A cross‐cultural comparison of style in Eastern European emerging markets

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.