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Customer Behavior LOGBOOK
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ZADIG&VOLTAIRE ‘ROCK VINTAGEMETAL PATCHWORK SILVER’
HANDBAG
OE014: Customer Behavior
Lecturer: X
Exam date: X
X
Class X
, Explanation of the brand and product
Brand: Zadig&Voltaire
Zadig&Voltaire is a French clothing brand founded by Thierry Gillier in 1997. Gillier named the brand after
‘Zadig’, a novel written by a French philosopher called Voltaire. Gillier’s goal was to come up with a brand
that combined luxury with street style. The brand is most known for its exceptional ability of combining
the bohemian and rock ‘n’ roll styles. Zadig&Voltaire’s lines feature both men's and women's collections,
including ready-to-wear, accessories, and fragrances.
Over the years the brand expanded its influence displaying its designs at diverse international fashion
weeks, and opening boutiques in many locations, such as, New York, Paris, Milan or Tokyo. Additionally,
the brand has worked together with different artists, designers and celebrities. For example, in the past,
Zadig&Voltaire has collaborated with world-wide known models such as Erin Wasson and Sasha
Pivovarova, as well as with stylists and designers like Jeanne Damas and Pernille Teisbaek.
As of now, Zadig&Voltaire has become a popular choice for those people looking to show an edgy and
artistic style. The brand's commitment to creativity, innovation, and quality continues to make it a
standout in the fashion world.
Product: ‘Zadig & Voltaire Rock Vintage Metal Patchwork Silver’.
Product description: this iconic clutch made from calf leather has been designed to be worn during the
day as well as at night. It features a double chain with leather padding, so that the buyer can choose to
wear it across the body or on the shoulder. Along its many features we can highlight: removable chain,
back zip pocket, zip closure, flap with magnetic closure, removable gold-toned double chain, and the
unmistakable wings charm.
Chapter 1 – Perspectives on consumption
1.1. Product value
- Exchange value: represents what the value of a good is to the consumer and therefore what it
could be exchanged for, usually its price à 425€
- Use value: the value of a good to the consumer in terms of the usefulness it provides à the most
remarkable aspect of the handbag is the high quality of the materials used. This clutch is made
from leather, which ensures its durability and longevity. Moreover, another practical benefit is
its capacity to carry many personal items and its compartments and pockets that allow the buyer
to organize and access easily to such items. Ultimately, the practical advantages of a
Zadig&Voltaire handbag determine its use value. Their handbags are made with useful features
while still being fashionable. Because Zadig&Voltaire uses high-quality materials, their purses are
strong and long-lasting, making them an excellent investment for anyone who cares about
fashion.
- Symbolic value: the symbolic meaning the consumers attach to goods to construct and
participate in the social world à the sign value of this handbag is directly related to the brand's
image and reputation. It is known for its fine materials, meticulous attention to detail, and edgy,
rock-inspired designs. Its sign value is also tied with the brand’s popularity and its strong
presence in the fashion industry. Additionally, the design of this handbag also contributes to its
sign value. These design elements help to distinguish the brand's handbags from those of other
luxury brands.
1.2. Consumer types
I would describe myself mainly as a hedonist. As a customer, I seek pleasure and enjoyment from my
purchases, and I tend to choose products that offer gratification and pleasure. For that reason, I did not
mind spending more money on this product rather than buying a cheaper handbag of another brand since
it offered me a higher degree of pleasure. However, I considered diverse options and looked carefully to
the handbag’s materials and design before making my purchase and I do not tend to indulge in impulse
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