Library:
Paris Champerret
Madrid
London
Paris Montparnasse
Turin
Berlin
- Item type
- Study and report
- Dissertation
- Language
- English
- Publication year
- 2024
- Contributors
- Subjects
- MARKETING
This thesis project will examine literary resources and analyze in-depth consumer
interviews to better understand the role luxury fashion plays within the shaping and
expressing of personal identity and to unveil the complex dynamics of personal style.
This research encompasses branding, communication, consumer behavior, psychology
and sociology topics. First, a comprehensive literature review retraces the different
facets of brand and consumer identities, with rich references for brand identity and
social identity. Then, the research section provides new insights into the personal
identity aspect, leveraging qualitative methods through consumer interview analysis.
The interviews were conducted among young women who are luxury fashion
consumers. They investigate the relationship between luxury fashion, personality traits
and self-identity. This thesis aims at showing that fashion is an empowering means of
personal development and self-expression.
