Through this project, we aim to explode the relationship between social media and the luxury consumption. We wanted to explore whether young people's love and pursuit of luxury goods is related to social media, and whether the Internet guide to luxury consumption has an impact on their cognition. Finally, we will study their point of view on luxury logos when they make a luxury consumption. We intended to use this project tell people about the phenomenon that more and more people buy luxury products blindly and the main reason is “that famous logos look expensive”.
In order to research those question, we intended to designed a questionnaire to understand young people's psychology of buying luxury goods, their views on logos, and the role of social media in their luxury consumption behavior. Then the answers to these questionnaires are integrated to explore the correlation between them.
Through the research of this paper, we found that luxury consumption is indeed understood and favored by more young people after the popularity of social media. Since the popularity of social media, people have more opportunities to know and purchase luxury products. However, only a small number of people have a preference for brand names. While some think that only the logo can show the value of the product itself, most people prefer the luxury style more than the pursuit of the logo. From our questionnaire, we can find that logo is important for young consumers, but more people think that logo is not as important as the design and creativity of the product itself.
- Project Supervisor
- Dr. Guido Alvarez
- Project Genre