Fast fashion: Transformation of the fashion industry in the context of the acceleration of the innovation

Diplomsko delo se ukvarja z obravnavo transformacije modne industrije, za katero je značilno pospešeno spreminjanje in menjavanje modnih trendov. V nalogi predpostavljam, da mediatizacija in digitalna doba igrata pomembno vlogo v uspehu in vseprisotnosti hitre mode, saj se je z vseobsegajočo informacijsko tehnologijo izjemno pospešil potek distribucije mode in modnih trendov. Sprva bom obravnavala modo kot estetski fenomen, nato bom modo kot sistem proizvodnje in distribucije umestila v čas in prostor. Izpostavila bom različne teorije distribucije mode, saj je le-ta velikega pomena tudi za pospeševanje trendov v modi. Mojo predpostavko, da k temu pomembno prispeva mediatizacija, bom skozi literaturo in raziskave ključnih avtorjev poskušala potrditi, izpostavila pa bom tudi psihološki vidik potrošniškega vedenja v hitri modi in užitek, ki ga potrošniku prinaša hitra moda. Kljub temu, da se mnogi potrošniki zavedajo negativnih ekoloških in humanitarnih posledic, ki jih prinaša industrija hitre mode, se še vedno odločajo za nakupvelik razlog za to je cenovna ugodnost in dostopnost, prav tako pa v nalogi ugotovim, da je eden izmed razlogov zabava in užitek v nakupih hitre mode, saj ti ne zahtevajo velike zavezanosti ali tveganja. Kot pozitivno posledico hitre mode izpostavim dostopnost le-te vsem družbenim razredom, vendar pa ob tem postavljam vprašanje, ali je takšno brisanje razrednih razlik zgolj navidezno.This thesis deals with the transformation of the fashion industry, which is characterized by accelerated changing of fashion trends. In my thesis, I assume that mediatization and the digital age play an important role in the success and ubiquity of fast fashion, as comprehensive information technology has greatly accelerated the distribution of fashion and fashion trends. Firstly, I will look at fashion from an aesthetic standpoint, then I will place fashion as a system of production and distribution in time and space. I will highlight various theories of fashion distribution, as they are also of great importance for promoting fashion trends. I will try to confirm my assumption that mediatization contributes significantly to this through the literature and research of key authors, and I will also highlight the psychological aspect of consumer behavior in fast fashion and the hedonic pleasure fast fashion brings to the consumer. Despite the fact that many consumers are aware of the negative ecological and humanitarian consequences of the fast fashion industry, they still choose to consume ita big reason for this is the affordability and accessibility, but also, one of the findings of this thesis is that fun and enjoyment play a big role in fast fashion purchase decisions as these do not require much commitment or risk. As a positive consequence of fast fashion, I point out its accessibility to all social classes, but at the same time I pose the question whether such erasure of class differences could be only superficial and surface-level