Att konsumera lyx utan att visa det
(2025) SEMK65 20251Department of Service Studies
- Abstract
- In this bachelor's thesis, we examine how consumers use masstige brands in their identity construction. The aim is to gain a deeper understanding of how consumers interact with masstige brands and how these interactions are used to express an identity associated with luxury. Through a qualitative approach, we conducted semi-structured interviews as well as go-along observations to gain insight into consumers' interactions with Arket—not only through their own narratives, but also by observing how these interactions unfold on site.
The thesis is based on theories of identity, brand relationships, and cultural capital. The analysis is thematically divided into three main areas: the store environment, the use of clothing, and the social... (More) - In this bachelor's thesis, we examine how consumers use masstige brands in their identity construction. The aim is to gain a deeper understanding of how consumers interact with masstige brands and how these interactions are used to express an identity associated with luxury. Through a qualitative approach, we conducted semi-structured interviews as well as go-along observations to gain insight into consumers' interactions with Arket—not only through their own narratives, but also by observing how these interactions unfold on site.
The thesis is based on theories of identity, brand relationships, and cultural capital. The analysis is thematically divided into three main areas: the store environment, the use of clothing, and the social context. The results show that the masstige brand Arket is used as a means to express a discreet form of luxury, and that it is within the interaction that identity is created. It becomes evident that consumers attribute emotional and social values to the brand, which strengthens the relationship with the brand and their own identity project. The clothes are not only used as objects but also as tools to signal a desired lifestyle to others.
This study contributes with a deeper understanding of how masstige consumption can function as a way to build and express an identity that exudes luxury, without relying on visible brand symbols or traditionally high price tags. In summary, the study shows that the interactions with Arket take place through the physical space, the products, and the social context, all of which interact in the consumer's identity construction. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9209185
- author
- Gorthon, Clara LU and Nyström, Siri
- supervisor
- organization
- course
- SEMK65 20251
- year
- 2025
- type
- M2 - Bachelor Degree
- subject
- keywords
- masstige brands, consumer identity projects, brand relationship, symbolic captial
- language
- Swedish
- id
- 9209185
- date added to LUP
- 2025-08-04 11:30:22
- date last changed
- 2025-08-04 11:30:22
@misc{9209185,
abstract = {{In this bachelor's thesis, we examine how consumers use masstige brands in their identity construction. The aim is to gain a deeper understanding of how consumers interact with masstige brands and how these interactions are used to express an identity associated with luxury. Through a qualitative approach, we conducted semi-structured interviews as well as go-along observations to gain insight into consumers' interactions with Arket—not only through their own narratives, but also by observing how these interactions unfold on site.
The thesis is based on theories of identity, brand relationships, and cultural capital. The analysis is thematically divided into three main areas: the store environment, the use of clothing, and the social context. The results show that the masstige brand Arket is used as a means to express a discreet form of luxury, and that it is within the interaction that identity is created. It becomes evident that consumers attribute emotional and social values to the brand, which strengthens the relationship with the brand and their own identity project. The clothes are not only used as objects but also as tools to signal a desired lifestyle to others.
This study contributes with a deeper understanding of how masstige consumption can function as a way to build and express an identity that exudes luxury, without relying on visible brand symbols or traditionally high price tags. In summary, the study shows that the interactions with Arket take place through the physical space, the products, and the social context, all of which interact in the consumer's identity construction.}},
author = {{Gorthon, Clara and Nyström, Siri}},
language = {{swe}},
note = {{Student Paper}},
title = {{Att konsumera lyx utan att visa det}},
year = {{2025}},
}