The Synergy Between Luxury Fashion Brands and Slow Fashion Through the Eyes of Gen Z Consumers: A Study of Two European Countries

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F25%3A43927591" target="_blank" >RIV/62156489:43110/25:43927591 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.1007/978-3-031-96676-7_7" target="_blank" >https://doi.org/10.1007/978-3-031-96676-7_7</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-031-96676-7_7" target="_blank" >10.1007/978-3-031-96676-7_7</a>

Result language
angličtina
Original language name
The Synergy Between Luxury Fashion Brands and Slow Fashion Through the Eyes of Gen Z Consumers: A Study of Two European Countries
Original language description
The chapter investigates the synergy between luxury brands and slow fashion since both share several connections, primarily revolving around their focus on quality, exclusivity and sustainability. The synergy between slow fashion and luxury fashion brands lies in their shared commitment to producing high-quality, sustainable and ethically made clothing that provides long-term value to consumers. Even though not all luxury fashion brands fully adhere to slow fashion principles, and the extent of their commitment varies, increased pressures such as environmental regulations, brand reputation and consumer demand for sustainability may encourage more luxury fashion brands to adhere to these principles. The chapter investigates whether there is congruency between Gen Z consumers' sustainability values and their purchase behaviour and how it can potentially affect their attitudes towards sustainable luxury fashion brands. The empirical study was carried out in Czechia and Cyprus and revealed that although Gen Zers are the biggest advocates for sustainable fashion, they are also fast fashion consumers. Thus, the study explored this attitude-behaviour gap and the incongruency between sustainability values and consumer behaviour.
Czech name
—
Czech description
—

Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2025
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Book/collection name
The Evolution of Luxury Brands, Volume I: Industries and Markets
ISBN
978-3-031-96675-0
Number of pages of the result
26
Pages from-to
169-194
Number of pages of the book
348
Publisher name
Palgrave Macmillan
Place of publication
Cham
UT code for WoS chapter
001691440300007

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