DETERMINING THE CATEGORIES OF FASHION BY PRICE AND QUALITY FROM A CONSUMER POINT OF VIEW

The principal objective of this paper is to determine individual categories of fashion based on the attributes of price and quality with respect to their perception by young consumers in the Czech Republic. These categories are subsequently labelled and assigned the fashion brands available in the Czech market and their respective price level. The study builds upon qualitative research using ten focus groups on a sample of sixty college students majoring in economics. Overall, nine categories of fashion were defined: second hand, Vietnamese retail, discount shops, supermarkets, cheaper conventional fashion, expensive conventional fashion, boutique, luxury fashion and fashion designers. The terminology and classifications introduced by this paper may serve as a starting point for future researchers and contribute to the streamlining of further research.