Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 4 May 2021
Issue publication date: 1 March 2022
Abstract
Purpose
Although consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different market offerings including luxury products. While a plethora of scholarship efforts are evident in the extant literature in regards to luxury consumption, there is dearth of studies around how this is linked hedonism and ethnic consumers. Hence, this paper aims to fill a palpable gap in the literature by exploring the UK Black African women's taste for luxury fashion consumption.
Design/methodology/approach
The study is interpretive in nature with the use of 20 in-depth interviews conducted with Black African women through the use of snowballing and purposive sampling methods.
Findings
The study shows that the respondents' motivation for luxury consumption is driven by success and evolutionary motives, belongingness, societal pressures, cultural connection, anthropomorphism, consumer brand relationship and hedonism.
Originality/value
Apart from the theoretical implication of the study, which revolves around extending the discourse of taste in consumption and ethnic consumer behaviour, the paper will be greatly beneficial for marketing practitioners, especially in the area of segmentation, targeting and positioning vis-à-vis the marketing of luxury products.
Keywords
Citation
Emmanuel-Stephen, C.M. and Gbadamosi, A. (2022), "Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study", Journal of Fashion Marketing and Management, Vol. 26 No. 1, pp. 126-140. https://doi.org/10.1108/JFMM-05-2020-0079
Publisher
:Emerald Publishing Limited
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