Hitra moda v maloprodajnem okolju

delo diplomskega projekta

Klavdija Hötzl (Author), Bruno Završnik (Mentor)

Abstract

Hitra moda je v zadnjih nekaj letih doživela velik razcvet. S ponudbo oblačil po nizkih cenah in hitrem menjavanju trendov so ponudniki hitre mode dobili veliko pozornost odjemalcev, še posebej mladih žensk, ki so rade v trendu. Ker so uspeli skrajšati čas proizvodnje in dobave na minimum, lahko neprestano predstavljajo novosti na prodajnih policah, s čimer še bolj privabijo odjemalce. Porabnik namreč prav zaradi tega prodajalne obišče večkrat, da vidi, če je kaj novega na voljo. Prav tako zaradi nizkih cen odjemalec ne čuti nekega finančnega bremena ob nakupu tovrstnih oblačil, zaradi česar po nakupu ne čuti velike krivde. Nekateri pa ravno zaradi nizkih cen potrošijo preveč denarja in kupujejo impulzivno, kar pa vodi v negativne ponakupne posledice. Po drugi strani pa vse ni tako enostavno, kot se zdi. Ponudniki morajo biti ves čas v koraku s časom, da na policah predstavljajo le najnovejše trende, ki pa so lahko moderni zgolj malo časa. Prisiljeni so dobro spremljati povpraševanje in ob pravem času porabnikom ponuditi izdelek, ki si ga želijo. V ozadju vsega tega pa stoji mnnožična proizvodnja in maksimiranje dobička. Če želi ponudnik dati na trg nek izdelek po tako nizki ceni, mora dobavljati po zelo nizkih stroških, s čimer se proizvodnja seli v manj razvite države in se med drugim spodbuja nizko plačano delo. Poleg tega tudi kvaliteta izdelkov ni najboljša, saj so uporabljeni slabši materiali, da lahko proizvajajo s čim manjšimi stroški.

Keywords

prodaja;maloprodaja;potrošnja;kakovost;vedenje porabnikov;moda;hitra moda;

Data

Language:	Slovenian
Year of publishing:	2017
Typology:	2.11 - Undergraduate Thesis
Organization:	UM EPF - Faculty of Economics and Business
Publisher:	[K. Hötzl]
UDC:	658.8
COBISS:	12943644
Views:	1158
Downloads:	196
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Fast fashion in retail trade
Secondary abstract:	Fast fashion has seen a big development in the past years. With a big supply of clothes fused with low prices and rapid trend changing the fast fashion suppliers managed to receive the attention of a big group of customers, especially in the form of young women, who like to follow trends. Because of a shortened production time and lowering the delivery time to a bare minimum, the suppliers can constantly present novelties which allow them even greater attention. It encourages consumers to stop by the shops nummerous times to check if they have anything new to offer. At the same time, as the result of such low prices, the consumer feels almost no financial burden when buying said products and thus bears a minimum feeling of guilt, which often arises after purchasing new things, especially the more expensive ones. But it can also be a double-edged sword: low prices can lead some costumers into a shopping spree and they end up spending far more money than intended, thus triggering negative shopping aftermath. Things are not so simple for the suppliers after all. They have to constantly evolve, improve and renew their supply, which has to follow latest trends, that will only apply for a short amount of time. The suppliers are thus forced to closely observe the demand and choose the right time to offer their new product to the customers. In the background of all these actions is mass production and revenue maximization. If the provider wishes to place his product for such a low price, he first needs to cut his expenses dramatically, and is thus forced to move the production to less developed countries, where labor is much cheaper. Of course, such actions take a toll on product quality, because of the cheaper materials for production.
Secondary keywords:	retail;fast fashion;quality;expenditure;customer behaviour;
URN:	URN:SI:UM:
Type (COBISS):	Diploma project paper
Thesis comment:	Univ. v Mariboru, Ekonomsko-poslovna fak.
Pages:	II, 37 str., 5 str. pril.
ID:	10859349