To be or not to be-A study of luxury consumption

Abstract: AbstractThe fashion industry is today one of the most interesting, exciting and fast-moving industriesin the world. On the streets we can see people wearing all kind of brands, both fast fashionbrands and luxury brands. Some people mix different brands, while some people stick toeither fast fashion or luxury brands. Today people wear different brands to express theirpersonal style but also social and class relationships.The purpose of this study is to find out why some consumers prefer to purchase luxury brandsinstead of fast fashion and what added value is given to them so they choose luxury. It alsodeals with what kind of people purchase luxury brands and if there are any differences. Tosucceed with this study I have therefore made a qualitative study where interviews were madewith several store managers at luxury brand stores in central Stockholm and observations.I found from this research that the consumers of luxury brands purchase luxury because of thequality that they receive and the service. The consumers are very quality conscious andbelieve it is more sustainable to purchase something that has good quality than buyingsomething that is cheap with poor quality. They also choose luxury brands because ofexpertise from the personnel, and personal contact between the store assistants and theconsumer. Consumers purchase a whole concept when they choose luxury. They chooseluxury because of the experience they receive that cannot be given at fast fashion stores.I also found from this research that there is a mixture of consumers who purchase luxurybrands. There is all kind of consumers, everything from upper class, brat wannabes, andmiddle class, younger consumers to old grand parents. Some purchase luxury brands for thequality and some for the status it gives them.Besides of why consumers choose luxury brands and what consumers who actually purchase Ifound that consumer of luxury brands have changed in the past ten years. It used to be onlyupper class but more and more luxury brands have widen their target group by offeringproducts that are less expensive so more people can afford it, but still in the frame of what isluxury.Key definitions: Fast fashion, luxury brands, upper class, brat wannabes, and social class.