu što rezultira većom potrošnjom i neadekvatnim odlaganjem otpada. Uz brzu modu vežu se i određeni specifični problemi kao što su negativan utjecaj na održivi razvoj i loši radni uvjeti. U sklopu ovog rada provedeno je i istraživanje putem anketnog upitnika. Istraživanje je provedeno na uzorku od 101 ispitanika. Ukupno 16 ispitanika uopće ne kupuje u prodavaonicama brze mode. Preferencije glede prodajnih oblika brze mode različite su. Neki potrošači stoga preferiraju tradicionalnu kupovinu, dok drugi online. Najveći broj ispitanika izjasnio se kako se u potpunosti slaže s tvrdnjom da preferira kupovinu u prodavaonici zbog mogućnosti isprobavanja odjeće. Ukupno 48 od 85 ispitanika u potpunosti se slaže sa ovom tvrdnjom, što upućuje da tradicionalna kupovina i dalje ima veliku važnost unutar različitih prodajnih kanala brze mode. Ipak, dio potrošača preferira i online kupovinu, ponajviše zbog jednostavnosti kupovine i preglednosti ponude. Kao glavni razloga zbog kojeg ispitanici ne kupuju proizvode brze mode javlja se asortiman. Zanimljivo je da je drugi najvažniji razlog neslaganje sa poslovanjem i procesom proizvodnje, što upućuje na osviještenost određenog broja potrošača o negativnim utjecajima brze mode.Nowadays, fast fashion products are very popular and the market and industry are growing. There are certain specifics in the production, distribution and sale of fast fashion. For example, products are produced at a much higher speed and distributed to stores. These are usually products that have more affordable prices, but often lower quality, which results in higher consumption and inadequate waste disposal. Fast fashion is associated with certain specific problems such as the negative impact on sustainable development and poor working conditions. As part of this work, a survey was conducted through a questionnaire. The research was conducted on a sample of 101 respondents. A total of 16 respondents do not shop at all in fast fashion stores. Preferences regarding fast fashion sales forms are different. Some consumers therefore prefer traditional shopping, while others online. Most respondents said they fully agree with the statement that they prefer to shop in the store because of the possibility of trying on clothes. A total of 48 out of 85 respondents fully agree with this statement, suggesting that traditional shopping continues to be of great importance within the various fast fashion sales channels. However, some consumers also prefer online shopping, mostly because of the ease of purchase and the transparency of the offer. Assortment appears to be the main reason why respondents do not buy fast fashion products. Interestingly, the second most important reason is disagreement with the business and production process, which indicates the awareness of a number of consumers about the negative effects of fast fashion