The object of my study is to explore the concept of ´´good´´ clothes according to the consumer. My research aims to find if there is a relationship between slow fashion - an approach to clothing production and consumption, emphasizing quality, durability, and ethical practices to reduce environmental impact - and what consumers think to be ´´good´´ clothes - that have a desirable quality to the consumer. I will base my theoretical argumentation on sustainable consumption theory and lifestyle politics. I will conduct qualitative sociological research with in-depth interviews of university students of Charles University Prague between 18 and 30 years old. They usually have the financial freedom to buy clothes for themselves and represent an age group whose consumption will have a large impact in the future. The interviews are based on the analysis of consumer preference - factors such as price, sustainability, durability, style, ethical production, and emotional value of the clothes are being explored. The interviews are conducted in the Czech Republic. My expected contribution is to provide insights for fashion brands and policymakers to better align their strategies with consumer preferences, thereby fostering more environmentally friendly practices and products.
- zadáno vedoucím/školitelem