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

Abstract

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 consumption during trying times. It highlights implications for academic research, individuals, brands and retailers.

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2025-01-30
2025-03-26
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Experiences of self-gifting luxury fashion during the COVID-19 pandemic
Intellect ; https://bibliotheek.ehb.be:2102/10.1386/fspc_00292_1
/content/journals/10.1386/fspc_00292_1
/content/journals/10.1386/fspc_00292_1
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Keywords: consumer behaviour ; self and identity ; luxury consumption ; fashion psychology ; self-continuity ; psychological well-being ; terror management theory

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