16 Interview Transcripts
1. Gen Y Male 1
2. Gen Y Male 2 ________________________________________________________________________________________________ 198 3. Gen Y Male 3 ________________________________________________________________________________________________ 210 4. Gen Y Male 4 ________________________________________________________________________________________________ 228 5. Gen Y Female 1 _____________________________________________________________________________________________ 241 6. Gen Y Female 2 _____________________________________________________________________________________________ 258 7. Gen Y Female 3 _____________________________________________________________________________________________ 270 8. Gen Y Female 4 _____________________________________________________________________________________________ 283 9. Gen X Male 1 ________________________________________________________________________________________________ 296 10. Gen X Male 2 ________________________________________________________________________________________________ 309 11. Gen X Male 3 ________________________________________________________________________________________________ 321 12. Gen X Male 4 ________________________________________________________________________________________________ 335 13. Gen X Female 1 _____________________________________________________________________________________________ 349 14. Gen X Female 2 _____________________________________________________________________________________________ 364 15. Gen X Female 3 _____________________________________________________________________________________________ 375 16. Gen X Female 4 _____________________________________________________________________________________________ 385
189 Gen Y Male 1: [00:00:49] Well, I think that's a difficult thing to describe. I guess I'm generally someone who prefers understatement. So it doesn't really have to be very flashy or anything. And I'd say that quality for me personally, let's say lifestyle wise, is more important than branding. So I would rather spend money on a good quality product, but it wouldn't actually have like a huge brand sign on there.
Interviewer: [00:01:14] Why do you think the quality is more important than branding for you?
Gen Y Male 1: [00:01:19] Because if I'm spending money on something that was expensive, obviously, I want it to be lasting me for a long time. And then I don't really care what it has like brand wise on there. But instead I want the product to have a good feel, to like feel that I'm making a purchase that I'm not saying it lasts a lifetime, but it's more like a long term perspective. That's why I think for me personally, quality is much more important than branding.
Interviewer: [00:01:46] So a luxury for you is like a long term investment in some way?
Gen Y Male 1: [00:01:50] It is. It is in the sense that I want it to last, because you're buying something very expensive and in turn, you're kind of expected to last for as long as possible because you're buying a more superior product in that sense.
Interviewer: [00:02:04] OK. So you would say that like functionality is more important to you as well than like style and design etc?
Gen Y Male 1: [00:02:13] Yeah, I think for me personally, I think yeah. Because what happens with style right is that it changes depending on what age group you look at and what are the current trends in the fashion industry, for example, are. And I think there are some certain items that they kind of stay timeless. I would say. And that's something I would rather look for than always finding the newest trend or the newest fad.
Interviewer: [00:02:38] If you had to name five luxury brands which ones come to your mind first?
Gen Y Male 1: [00:02:43] Well, I think it would be Hermes, Louis Vuitton, Rolex, Ives Saint Laurent, and probably Gucci.
Interviewer: [00:02:53] Which one is your favorite?
Gen Y Male 1: [00:02:56] I like Louis Vuittion. But I am also a big fan of Rolex, so it's just I think it's hard to have one pure favorite. because they often are in very different segments and that sense quality wise I think I would go towards Hermes, I think thats like my most favorite.
Interviewer: [00:03:14] So why do you like LV?
Gen Y Male 1: [00:03:19] I think its not just LV I like, I like the kind of the whole story behind it. The business behind it and all that, all the different different fashion houses and the Haute Couture. But the reason why I like LV or why I started liking it was when I first saw like the huge travel bags they had.
And I thought they looked really, really cool. I think those those back then, they weren't as flashy as they might be now. And it just seemed like a really nice looking and a product that portrays kind of genuine craftsmanship. And that's kind of how I started liking it and discovered this for myself.
190 Interviewer: [00:03:56] What do you like about your history? You mentioned their history and couture.
Gen Y Male 1: [00:04:01] Yeah, I think I think because there's a rich history behind it. I think because it's not some like not saying it's a bad thing, but it's got some some start up, or some recent brand. But it's been around for a couple of years already, 30, 40, 50 years. And I think that's for me, that is sort of more enticing it because you obviously also have vintage pieces. And it's kind of interesting to see how the brand kind of transforms from, let's say back in a day or to nowadays to more a more modern lifestyle.
Interviewer: [00:04:29] OK, so do you perceive LV as innovative?
