Re: crafting luxury - The value of luxury craftsmanship from Boomers and Millennials' point of view
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School of Arts, Design and Architecture |
Bachelor's thesis
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Date
2024
Department
Major/Subject
Major of Designen
Mcode
Degree programme
Bachelor's Programme in Design
Language
en
Pages
63 + 18
Series
Abstract
Luxury fashion design (LFD) is founded on specific values that contribute to its exclusivity and are communicated to customers. While each luxury fashion brand has its own set of values, three core values—history, craftsmanship, and design identity—are integral to purchasing and consuming luxury fashion goods. Understanding these values is crucial as they drive consumer behaviour in the luxury market. This topic is important because it highlights how these values influence buying decisions, which is essential for luxury brands to adapt and thrive in a competitive market. This study aims to examine the relevance of craftsmanship, one of the core values of LFD, among consumers from two generations: Boomers and Millennials in Latvia. The motivation behind the study is to understand the key reasons for purchasing luxury goods and whether craftsmanship remains a significant factor. This purpose differs from other studies by focusing on generational differences within a Latvian context, providing unique insights into the evolving luxury market. The research methodology employed qualitative methods, including semi-structured interviews and design probes, to gather in-depth insights. The study focused on two distinct generational cohorts: Boomers and Millennials in Latvia. Thematic analysis and In-Vivo coding were used to analyze the data, ensuring a comprehensive interpretation of consumer attitudes towards luxury craftsmanship. While the scope of the study is limited to these two generations within the Latvian luxury market, the findings provide valuable insights into the relevance of craftsmanship in luxury fashion. The research identified eight key characteristics of LFD and highlighted the duality of craftsmanship, alternating between mystery and transparency. Notable generational differences emerged: Boomers mainly associate luxury with status symbols, while Millennials prefer authenticity and community-driven values. Although craftsmanship still holds significant influence, its role in driving luxury purchases has evolved, reflecting the shifting preferences of modern consumers. These findings provide a nuanced understanding of how different generations perceive and value craftsmanship in luxury fashion. The study's findings not only reveal the changing landscape of luxury fashion but also provide practical implications for brands to adapt to evolving consumer values. The research suggests that luxury brands should prioritize social responsibility and sustainability alongside craftsmanship to resonate with modern consumers. Furthermore, promoting community engagement and adjusting educational programs to foster interdisciplinary collaboration in design education are recommended strategies. These insights offer actionable recommendations for brands to remain relevant and competitive, contributing to a broader understanding of consumer behaviour in the luxury market.Description
Supervisor
Person, OscarThesis advisor
Jeong, RebeccaKeywords
introduction, literature review, methodology, findings, discussion, conclusion