Investigating consumers' brand desirability of “upcycled” luxury: the many faces of designer facemasks

Phau, Ian; Akintimehin, Olamide and Lee, Sean (2022). Investigating consumers' brand desirability of “upcycled” luxury: the many faces of designer facemasks. Journal of Fashion Marketing and Management: An International Journal (Early Access).

DOI: https://doi.org/10.1108/JFMM-11-2021-0296

Abstract

Purpose
The purpose of the study is to investigate the effect of terminal and instrumental values on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

Design/methodology/approach
A quantitative approach was adopted in this study, and data were collected via an online consumer panel from 390 existing Australian luxury consumers, aged 18 and above. Stimuli that represented the two upcycling conditions (remnants and past collections) and a control condition (generic product) from an actual Burberry-branded facemask were designed for the study. The collected data were analysed using the least partial square and multi-group analysis of the structural equation model

Findings
The findings indicate that consumers do not perceive Burberry facemasks made from upcycled remnant materials and previous collections have superior aesthetic or self-expressive benefits to them when compared to the generic Burberry masks. In the same vein, both upcycled categories do not provide superior instrumental values through economic benefits or safety when compared to the generic Burberry masks. Hence, terminal and instrumental values had no influence on the attitude and brand desirability for upcycled luxury designer facemasks, in relation with generic luxury designer facemasks.

Practical implications
The results indicate that strategies will have to be better designed to have a balance between safety features (as opposed to fashion) and luxury desirability of the brand to better capture the market for difference consumer values for the facemasks. As this is a relatively low involvement product, the pricing strategies must be re-evaluated.

Originality/value
This study offers empirical support for the proposition that different upcycling methods in the name of sustainable practices may have different functions for different consumer values in luxury marketing implementations. For the choice of facemasks during the COVID-19 pandemic, it provides empirical evidence for consumer choice for the different types and how it can be used to elevate luxury brand desirability.

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About

  • Item ORO ID
  • 83940
  • Item Type
  • Journal Item
  • ISSN
  • 1361-2026
  • Keywords
  • Terminal values; instrumental values; attitudes; brand desirability; upcycling
  • Academic Unit or School
  • Faculty of Business and Law (FBL)
  • Copyright Holders
  • © 2022 Emerald Publishing Limited
  • Depositing User
  • ORO Import

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