CSR v módním průmyslu

The topic of the thesis is connected with sustainability and customer awareness in the modern fashion industry. Since it is one of the most polluting and resource-exploitative industries in the world, sustainable consumption of fashion items is needed as never before. The goal of the diploma thesis is to understand customers’ perception toward fast fashion, sustainable fashion and consumerism, which allows to mark what drives fast fashion industry and the potential for the development of sustainable fashion.In the first chapter of the thesis, the author examines the modern fashion industry, starting from its background and moving to the description of supply chains and current CSR practices of global fashion brands. The second chapter evaluates the fashion industry from the environmental, social, and human perspectives. In the third chapter, the author analyses sustainable fashion as an antidote of modern fashion business models. Finally, the last chapter is focused on the analysis of primary data, collected via the online survey and in-depth interviews. The major findings of this paper are that the modern fashion industry is mainly stimulated by affordable prices, trends, and social media. The main potential for the development of sustainable fashion is investing in functionality and exclusivity of clothing items.