Rotation Practices in Sneakerhead Consumer Culture Qualitative research about how and why sneakerheads rotate
Many consumers tend to switch around the objects they use in their daily lives, like clothing, accessories and also sneakers. However, existing research does not offer a complete theoretical account of this phenomenon. This thesis discovered that rotation is the exchange of objects or activities over a certain period. However, sneaker rotations involve the practice of wearing a different pair of sneakers each day, effectively rotating through the collection daily. Sneaker rotations are theorized based on Practice Theory. First, sneakerheads determine the current situation when selecting sneakers for their rotation. Elements such as outfit compatibility, intended activity, weather conditions, exclusivity/limitation and seasonal relevance influence their decision-making. Competencies are required to assess the circumstances they find themselves in during this process. The objects are the five to seven sneakers in the rotation. The meanings are the outcomes of the rotation. These include the feeling of uniqueness, belonging and appreciation. In the end, this thesis provides a comprehensive process that represents how sneaker rotations are formed. Furthermore, the framework offers insights into why sneakerheads perform sneaker rotations. Last, it explains why and how sneakerheads achieve NFU in their rotations.
Faculteit der Managementwetenschappen