THE MEANINGS OF SUPREME LUXURIOUS BRAND AMONG INDONESIAN CONSUMER: A QUALITATIVE STUDY

• Main Author: Roza Baskoro, Felia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/27270
• Institution: Institut Teknologi Bandung

Prestigious markets in major emerging markets are set to decode luxury brands in developing markets <br /> <br /> that can be called aspirational retails. The developing market that can be identified to decode luxury <br /> <br /> brands are the evolving line of streetwear brand. Leading streetwear brand also known as Supreme, is <br /> <br /> changing the whole marketing game towards luxurious product. Supreme is considered to be luxurious <br /> <br /> products since its past successful collaboration with top of minds luxury brands. Supreme is able to <br /> <br /> define their success as a brand that have control, cool, and collaborations. The out-of-the-box <br /> <br /> collaborations can trigger the customer to buy the product which now can be categorized as a high <br /> <br /> demand product. Supreme is believed to show consumerism behavior referring their high demand <br /> <br /> products that can go up twice to three as much money in the aftermarket. Also, this brand plays a role <br /> <br /> on people’s intention to define themselves through purchase. Thus, this research will identify the reason <br /> <br /> behind consumer decision based on the four segments of luxury consumers towards purchasing and <br /> <br /> consuming Supreme products. This research will categorize consumers of the luxury brand Supreme <br /> <br /> based on the four segments of luxury consumer including Deluxe Aspirer, Self-Made, Business <br /> <br /> Magnate, and Money Aristocracy. The luxury consumer is derived from customer purchase intention <br /> <br /> that focuses in hedonic value of luxury brand. In order to obtain optimal response in categorizing <br /> <br /> segments of luxury consumers, it is found that qualitative approach is most suitable to be conducted. <br /> <br /> Method used for this research is in-depth-interview collected with semi-structured interview in order to <br /> <br /> get a sense of the consumers’ shopping behavior. The number of indicators found through coding <br /> <br /> determines the segments of each respondent. It is found that the self-made is the most noticed luxury <br /> <br /> consumer segment for Supreme in Bandung. The self-made segment purchases Supreme in terms of <br /> <br /> rarity of the products, investment, and value in processing the brand. Results also show Deluxe aspirer <br /> <br /> and Business Magnate as the second most noticed luxury consumer segments in Bandung. <br /> <br /> <br /> <br /> <br /> <br /> <br /> Keywords: Luxury brands, Streetwear, Luxury consumer, Supreme, Self-made, Deluxe aspirer, <br /> <br /> Business Magnate, Money Aristocracy