prikaz prve stranice dokumenta Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?
  Download
PDF 1.79 MB
master's thesis
Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?
Split: University of Split, Faculty of economics Split, 2023. urn:nbn:hr:124:228598
Dodig, Katarina
University of Split
Faculty of economics Split

Cite this document

Dodig, K. (2023). Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode? (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:228598

Dodig, Katarina. "Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?." Master's thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:228598

Dodig, Katarina. "Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?." Master's thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:228598

Dodig, K. (2023). 'Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?', Master's thesis, University of Split, Faculty of economics Split, accessed 13 July 2024, https://urn.nsk.hr/urn:nbn:hr:124:228598

Dodig K. Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode? [Master's thesis]. Split: University of Split, Faculty of economics Split; 2023 [cited 2024 July 13] Available at: https://urn.nsk.hr/urn:nbn:hr:124:228598

K. Dodig, "Potrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?", Master's thesis, University of Split, Faculty of economics Split, Split, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:124:228598

Please login to the repository to save this object to your list.
Metadata
TitlePotrošačko ponašanje u industriji brze mode – Kako je pandemija Covid-19 utjecala na marketing i potrošnju brze mode?
Title (english)Consumer behavior in the fast fashion industry — How has the Covid-19 pandemic affected the marketing and consumption of fast fashion?
AuthorKatarina Dodig
MentorSilvia Golem (mentor)
Committee memberZoran Mihanović (član povjerenstva)
Committee memberMario Pepur (član povjerenstva)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2023-05-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ožujku 2020. godine, proglašena je globalna karantena – po prvi put od Velike gospodarske krize, industrija se našla u situaciji koja je tražila potpunu transformaciju poslovanja. Pad prodaje, gubitak potrošača i ostale negativne posljedice pandemije, nisu bile jedini problemi s kojima se modna industrija susrela. Modni trgovci su upali u takozvani „začarani krug“, gdje je nepoželjno vanjsko okruženje posljedično izazvalo unutarnje probleme. Zara i Shein – predstavnici brze mode, postali su primjer važnosti digitalne prodaje i brzine rudarenja podatcima modnih potrošača te su primjenom različitih marketinških aktivnosti uspjeli u rekordnom roku vratiti se na razinu prodaje prije pandemije. Novo „normalno“ zahtijevalo je i od potrošača da se prilagode i preispitaju način alociranja svojih prihoda. Većina teorija potrošačkog ponašanja kada primijenjene na modnoj industriji, zanemaruje specifičnosti brze mode kao zasebnog entiteta u kojem vrijede nešto drugačija pravila. Razumijevanje toga kako se ponašanje potrošača promijenilo nastupom pandemije, procjena je li ta promjena privremena ili trajna te kako su se te promjene translatirale na hrvatsko tržište, jedan je od ciljeva provedenog istraživanja. Kroz pet tematski podijeljenih poglavlja, nastoji se analizirati i opisati kako su se brzo-modna industrija, njeni predstavnici i potrošači „snašli“ u novonastaloj pandemijskoj situaciji te kako je Covid-19 utjecao na hrvatsko brzo-modno tržište.
Abstract (english)
In March 2020, a global quarantine was announced - for the first time since the Great Economic Crisis, the industry has found itself in a situation that required a complete transformation of established practices. The decline in sales, loss of consumers, and other negative consequences of the pandemic were not the only problems faced by the fashion industry. Fashion retailers fell into a so-called "vicious cycle" where an undesirable external environment, as a result, caused internal issues. Zara and Shein - representatives of fast fashion, became an example of the importance of digital sales and data mining. By applying various marketing activities, they managed to return to the pre-pandemic sales level in record time. The new "normal" also required consumers to adapt and rethink where they allocate their income. Most theories of consumer behavior, when applied to the fashion industry, ignore the specifics of fast fashion as a separate entity where slightly different rules apply. Understanding how consumer behavior changed with the onset of the pandemic, assessing whether this change is temporary or permanent, and how these changes translated to the Croatian market, is one of the goals of this research. Through five thematically divided chapters, an attempt has been made to analyze and describe how the fast fashion industry, its representatives, and consumers managed to "survive" the pandemic and how it has affected the Croatian fast fashion market in the long run.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:228598
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
RepositoryREFST
Created on2023-07-01 07:25:50