We are what we wear on our feet A qualitative exploration into family identity and collections in the context of sneakers
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2023-07-03
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en
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Sneakers are considered a great way to communicate consumer identity, due to their popularity and prevalence. Using different designs, colors, textures, and brands, sneakers can be a creative way to express an individual’s unique style and attitude, not only individually but also collectively. Whereas individual consumer identity finds its place in prior research, family identity shaped within the sneakerhead subculture has not been extensively explored. To address this gap in the research, 15 interviews with avid sneaker collectors have been conducted to examine how the practice of sneaker collecting is influenced by family identity. The findings reveal the important role that families play, providing opportunities for sharing and gathering, as well as pride and belonging. A three-stage process has been developed which shows how sneaker collectors move through individual, couple, and family identity, and how these ties into ‘flex consumption’, linked to ever-changing social norms and popular culture. The results shed light on how stakeholders in the sneaker industry can gain advances from the marketing, retail, and design patterns preferred by sneaker collectors. It can help sneaker brands better understand how their products are being used and how they can tailor their products and branding to attract and retain customers.
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Faculteit der Managementwetenschappen