Are you one of those who believe that luxury customers are people swearing to a hedonic lifestyle? You are partly right. But if you believe that such lifestyle comes with a superficial happy-go-lucky-attitude and little care for social values, this study suggests that you might be wrong.
The study conducted by researchers from Seoul National University and Pai Chai University illustrates that the luxury customer value represents a complex structure composed of utilitarian, hedonic, symbolic and economic values.
Whereas the utilitarian value includes excellence and functional values - which we at Vakigrad call product quality for longevity - and the hedonic value encompasses aesthetic, pleasure and experiential values, such as, timelessness for style; social values are part of the symbolic value.
To sustainable fashion pioneers and Vakigrad sustainability is a social value we hold very dear. That’s why Vakigrad has the highest ambition to design and make superior sustainable leather goods. Just to prove you wrong, that luxury customers actually do care - as do you.
