Table 4 Illustrative quotes Respondent... | Emerald Publishing

Table 4

Illustrative quotes

Respondent	Quote
May	Gucci, this year, they have collaborated with Doraemon, the cartoon. I shared it with my friends, I told them that I want that, I felt like cute, because the Year of Cow, for this year, right? I found this one, really cute, and I want it
Jaye	It's a culture there (in China). It is a culture of buying luxury brands. In China, if you go on the streets, the subway, in the shopping malls, people just wear luxury brands. Everyone. Everyone wears them. (…) With a Gucci classic, you're just going to look the same as everyone else. But if you have a playful personality, or youthfulness, then you want to show it. You want to show people that I have that side of me. I might go for the collaboration instead of a classic
Shan	I like collaborations because they mark something special, and they do not come back. I remember this bag that I liked, and it sold out completely. I couldn't purchase the bag that I wanted, it was like a collaboration thing, and I didn't want a classic LV backpack. So, if I buy a collab, no one else will have it
Nicole	Take me as an example. As a senior analyst in the company, when the new interns come in, they are always nervous to face me. But, if they think my bag is cute, I think it will reduce nervousness. If my leader uses this bag, I will think she's so nice, easy going, and could be friends
Emily	Old school kind of cartoons are for people in their mid-20s or late 20's. So, they are in my era, I was born in 1998 and growing up, I watched Doremon and Disney shows, Archie comics were quite big back then and Pokémon also. The kids now play League of Legends and video games kind of thing, so I am not aware of that
Becky	I got luxury stuff from a really young age. I think, when I grew up, my mum loves to have a lot of bags and shoes and all that stuff. So, I think a lot of that is influenced by her. I wouldn't be able to pinpoint an exact age, probably primary school, but my mom gave me luxury backpacks, that kind of thing. (…) Right now, I am a really big fan of Balenciaga. I really like their style, it's very alternative and very different. But it's also quite simple in some of their pieces, so I do like that. They are everywhere online. They popped up on my feed and I think ‘Hey! that looks quite interesting.’
Joanne	I am careful with the kind of image I want to portray. To me having a cartoon character is more like fun and young, it is for teenagers. But the kind of vibe I want to portray is like calmer and more professional, more mature. When I go to the office, I don't think I would bring a bag with a cartoon character on it, because I want to be taken seriously
Monica	Yeah, I think that luxury brands really want to seduce youngsters because their purchasing power is so strong. I think in this generation, they are used to getting everything from their parents. (…) and they are all now playing Fortnite, LoL (League of Legends), and Honor of Kings, so no surprise
Caitlyn	I did buy a collaboration from Louis Vuitton before as well but it's Supreme and Louis Vuitton. […] When they collaborate, it's like a cool and high-end kind of thing

Respondent	Quote
May	Gucci, this year, they have collaborated with Doraemon, the cartoon. I shared it with my friends, I told them that I want that, I felt like cute, because the Year of Cow, for this year, right? I found this one, really cute, and I want it
Jaye	It's a culture there (in China). It is a culture of buying luxury brands. In China, if you go on the streets, the subway, in the shopping malls, people just wear luxury brands. Everyone. Everyone wears them. (…) With a Gucci classic, you're just going to look the same as everyone else. But if you have a playful personality, or youthfulness, then you want to show it. You want to show people that I have that side of me. I might go for the collaboration instead of a classic
Shan	I like collaborations because they mark something special, and they do not come back. I remember this bag that I liked, and it sold out completely. I couldn't purchase the bag that I wanted, it was like a collaboration thing, and I didn't want a classic LV backpack. So, if I buy a collab, no one else will have it
Nicole	Take me as an example. As a senior analyst in the company, when the new interns come in, they are always nervous to face me. But, if they think my bag is cute, I think it will reduce nervousness. If my leader uses this bag, I will think she's so nice, easy going, and could be friends
Emily	Old school kind of cartoons are for people in their mid-20s or late 20's. So, they are in my era, I was born in 1998 and growing up, I watched Doremon and Disney shows, Archie comics were quite big back then and Pokémon also. The kids now play League of Legends and video games kind of thing, so I am not aware of that
Becky	I got luxury stuff from a really young age. I think, when I grew up, my mum loves to have a lot of bags and shoes and all that stuff. So, I think a lot of that is influenced by her. I wouldn't be able to pinpoint an exact age, probably primary school, but my mom gave me luxury backpacks, that kind of thing. (…) Right now, I am a really big fan of Balenciaga. I really like their style, it's very alternative and very different. But it's also quite simple in some of their pieces, so I do like that. They are everywhere online. They popped up on my feed and I think ‘Hey! that looks quite interesting.’
Joanne	I am careful with the kind of image I want to portray. To me having a cartoon character is more like fun and young, it is for teenagers. But the kind of vibe I want to portray is like calmer and more professional, more mature. When I go to the office, I don't think I would bring a bag with a cartoon character on it, because I want to be taken seriously
Monica	Yeah, I think that luxury brands really want to seduce youngsters because their purchasing power is so strong. I think in this generation, they are used to getting everything from their parents. (…) and they are all now playing Fortnite, LoL (League of Legends), and Honor of Kings, so no surprise
Caitlyn	I did buy a collaboration from Louis Vuitton before as well but it's Supreme and Louis Vuitton. […] When they collaborate, it's like a cool and high-end kind of thing

Source(s): Own creation based on the authors' fieldwork