Fast Fashion and How Gen Z Sees It: Is Social Media the Future of Marketing?

Váray Míra (2023) Fast Fashion and How Gen Z Sees It: Is Social Media the Future of Marketing? Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The chosen topic for this thesis is the marketing strategies used in the fast fashion industry and how those can be optimized in order to attract generation Z’s attention. The subject of following nowadays’ fast-changing trends, the visually satisfying clothing pieces, and being considered „trendy” and „cool” has been huge drivers and motivators of today’s society, especially those of the younger age. A big contributor to this is the rise of social media, and the increasing number of social media platforms. Expectations are getting higher and higher in every aspect. People feel the need to do more, be better, and most importantly, own more. It is becoming impossible to keep up with these new standards of the society. How social media affects young people psychologically is talked about a lot, but about the changes of consumer habits, not that much. This new phenomenon attracts a lot of studies that try to understand gen Z and the reasoning behind their actions. What are the marketing techniques that are present now, but weren’t in operation 30-40 years ago? How can brands stay relevant in the eyes of youngsters? Why is the fast fashion industry still so fruitful, despite all the scandals surrounding it? And how can brands and companies make the most out of this situation? This paper was written with the aspiration of finding the answers to all of these questions, all within the borders of Hungary, examining the habits of Hungarian consumers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	fast fashion, Generation Z, marketing, Social media, trend-cycles
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:06
Utolsó módosítás:	2024. Feb. 20. 15:06

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