SLOW FASHION CONCEPT AS A BASE OF A SUSTAINABLE DEVELOPMENT IN THE FASHION INDUSTRY

U diplomskom radu razradit će se koncept spore mode kao alternativa prevladavajućem brzom modnom konceptu, s naglaskom na postizanje održivosti u svijetu konzumerizma današnje modne industrije. Usporedit će se karakteristike oba koncepta na temelju ključnih elemenata održivog razvoja, ali i sagledati implementacija spore mode s gledišta proizvođača i potrošača. Analizirat će se poslovni modeli oba koncepta i njihova profitabilnost, ali i današnje ponašanje i potrebe potrošača na temelju anketnog upitnika na uzorku studenata prve i druge godine diplomskog stručnog studija. Istražit će se što povećava namjeru potrošača da kupi i plati veću cijenu za proizvode proizvedene u konceptu spore mode, te razinu interesa i osviještenosti oko održivosti današnje modne industrije. Budući da danas ne postoji izravno objašnjenje koncepta spore mode, te kako bi poslovanje Slow Fashion tvrtke trebalo voditi svoj posao, u ovome radu predstavit će se neke ključne karakteristike koncepta, te kako bi takav model poslovanja doprinio održivosti današnje modne industrije. Zaključak rada je da bi spora moda mogla predstavljati odgovor za održivu modnu industriju, ako se proizvođači i potrošači ponašaju u skladu s ključnim karakteristikama koncepta. Ključne smjernice spore mode odnose se na proizvodnju, potrošnju, dizajn, otpad, korištenje i ponovnu upotrebu te se odražavaju na kvalitetu proizvoda, svijest, integritet te kreativnost i raznolikost.In this graduate thesis, the concept of slow fashion will be elaborated as an alternative to the prevailing fast fashion concept, with an emphasis on achieving sustainability in the world of consumerism of today's fashion industry. The characteristics of both concepts will be compared on the key elements of sustainable development, but also understand the implementation of slow fashion from the point of view of manufacturers and consumers. Business models of both concepts and their profitability will be analyzed, as well as today's behavior and consumer needs based on a survey questionnaire on a sample of students of the first and second year of graduate professional studies. It will explore what increases consumers' intention to buy and pay a higher price for products produced in the concept of slow fashion, and the level of interest and awareness around the sustainability of today's fashion industry. Since today there is no direct explanation of the Slow Fashion concept, and how the business of Slow Fashion should run its business, this thesis will present some key features of the concept, and how such a business model would contribute to the sustainability of today's fashion industry. The conclusion of the thesis is that slow fashion could be the answer for the sustainable fashion industry if producers and consumers behave in accordance with the key characteristics of the concept. The key guidelines of slow fashion relate to production, consumption, design, waste, use and reuse and are reflected in product quality, awareness, integrity, and creativity, and diversity