Children of Matter: Luxury Value Perceptions of Millennials in Higher Education in Europe

In recent years, the luxury market has entered a period of very modest growth, which has been dubbed the ‘new normal’, where varying tourist flows, currency fluctuations, and shifted consumer tastes dictate the terms. The modern luxury consumer is a fickle mistress. Especially millennials – people born in the 1980s and 1990s – are the embodiment of this new form of demanding luxury consumer with particular tastes and values. Modern consumers, and specifically millennials, want experiences and free time, and are interested in a brand’s societal position and environmental impact. The purpose of this thesis is to investigate what the luxury value perceptions of millennials in higher education are in Europe, seeing as many of the most prominent luxury goods companies in the world originate from Europe. Perceived luxury value is herein examined from the individual’s perspective. As values and value perceptions are complex constructs, using qualitative research methods is justifiable. The data for thesis has been gathered by means of a group interview. The interview participants all study hospitality management in a private college, and each represent a different nationality. Cultural theories and research on luxury and luxury values provide the scientific foundation for this thesis, and a multidimensional luxury value model is used as a theoretical tool in sorting and analyzing the data. The results show that millennials in Europe value much more than simply modern and hard luxury. Functional, financial, individual, and social aspects are all present in perceived luxury value, but some more in a negative sense than others. Conspicuous, status-seeking consumption is mostly frowned upon, as is the consumption of luxury goods for the sake of satisfying social requisites and peer pressure. Most of the positive value perceptions are attributed to the functional dimension, as luxury products are seen to come with a promise of high quality and reliability, which justifies any price premiums. Ecological and ethical aspects of luxury are already a contemporary trend, but perceived even more as an important characteristic of luxury in the future. Most importantly, having time is fundamental. Depending on who is asked, luxury can mean anything, just as much as it can mean nothing.

National Myths and Heroes: a Case of Vytautas the Great in Lithuania

The main focus of the thesis concentrates on nationalism and how it is expressed through national myth and a hero. As a case study for Lithuania the cult of Vytautas the Great is used. Theses present how the myth of Vytautas the Great was created and why particularly the Grand duke became a national symbol. It also examines how main nationalism theories are reflected in this case. The main purpose of the thesis is to find out how this myth matches the needs of the current Lithuanian society – the last year schoolchildren (eighteen – nineteen years old) in particular. The main method used in the empirical part of the thesis is qualitative analysis: primary source material was gathered by using semi – structured interviews and the results were analyzed by employing thematic analysis. The theoretical part of the study presents the core nationalism and ethnic identity theories and describes the concepts of national myth and hero as well as their connection and influence for the society and Lithuanians precisely. In this study nationalism is understood as a phenomenon that holds a nation together and is reflected via certain national symbols such as national myths and heroes by forming a national identity the meaning of which is different for each generation. The analysis of the results in this study has showed that the idea of Vytautas the Great as a national hero – symbol, created in the interwar Lithuanian society has lost its significance for the current schoolchildren and has been replaced by other images. However, at the same time the Grand duke is still perceived as an embodiment of the main national Lithuanian virtues.