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UAL Research Online

Experiences of self-gifting luxury fashion during the COVID-19 pandemic

Alloub, Samiha and Cili, Soljana (2025) Experiences of self-gifting luxury fashion during the COVID-19 pandemic. Fashion, Style and Popular Culture. ISSN 2050-0726

Type of Research: Article
Creators: Alloub, Samiha and Cili, Soljana
Description:

Consumer behaviour is known to change during trying times as consumption has implications for the self. In fact, the beginning of the COVID-19 pandemic saw a rise in self-gifting. Adopting a psychological lens, this novel study explored females’ experiences of self-gifting luxury fashion during the pandemic. Given the under-researched area, an exploratory qualitative approach was adopted and interpretative phenomenological analysis was used to understand participants’ experiences. A homogenous sample of four females were interviewed using semi-structured interviews to elicit rich data. Findings demonstrated that self-gifting of luxury fashion during the pandemic was a complex phenomenon that seemed to contribute to participants’ psychological well-being. The discussion links and extends the literature on self-gifting, luxury consumer behaviour and consump¬tion during trying times. It highlights implications for academic research, indi¬viduals, brands and retailers.

Official Website: https://intellectdiscover.com/content/journals/10.1386/fspc_00292_1
Keywords/subjects not otherwise listed: luxury consumption, consumer behaviour, self and identity, self-continuity, terror management theory, psychological well-being, fashion psychology
Publisher/Broadcaster/Company: Intellect
Your affiliations with UAL: Colleges > London College of Fashion
Date: 30 January 2025
Digital Object Identifier: 10.1386/fspc_00292_1
Date Deposited: 25 Mar 2025 13:56
Last Modified: 25 Mar 2025 13:56
Item ID: 23724
URI: https://ualresearchonline.arts.ac.uk/id/eprint/23724

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