We started our group cultural code from puppets, goulash, cartoons, etc. Rather than figuring out the cultural code with metaphor, in the end, we came to functionality.
The functionality in fashion world is rooted in Czech people’s daily lives two decades ago. Before the revolution in 1989, under the rule of Communism, people dressed according to clothes’ practicality. Communism supports the core value of “being equal” and everything should be cheap. In other words, brands and to be good-looking are not their most important concerns during clothes purchasing, because everyone should dress according to what they need and where they work.
For example, men rarely wore T-shirt and jacket in the past. However, they usually just wore overall, which is easier for them to work in the factory or farm. Also, for women, they often wore scarves, which helps to prevent dirts during working. So, before the revolution, on the one hand, Czech people didn’t have a lot of choices for clothes. On the other hand, their mindset and the culture indicated them to dress functionally and practically.
With the twenty-one years development till now, people have gained a lot of freedom for purchasing clothes and other fashion products. But it’s hard for them to change their shopping habits and mindsets immediately, especially for old generations. Most Czech people still live in small towns. It’s not that convenient to reach a lot of international brands. Also, according to the average income in Czech, a large number of people can’t really afford them. So they are loyal to local brands, markets and independent shops and functionality is still the key factor they will take into account during purchasing. In some sense, international fashion brands are just a symbolism of free market after revolution.
Everyone we’ve talked to has stressed the divide between the old generation and the new generation. Not only do these two groups of Czech people have different memories of the change in the country, but they have vastly different perceptions on fashion and shopping. The older generation is very traditional. They are loyal to local markets and shops. They don’t see the need to change their habits and don’t have an enormous desire to buy expensive fashion. The younger generation, however, is slowly but surely adapting to the new shopping experience. Hypermarkets and mega-malls are attracting more and more people as the younger Czech generation is becoming more interested in name-brand clothing. Young girls enjoy getting together with their friends and going shopping for a day, while the older generation still prefers shopping in local markets by their homes.
Sitting outside of Tesco, Lisa noticed something that contributed specifically to the culture code we chose. The Czech consumer’s process of leaving the Tesco was pretty unique. As many people exited the store, they immediately reorganized their purchases, and analyzed everything they had bought that day. We thought this routine action was really interesting because Czech people spend so much time choosing products pre-purchase, and now they were still analyzing those purchases even after they had been made. The shoppers would come out, look at their receipt, and refer back to the things that they bought one by one. One older man even stopped, took his glasses out of his case, looked over his receipt for about ten minutes, took them off, put them in the case, and then carried on with his day. This man probably brought those glasses along with him for exactly that purpose, which means that he does it every time he goes shopping. From these observations, we came up with the subject of Czechs as very price sensitive and interested in quality. Czech people will only buy something if the product’s inherent value is worth just as much, if not more, than the price that they are paying. It’s not that Czechs won’t pay a lot of money for something, but when they do, they will be sure that what they are buying is worth every crown it costs. As we learned through conversation with some of the staff at Garp, once a year, there is a huge sale for designer labels that Czech fashion magazines create special issues for. In these magazines are coupons for these sales. Czech consumers interesting in buying high-end brands will often wait all year for this sales period because it is when they will get the best deal.
It was interesting to understand Czech’s without knowing the language, but we used our resources with the English-speaking people at the agencies we visited and our assistant Honsa. Through our discussions with those people we realized a huge difference in American culture and Czech culture when it comes to brands. In the suburban America we know well it is common for people to buy a North Face just to buy a North Face. When it comes to Czech culture they care more about the price, quality and functions a jacket would perform for them. If it happens that North Face fits all the things they are looking for then so be it, but brand is not a primary part of their choices.
Czech people dress for the specific occasion they will be in. First and foremost, the weather condition and the amount of time they will be outside affects what they’re going to wear. Comfortable shoes are necessary if the walk to work is a long one. They’ll put on a coat if it’s cold, and not worry about whether or not it 100% matches their ensemble. Men don’t wear nice jackets, blazers, or shirts unless they’re going to a wedding, funeral, or other dressy occasion. Since many Czech people own cottages for weekend excursions, mountaineering clothing stores are very popular. Therefore, the ridiculously expensive pieces of clothing that don’t really serve a purpose are disregarded. This might be why there are not a lot of fashion ads. The Czech people don’t need to purchase the clothing, so they won’t appreciate the ad. They dress for a very specific, functional purpose.
Another one of the major points we observed was that practicality if very important to Czechs. Practicality goes hand in had with functionality because Czechs want to purchase clothing that is not only functional in the sense that it works best for them but also what they buy and where they shop needs to be practical and convenient for them as well. Clothes that make day-to-day life easier and comfortable are essential, since walking and public transportation are popular in the Czech Republic, residents are going to want clothes and shoes that are comfortable for walking and traveling. It doesn’t make sense for Czechs to wear some of the trends that may be popular in other parts of the world because they are not practical for them.
However, just because the Czechs may not be following all the latest cutting edge fashions and trends, it doesn’t mean that they are not concerned with how they look. Czechs still want to look good and look put together. While we observed that Czechs walking down the street may not have been as chic and sophisticated as the trend setters in London, they still looked like they thought about what they put on in the morning. The main point to take away about Czechs and looking good is that they go about looking stylish in a different way than other cultures. Czechs are not going to follow trends that are not practical and functional in their day-to-day lives activities. Also they are not going to splurge on trends that are overly expensive either because spending a large portion of their income is not practical either. Czechs are concerned with being practical in their clothing choices but also concerned with looking and feeling good about what they wear.
Overall, our cultural code for fashion in Czech is functionality. In some sense, the role of functionality also explains why there is almost no fashion advertising in Czech Republic. In this small market, for Czech people, fashion doesn’t stands for brands, but functions.