Hedonism and luxury fashion consumption among Black African women in the UK: an empirical study

Abstract

PurposeAlthough 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/approachThe 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.FindingsThe 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/valueApart 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.

Antecedents to the conspicuous consumption of luxury fashion brands by middle-income black South Africans

“…Some consumers are motivated to consume luxury brands due to their perceived superior quality (Amatulli and Guido, 2011). A more recent study by Emmanuel-Stephen and Gbadamosi (2022) unpacked hedonism and luxury fashion consumption among black African women in the UK. The study acknowledges that although consumption is a global phenomenon, it exhibits a high degree of variety with respect to a wide range of variables, including culture, gender and ethnicity.…”

“…Eastman and Eastman (2015) posit that internal factors refer to the hedonic value consumers derive from luxury status brands. Some scholars argue that this is the emotional benefit consumers receive from consuming luxury brands and includes personal rewards such as sensory pleasure and fulfilment (Wiedmann et al, 2009;Emmanuel-Stephen and Gbadamosi, 2022). On the contrary, external factors have no emotional benefit consumers receive from consuming luxury brands and do not include personal rewards such as sensory pleasure and fulfilment.…”

“…Hedonic motives occur when one consumes luxury status goods due to their sensory and emotional qualities and not for their functional benefit. These consumers are even prepared to pay a premium price for the emotional benefit received from luxury brands (Amatulli and Guido, 2011;Emmanuel-Stephen and Gbadamosi, 2022). The perfectionist motive may be likened to the degree to which a luxury good is perceived as premium quality relative to non-luxury brands (Eastman and Eastman, 2015).…”

The metaverse experience in luxury brands

“…, 2021). One of the main values offered by luxury brands is hedonism (Emmanuel-Stephen and Gbadamosi, 2021; Martin-Consugegra et al. , 2019; Duong and Sung, 2021).…”

“…The luxury fashion market is interested in value co-creation and strives to provide strong value to consumers (Choi et al, 2015;Lim et al, 2021). One of the main values offered by luxury brands is hedonism (Emmanuel-Stephen and Gbadamosi, 2021;Martin-Consugegra et al, 2019;Duong and Sung, 2021). Fashion products have personal and imperceptible features that can satisfy consumers' empirical needs such as satisfaction and fun (Holbrook and Hirschman, 1982;Mano and Oliver, 1993), which suggests that hedonism is an important value in forming relationships with brands (Holbrook and Hirschman, 1982;Martin-Consuge et al, 2019).…”