Manrai, Lalita A.; Lascu, Dana‐Nicoleta; Manrai, Ajay K. - In: International Marketing Review 18 (2001) 3, pp. 270-285
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...