Blurring production-consumption boundaries: Making my own luxury bag |
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| Affiliation: | 1. Department of Textiles, Merchandising and Fashion Design, Seoul National University, Seoul, 222Dong 305Ho Seoul National University, 1, Gwanak-ro, Gwanak-gu, Seoul, South Korea;2. Department of Human Ecology, Korea National Open University, Seoul, 86, Daehak-ro, Jongno-gu, Seoul 03087, South Korea;1. Research Center for Human Ecology, Korea University, College of Education Rm325, 145 Anam-ro, Seongbuk-gu, Seoul, Republic of Korea;2. Department of Home Economics Education, Korea University, Uncho-Useoun Hall Rm610, 145 Anam-ro, Seongbuk-gu, Seoul, Republic of Korea;1. University of León, León, Spain;2. Department of Marketing, Copenhagen Business School, Solbjerg Plads, 3, 2000 Frederiksberg C, Copenhagen, Denmark;1. University of Vaasa, Faculty of Business Studies, Department of Marketing, Wolffintie 34, FI-65200 Vaasa, Finland;2. Hanken School of Economics, Department of Marketing, Kauppapuistikko 16, FI-65100 Vaasa, Finland;3. Hanken School of Economics, Arkadiankatu 22, FI-00100 Helsinki, Finland;4. International University of Monaco, INSEEC Research Center, 2, Avenue Albert II, MC-98000, Monaco;1. INSEEC Business School, 27 Avenue Claude Vellefaux, 75010 Paris, France;2. IAE de Grenoble, Domaine Universitaire, BP 47, 38040, Grenoble Cedex 9, France;3. CERAG, France |
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| Abstract: | Leather crafting of leather wallets or bags exhibiting similar designs as prestige brands is an emerging hobby among fashion-forward Korean consumers. This study examines the motivations of this emerging craft consumer. Data collected using in-depth interviews and participant observations support the following observation. A conspicuous or materialistic orientation and traditional values of crafting drive consumer participation in leather crafting. The study's findings identify this group of people, labeled neo-craft consumers, as exhibiting Homo Faber (Bergson, 1983) and Homo Ludens (Huizinga, 1950) characteristics. Neo-craft consumers create a new type of consumer culture which blurs production and consumption boundaries. |
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