ESCP Europe

Item type

Study and report

Dissertation

• MIM Master in Management Grande Ecole

Language

English

Publication date

2024

Contributors

Heilbrunn, Benoît (1969-) - Professeur à ESCP Business School. Research Director

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.