Hur ser lyx ut? : En kvalitativ studie om vad det är i webbdesignen som gör att konsumenten upplever ett varumärke som lyxigt.

Sammanfattning: Course/level: Bachelor thesis, Enterprising & Business Development, C-level, 2EB01E Spring semester 2016 Authors: Erika Ynghagen, Fanny Karlsson Advisor: Åsa Devine Examinator: Frederic Bill Title: What does luxury look like? – A qualitative study about what it is in the web design that makes the consumer experience a brand as luxurious Purpose: The purpose of this study is to create an understanding of what it is in the web design that makes the consumer experience a brand as luxurious. Methodology: This study has a qualitative approach and to gather the data we put together three focus groups. Before the focus groups a non-luxurious website for a fictitious shoe brand was created. In each group the participants were asked to discuss how luxurious they experienced the brand to be based on the website with the help of claims that us researches had put together with the help of theories about luxury. During the focus group the website were edited based on the webdesigndimensions, layout and graphics, until the participants experienced the brand as luxurious. Conclusion: It is mostly in the graphics, and especially in the images, where there is room to highlight the brands luxury values. The images should be appealing as well as clearly visualize the brands luxurious attributes. The consumer also experience the brand as luxurious if the website has coordinated colors and fonts. Neutral and muted colors are seen as more luxurious than bright, intense colors. The website layout is also closely related to its graphics since the linkmeny should be placed horizontal below the header to free more space for product images where a vertical linkmeny otherwise would have been placed. The layout can also help to enhance the graphical by placing the most important graphic elements such as product images on the upper part of the page. Further research: In this report we propose three possibilities for further research: (1) the study is repeated with a brand with other products than shoes and fashion, (2) the study is repeated with even more than three focus groups and (3) the results of this study is tested in a quantitative study.