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WOUGUIA_Lyticia_BachelorThesis_Final_2021.pdf
Bachelor thesis

Sustainability in fast-fashion : challenge for fastfashion industry in keeping generation Z (18 to 25 years old) loyal

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

135 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2021

English The aim of this research is to understand, investigate and analyse the purchasing behaviour of young consumers aged 18-25 years through sustainable development in the fast-fashion industry in Western Switzerland and to come up with some recommendations as the fast-fashion industry can change or adapt in order to keep their young consumers loyal. Indeed, the generation Z (young individuals aged between 18 to 25) is becoming increasingly aware of the negative effects that the fast-fashion industry has on the planet. But is the generation Z, really ready to abandon the comfort offered by fast-fashion? If so, what sustainable actions does the fast-fashion industry need to take, to keep their young customers loyal? In order to best achieve the research objectives, a mixed approach (both quantitative and qualitative) was used. The primary target of this research within the fast fashion industry, were customers aged between 18-25 years old, based in the French-speaking part of Switzerland. And the secondary target being fast fashion retailers, secondhand/ vintage retailers, the environmentalist people and the influencers based in Switzerland. Data collection was based on exploratory framework (literature review), surveys and interviews. The majority of the surveyed population have stated that they are ready to stop consuming fast-fashion. Indeed, if the fast-fashion leaders do not take measures to reduce their CO2 consumption, consequently, they risk to lose their credibility and popularity with one of their biggest consumers which is generation Z. Effectively, the results showed that things have to change and the fast-fashion industry has to take more into consideration, the dissatisfaction of their young customers and change/adapt their sustainability actions. To this end, several recommendations have been made to the fastfashion industry to help them establish/adapt more sustainable actions, in order to meet the needs and expectations of generation Z who want to have more eco-friendly clothing. The recommendations proposed, would also allow the fast-fashion industry to gain popularity and credibility with these young consumers, which will lead to an increase in turnover, market share and customer retention. The generation Z aged between 18 and 25 years old will finally be able to combine their pleasure and passion for fashion and their desire to live in an eco-friendlier environment.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/global/documents/319796
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