UNIFORMITY AND DIFFERENTIATION IN FASHION

Uniformity and Differentiation in Fashion

Abstract

Torn between socially-mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of Communism, fashion, led by Western brands, quickly conquered consumers, while local manufacturers started to offer quality goods. Exposure to Western brands and advertising affected consumer values: former collectivist values are gradually being replaced by individualism. These changes are occurring at different rates and vary in different market segments. Under these conditions, a study was conducted in Bulgaria, Hungary and Romania, comparing respondents on two dimensions of style: fashion-consciousness (capturing individualism) and dress-conformity (capturing collectivism). The findings support the hypothesis that fashion consciousness is highest for Westernized Hungarian respondents, who have the highest income and can afford fashionable clothing. Dress conformity was highest for Bulgarian respondents, who had setbacks in adopting a market economy and are less Westernized. The findings support demographic differences predictions: younger individuals are more fashion conscious than older individuals, whereas dress conformity is higher for older than for younger individuals. Finally, men are more fashion conscious than women. The findings on gender differences in dress conformity are mixed. Marketing implications of these findings and future research directions are discussed.

A Cross-Cultural Comparison of Style in Eastern European Emerging Markets

Introduction

Demand for Western fashion merchandise, particularly for well-known brands have increased dramatically with fall of communism in 1980 Central and Eastern Europe. This frenzy, however, did not last for long. While consumers have the wide variety of products to choose, they could not cope with little disposable income to spend after needs (Curtis, 1996). In fact, consumers in Romania consider that, while availability of products has increased, decreased affordability, and overall quality of life has deteriorated (Manrai et al., 1999). Foreign companies need to adapt their substantial marketing strategies (Simpson, 1996) taking into account evolving consumer behavior and market dynamics in these countries. Before fall of communism, consumers viewed in its most basic level: concept of brands and differentiation was the novel idea. Products were judged on features and benefits, and not on considerations related to mark (Curtis, 1996). Results of some research studies also indicate that significant differences in buying behavior of consumers in different countries of Central and Eastern Europe (Manrai et al, 1995; Lascu et al, 1994.).

The cultural capital refers to the nonfinancial corporate assets that can be educational or intellectual, which could promote social mobility beyond the economic means. The cultural capital is a sociological concept that has gained widespread popularity since it was first articulated by Pierre Bourdieu. Bourdieu and Jean-Claude Passeron first used the term "Cultural Reproduction and Social Reproduction" (1973). In this paper we tried to explain the differences in outcomes of children in France during the 1960's. It has since been elaborated and developed in terms of other types of capital in the forms of capital (1986), and in terms of higher education, for example, La Noblesse d'État (1996). For Bourdieu, capital acts as a social relation ...