Gen Y Male 1: [00:04:34] I think it's innovative in that sense that it manages to constantly adapt to a changing market environment and changing surroundings. And really discovers that the different kind of target groups it goes for. I mean, obviously at the moment the rise of Asia or China as well. There are those kind of clients that become much more important for LV, because it's a huge market, right?
And so they will obviously have to adapt to it the products that they offer and sell. So im that sense yes.
I am sure they are innovative. But at the same time, they yeah, they still kind of have the tradition they bring with it.
Interviewer: [00:05:12] So if you think of LV, like what do you associate with the brand?
Gen Y Male 1: [00:05:22] So in terms of words I would say kindness and elegance. That's for me like the biggest thing. It's also sort of a statement for sure. I think people that buy LV also buy it because they like to show what they have. Sometimes it's excellence. It's a statement and it's also something that shows that you value quality. So it means, you know, how to treat yourself right and you kind of know what's important to you.
Interviewer: [00:05:52] So is this why you buy it? That it is a statement?
Gen Y Male 1: [00:05:56] Oh, haha. I'm not sure that's the exact reason. I think it obviously depends on kind of the environment you're in. And so, for example, during my time boarding school, I felt like you were more obliged to buy something like this because other people had it as well. And it was obviously cool to be part of the group. But nowadays, I don't think I would just buy it for the idea of it making a statement. I think it's too expensive for that. And I feel if it was a statement you wouldn't really to use it. I think it's still like something, it should be like a daily driver. Right. So it being a statement isn't the sole reason I would say I would buy it.
Interviewer: [00:06:34] Why do you buy it then?
Gen Y Male 1: [00:06:41] I just want to treat myself to something. Let's say you have worked hard for something. I don't know, if you are kind of into that lets say luxury stuff. It just feels nice to have a quality product in your hands. I think you know what you're buying. And that's so that's why it's so important to me, because I know I kind of want this and I know I will be able to still use it let's say 5 to 10 years. So kind of having this perspective of having something that can last for a while. That certainly helps.
191 Interviewer: [00:07:08] So you mentioned it started in boarding school. Was it like because all your peers had it? You started to be interested in fashion? Have you always been interested in fashion? Like, how did it develop?
Gen Y Male 1: [00:07:18] I mean, it definitely started in boarding school because it's just an environment where you are very close with everyone else. And it's kind of the age where you're going to discover different stuff during puberty as well. So I guess showing off also plays part of the role. And that's kind of where the first interest came with that. I think then it just continued really. I was never super curious about haute couture or anything like that. It was just kind of something you follow on the on the side. And so that's kind of how I got into it, I would say.
Interviewer: [00:07:54] So do you have any specific memories with for instance LV, when you think about the brand?
Gen Y Male 1: [00:08:01] I do, actually. I was on a flight to Hong Kong. I met this family that sat next to me and their daughter actually worked for LV in Hong Kong. And so we kind of started talking about it and why she had chosen to work for them. And she just told me a bit about her daily life as a management trainee there was. That was like super interesting. And I could that she really enjoyed the lifestyle, but also she had really encorporated that into her daily life. And she was she was very proud to work for them. So it seemed like a cool experience. That's kind of how I always remember them.
Interviewer: [00:08:37] OK. So what did she describe? Like what did she describe about that lifestyle that made an impression on you?
Gen Y Male 1: [00:08:43] First of all, it was kind of this ability to work in that branded store. That's super stylish and super cool. And you have all these good looking...(incomprehensible).... And being attracted to the brand and wanting to spend money there. I think once you start mingling in that kind of environment, you also feel like you're certainly to an extent becoming part of that environment. So that's I think one of the reasons. Furthermore, I think what she really enjoyed was just that she was looking for a band with a very good reputation. For her it was important to to kind of portray that reputation to the outside and also kind of showcase that she deserves to kind of showcase this reputation. That she has the skills to to be someone who kind of work and their management program can do really well. So I think that's kind of the two main reasons.
Interviewer: [00:09:37] So what do you think about the reputation of LV? Do you think it's a popular brand?
Gen Y Male 1: [00:09:46] It for sure is. I mean, it's one of THE most famous fashion brands in the world, in my opinion at least. And from what I know and it's hugely successful if you look at it from a commercial side. So, yeah, I think it's just it's just world famous and it's really a statement.
