Нагласи на поколението Z за работа в компании от индустрията на бърза мода в България
GENERATION Z’S ATTITUDES TOWARDS WORKING IN FAST FASHION COMPANIES IN BULGARIA (INDITEX, H&M, LC WAIKIKI)

Summary/Abstract: Generation Z are steadily entering the job market. One of the preferred spheres for career start, which can be combined with the studies at the university and their personal life, is the fast fashion. The aim of this survey is to understand the Generation Z’s attitudes and expectations towards the job in the biggest fast fashion companies by revenue, operating in Bulgaria (Inditex, H&M Group и LC Waikiki). Three focus groups with representatives of Generation Z, employed in the fast fashion sphere in Bulgaria are examined. The results are they prefer working in a place that has clear communication between employees, standards for the job, flexible schedule, career opportunities and the possibility to take part of making business-related decisions. Because businesses want to retain people form Z, they need to adapt to the new environment.

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