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JOURNAL OF INTERDISCIPLINARY RESEARCH

those who cannot afford to buy clothes from designer stores.
Respondents agree that prices are relatively low and correspond
to the lower quality, but the stores definitely do not sell
fashionable or even original clothes.

“Clothes at discount stores are made completely without any
concept or imagination. Everyone who wears these clothes looks
the same. They certainly do not fulfil my idea of unique clothes.”

A very uncomfortable buying experience and poor atmosphere in
the stores are perceived as another disadvantage.

4) Supermarkets

Supermarkets were very often associated by respondents along
with discounts. Two groups, however, described them as a
separate category. The largest advantage reported by the students
was the availability of store, the possibility of parking, as well as
a buying process that is not time-consuming. We may conclude
that customers are attracted by the opportunity to combine
purchases of food and clothing.

“Me and my boyfriend, buy clothes only in supermarkets, when
we go to get groceries for the weekend. He always says that he
does not have the time to buy clothes elsewhere.”

Students usually buy clothes at Lidl and Tesco, specifically the F
& F brand. They, however, judged this brand to be of a higher
quality and thus more expensive than the usual goods that are
sold in supermarkets. This conclusion is supported by research,
including business students in the UK. The research showed that
students have a rather indifferent relationship with clothes from
supermarkets, but those who buy the F & F brand consider it
very good (Harradine and Ross, 2011). We can, therefore,
conclude that the F & F brand is considered to be better than
other brands distributed by supermarkets. Among the
disadvantages of supermarkets, students often mentioned a
relatively narrow range of clothes and unskilled staff.

5) Cheaper conventional fashion

Shops belonging to this category are located mostly in shopping
centres. These are brand retail chains that are available in a
variety of countries. According to focus groups, students most
often buy clothes in this category of stores. They admit that the
clothes are not of a very good quality, but they are relatively
cheap and considered trendy.

“The quality of the clothes is not the best, but I cannot afford
anything more expensive since I am a student.”

“The clothes are fashionable and thanks to the lower price you
can replace it every season, and be always stylish.”

These statements reflect the current trend of very frequent
clothes swapping (Sull and Turconi, 2008). On the positive side,
respondents evaluated these store environments as pleasant, and
they highlighted the possibility to have loyalty cards and return
non-fitting clothes. The downside of this type of fashion
distribution, besides its quality, may be the reluctant staff and
large numbers of examples of one type of clothing.

6) Expensive conventional fashion

This category is very similar to the previous category, in terms
of location – the shops are located in shopping centres as well.
However, according to students, the prices and quality are higher
and thus this category is treated as a separate type of fashion.
Respondents agree that they do not buy clothes belonging to this
category very often because they perceive the merchandise as
being a little too expensive. According to the students, the range
of clothes offered by these shops is more suitable for working
people who are concerned about how they look.

“These stores really attract me, but they are a bit too expensive.
Sometimes I buy something in there but only discounted
products.”

The positive attitude of young Czech people towards discounts
was also confirmed by Kvapilová Krbová (2016). In general,
respondents rated this category of fashion as providing quality
goods with fashionable designs for an appropriate price and
described the shopping environment as more pleasant than in the
previous categories. Students perceive the volume as a
disadvantage and possibly socially irresponsible and
environmentally unfriendly production.

7) Boutique

Boutiques may be characterized as small independent stores that
offer smaller collections of clothing at prices ranging in
thousands of Czech crowns. It is very unusual for students to
seek out and visit boutiques.

“Boutiques are meant for people who want to look luxurious, but
do not have that much money.”

Respondents believe that prices in boutiques do not completely
match the quality. And the very process of purchase is not seen
as optimal by the young generation.

“I am uncomfortable that staff constantly monitors me and asks
what I want." For the older generation, it is probably nice that
staff cares for them, but I prefer handling it myself. I feel freer.”

On the other hand, respondents agree that the clothes sold by
boutiques are original, the staff is well educated and they also

appreciate the after purchase service which includes custom
tailoring and an easy return policy.

Tab. 3: Classification of fashion brands into identified categories (Source: author)

second hand

discount shops

supermarkets

cheaper

conventional

expensive

conventional fashion

boutique

luxury fashion

fashion

designers

Aukro

Ebay

Tesco- F&F

Kenvelo

Zara

Louis Vuitton

Beata Rajská

Vinted

Aliexpress

Lidl

New Yorker

Bershka

Bandi

Prada

Tatiana

Kovaříková

Pepco

Glóbus

Reserved

Bushman

Blažek

Versace

Liběna

Rochová

Kik

Albert

C&A

Funstorm

Luggi

Dolce Gabbana

Blanka Matragi

Gate

H&M

Billabong

Steilmann

Dior

Cropp

Mango

Bogner

Terranova

Marks&Spencer

Gant

Gucci

Time out

Camaieu

Guess

Tako

House

Pepe Jeans

Armani

Oodji

Promod

Desigual

Burberry

Contessa

Lacoste

Orsay

Diesel

Chanel

Tally Weijl

Lindex

Replay

Calvin Klein

Levis

Herme´s

Nike

Michael Kors

Adidas

Tommy Hilfiger

Puma

The north face

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