Interviewer: [00:10:04] Okay. If you had to describe the typical LV user, who whould you describe?
Gen Y Male 1: [00:10:06] Oh god. Oh wow, I think that is super difficult without stepping on anyone's toes. But I think it really depends. So either I'd say the typical user from what I see is girls from the age of 18 to early 30s and then once again it starts in the mid 40s, I'd say. And then open really in that age bracket. I can't explain what it is, but this is kind of how I perceive it, at least from my side or what I see more often.
192 Interviewer: [00:10:39] OK. So like, who are those people? If you had to describe them in terms of like values, style, etc?
Gen Y Male 1: [00:10:47] I think in most cases, those are people that come from money or have money and are willing to spend money on something that they think is a good quality product. But I also think it's people that kind of have achieved something in their lives and most often, maybe if you have your recent promotion and you've got a large salary increase a LV bag would be something you treat yourself to. Because you feel like it gives you a sense of achievement and it kind of lifts you in a very different social status. Because people will always recognize this bag and they will know, oh wow, either she has worked hard for this or someone has bought it for her. So that's like there is these two groups, really.
Interviewer: [00:11:31] And you you you think you belong to the first one, right?
Gen Y Male 1: [00:11:36] No. I'll be honest. I mean, I'm a student and I get a monthly allowance by my parents. And obviously it is not my own money that I mostly spend on these products, that has to be said. But it's also one of the reasons why I very rarely buy one of these products simply because I need the money for something else. So I would definitely say it is money from someone else. And not achievement which makes me buy this.
Interviewer: [00:12:07] So like if you buy a LV, how do you usually go about it? Do you go in the store? Do you look for something on line? Do you talk to peers? Like how does it work?
Gen Y Male 1: [00:12:17] Definitely go to the store. I think that that's such an important experience for myself because it just feels much better being there physically and being able to get a feel for the product, touch the product. And that's something no online experience, in my opinion, can give me. It's also kind of the feeling that you are received by the people working there. When you come in there you really feel like a client that is going to be treated well. I feel like you do not have this experience when you let's say walk into a Zara or H&M. Obviously, that's a very, very stark comparison. But I think it's you really do feel like a valued customer. And I think that's what makes the store experience so, so valuable, in my opinion.
Interviewer: [00:13:00] OK, so you you appreciate to be perceived, to feel that you're a valuable, special and some sort when you walk into the store?
Gen Y Male 1: [00:13:07] Yeah, I think you appreciate to be appreciated. If that makes sense. But it's also just about, I mean, you're going to spend a lot of money on something. You might as well check it out in person, right? And get a feel for it before you order something online and then have the hassle of sending it back because it doesnt fit or doesnt feel the way you like it. So I think those are like the main reasons.
Interviewer: [00:13:27] OK. So like, do you plan your luxury purchases in advance? Like now you have money. Now you want to go out something. And if yes. What do you buy?
Gen Y Male 1: [00:13:39] I think it's definitely something that I've planned in advance. I am not someone, maybe has to do with me being German and Swiss, whatever, but I cannot just go randomly into a store and be like spontaneously, I buy this and that. That just doesn't cut it for me. So if I buy something I probably would have researched it for let's say a month or two or three beforehand. Because
193 I really want to be sure that if I'm going to spend this kind of money, its on something I enjoy, thats what I care about. So lots of research goes into that. And obviously, also the question: "Is it really necessary to buy this? Isn't there an different option alternative?". Regarding what kind of products I would look for? I'm not very much into the handbag segment, particularly here. So what I like, I really like their ties for instance. Because I think those like a very, very simple and sleek fashion statement, especially when you wear a suit. That's something I very much like. I'm also a big fan of bracelets, for example, or jewelery in general. But as I mentioned, very toned down.
Interviewer: [00:14:48] So you mentioned you're doing extensive research beforehand. What kind of research do you do? Do you find the product online or where do you look for the product before you go into the store?
Gen Y Male 1: [00:14:59] I mean, first of all, as you said, I look for the product online. I think that's the first point of information. Where you can look at some of the reviews of the people using it. Or you can also see if there's a huge price discrepancy between different countries even, sometimes thats the case. So because of currency exchange rates or whatever it might be, then it make sense to buy such a luxury product abroad, not in your own country. Those are the main kind of things I look at and then I also kind of check if it's not too popular in a sense. Obviously you don't neet to, at least I don't need to wear something that everybody else wears. So it's all about, like once I said it, understatement kind of in a sense like people wouldn't need to know that it is LV for instance. For me personally.
