Inside the Study
How the survey, focus groups and interview were carried out, and what they found.
Consumer survey responses
Focus groups
Luxury industry interview
Academic sources
Exploratory mixed-methods research; findings should not be generalised to all luxury consumers.
The Methodology
Survey
104 consumer responses gathered online through Instagram, LinkedIn, Reddit, WhatsApp and personal networks. The data offers exploratory evidence about respondents’ perceptions, not a representative estimate for all luxury consumers.
Focus groups
Three groups with approximately 4–5 participants each explored definitions of luxury, craftsmanship, heritage, status, identity, social media, exclusivity and experience.
Industry interview
One semi-structured interview with Ritu Sikka, Store Manager at Louis Vuitton, Delhi, India. This adds one industry perspective, not a representation of all luxury professionals or brands.
Secondary research
Academic literature on authenticity, luxury value, craftsmanship, heritage, identity, status, experience and social media positioned findings in relation to existing scholarship.
The qualitative material was analysed thematically. Findings were compared across focus groups and the industry interview, then triangulated with survey results and academic literature.
The Survey Findings
89%
Craftsmanship is important in determining luxury.
92%
Handmade or artisan production increases perceived value.
92%
Heritage/history contributes to luxury status.
89%
Willing to pay more because of craftsmanship/heritage.
93%
Status, identity and social prestige influence perceptions.
73%
Identified Instagram as a luxury-fashion discovery source.
52%
Identified influencers/celebrities.
51%
Identified friends/family.
59%
Luxury can still be perceived with little craftsmanship or historical heritage.
The 59% finding: valued by most, but not required by all.Primary consumer survey · n=104 · Exploratory findings
The Seven Final Themes
- 01
Craftsmanship as Product Substance
- 02
Heritage as Authenticity & Legitimacy
- 03
Luxury as Symbolic Identity
- 04
Digital Visibility & Desire
- 05
Experiential & Personalised Luxury
- 06
Reconstructing Exclusivity
- 07
Communicating Invisible Luxury Value
Four Higher-Order Themes
- Sustaining Luxury Through Authentic Value
- Luxury as Symbolic Self-Expression
- Digital Culture Redefining Luxury Access
- Personalisation as the Next Layer of Luxury
Luxury Value Is Built Through Combination
Traditional value
Craftsmanship + Heritage + Quality + Authenticity
Symbolic value
Identity + Status + Prestige + Belonging
Contemporary value
Experience + Personalisation + Digital Discovery + Cultural Relevance
This model is an interpretive research framework, not a universally validated mathematical formula.
What the Study Can and Cannot Tell Us
- Online recruitment through social platforms and personal networks can create sample bias.
- The 104-response sample is exploratory and not representative of all luxury consumers.
- The industry perspective is based on one professional interview.
- The study focuses on consumer perceptions rather than longitudinal or observed purchasing behaviour.
- Focus groups explain differences in meaning but do not establish their prevalence in the broader population.
These limitations define the conclusions that can responsibly be drawn and indicate areas for future research.
EXPLORE THE ACADEMIC REFERENCES