Interviewer: [00:15:45] So you prefer the products that are not branded?
Gen Y Male 1: [00:15:48] Yeah, definitely. I think that's very important and something I enjoy.
Interviewer: [00:15:53] Why?
Gen Y Male 1: [00:15:56] Well, at least I can speak from the German perspective. I think there is a certain jealousy regarding people that are buying nice stuff for themselves. So I think that's just something that comes with the culture. So whether its LV or Stone Islands or something I kind of always take up the label or whatever, because I just don't want to make it seem like I have a lot of money to spare. Its more like make it seem like something nice and simple. And obviously, the quality still for me tells you stories about it, that it is a very different product. But it's not as obvious to the eye as you might expect. And I think for me at least, it's not about showing off. I dont need to show people: "oh, look at this. This is LV". Its more like, I do this for myself and I don't buy this stuff with someone else.
It's not about belonging to a group. It's just treating myself really. I would say.
Interviewer: [00:16:48] OK. So don't you think that like wearing expensive luxury fashion brands can make you accepted in certain social groups, etc.?
Gen Y Male 1: [00:16:57] No, not at all. I do think it definitely helps. But I don't think that's ever a reason why I bought those. I think... No, I cant think af a single reason of why I should do this, because it's just too superficial for me at least.
Interviewer: [00:17:17] OK. So what do you think other people think when they see you wearing LV?
Gen Y Male 1: [00:17:27] Oh god. Ehm I think it really depends on who you spend time with. But obviously certain people will kind of say that you are a showoff. Right. What's the point of buying a
194 600, 700 Euro sweater, whatever. If you could buy one at H&M for 10, 20 euros, there's no need for that. They will say you spend your money carelessly. You only care about exterior appearances, but not what's actually on the inside. On the other hand, I think...some people might admire it. I'm not sure that's the right word, but obviously especially a younger target audience would be like: "Oh cool, I want to have something like this as well". I think that's one of the reasons why this Instagram fashion nonsense has kind of taken off like that because it's often a target audience kind of wants these kind of things in the long term.
Interviewer: [00:18:25] That makes sense. So like, how do you perceive others you see wearing LV?
Gen Y Male 1: [00:18:30] I think that's... I'm super judgmental, I think, in that regard. If I see someone who is completely decked out in a very obvious way. It's a certain amount of not scorn, but I kind of scoff at that: "Is that really necessary? I get it, you have money. Or whatever. Or your parents have money and thats okay. Is there a reason to make it that obvious?" It's kind of my reaction, when I tend to see someone who wears full on.
Interviewer: [00:19:03] But what if you see someone who only has like whatever a subtle belt or a tie or some little accessory from LV?
Gen Y Male 1: [00:19:11] So I think then its different because I think it's not just about showing off and much more about being able to appreciate quality or just just giving the outfit like a bit extra. Like something that stands out without being too obvious.
Interviewer: [00:19:29] So what kind of feelings does the brand evoke for you?
Gen Y Male 1: [00:19:34] Puh. I think a feeling is hard to say. I mean it obviously makes you feel good in a sense that when you actually wear the brand, you will be able to tell the quality difference to your usual shirts or t shirt or whatever. I think that's the really....at least for me it feels like a difference.
Otherwise, I think it's hard to kind of connect a certain feeling like maybe it makes a little bit special of course. And it makes you feel good. But I wouldn't really associate this one feeling with the brand of LV.
Interviewer: [00:20:17] But if you had to describe LV itself as a person, who would you describe? What kind of person?
Gen Y Male 1: [00:20:29] I'd say that it can be someone flamboyant and very like show off in that sense that you have the logo everywhere on certain pieces and it's very much about being seen. On the other hand, if I think of LV as a person it could also be someone very stylish, but let's say not not overdressed. Very, very simple and elegant and timeless in a sense as well.
Interviewer: [00:20:53] In general, like what kind of value does luxury offer to you except for quality?
Gen Y Male 1: [00:21:05] I think besides quality is just the knowledge of having nice things. Knowing that you have something maybe not everyone has. As I mentioned, it might make you feel a little bit special. You might have the impression that you are actually a bit better than someone else. I mean, it's just very superficial of course. But it gives you this certain feeling.