Paris Touma

MARKETING OFFICER

Paris Touma

"Valued at $252.68 billion, the luxury goods industry is one of the fastest growing in the consumer market. But what makes a $5000 handbag better than a $50 one? Caitlin Ganter spoke to honours student Paris Touma about luxury consumer behaviour.

For some the label is everything. Designer brands often set the trend, but with easy access to counterfeit replicas, why do so many pay for the real thing?

The high price of a designer label was once justified with the promise of quality and hand craftsmanship, however, nowdays it seems the reasons lie elsewhere.

ACU Bachelor of Marketing honours student Paris Touma has conducted a research project to understand Australian luxury consumption behaviour and the concept of symbolic meaning within the luxury market.

“I have always been interested in consumer behavior and how components of marketing influence consumer consumption in the marketplace, particularly the Australian marketplace,” she said.

“As a young girl I always admired luxury brands and the people who would wear them, but coming into age and realising how expensive some branded luxury goods are, I could never fathom why they would want to spend so much money on some of it.

“So in essence, this is what my research considered: ‘why do consumers purchase luxury goods?’.”

Paris’s study focuses on one luxury segment in particularly, Louis Vuitton handbags, which can come with price tags over $4500.

Louis Vuitton founded the prestigious French fashion house now known as Moët Hennessy- Louis Vuitton in 1854. One of the world’s leading international brands, the Louis Vuitton range of luxury products includes handbags, luggage, small leather goods, accessories, shoes, stationery, timepieces and jewellery.

Louis Vuitton was been named the world’s most valuable luxury brand for six consecutive years and its 2012 valuation was US$25.9 billion (A$26.5).  

Louis Vuitton's website

“In the attempt to deepen the understanding of Australian luxury consumption behaviour, my thesis was grounded in theories of consumer behaviour and luxury consumption,” Ms Touma said.

“Using an extended version of the Meaning Transfer Model, the thesis explored the types of symbolic meaning derived from luxury goods post-purchase, and consumer post-purchase justification in light of both high purchase price and the presence of counterfeit replicas in the marketplace.”

The Meaning Transfer Model maps the transfer of meaning from the culturally constituted world to goods and then to individuals. Essentially, it helps understand how meaning is created and mediated through consumption for consumers.

“This study carried out in-depth interviews with Australian luxury goods consumers of only Louis Vuitton handbags. This was because the title ‘luxury’ lends itself to a broad range of goods and services which are dependent on individual interpretation.

“For some, the term luxury can relate to a Foxtel subscription, for others, a limited edition [item from] Hermès. In the attempt to focus my thesis, the study centred on Louis Vuitton handbags as an example of a luxury good, ensuring that all findings can be applied to the luxury industry as a whole.”

Despite a substantial amount of literature on luxury goods consumption in the American and Asian markets Ms Touma said there was little Australian research on the consumption behaviour of Australians in the purchase and display of luxury goods.

“I focused on the Australian luxury market as it is a key market within this global industry.

“Australian consumers spend a total of $9 billion per annum on the purchase of genuine luxury goods. This includes $2.61 billion on designer clothing, $2.34 billion on designer footwear and $1.44 billion on beauty products. More relevant to this study is $1.62 billion worth of consumer spending on designer luggage and handbags.

Louis Vuitton's Majestueux Shoulder Bag - AU$6,400

“In 2011, Australian sales contributed a total of $2.79 billion to Moët Hennessy-Louis Vuitton’s global revenue and the largest contribution came from the fashion and leather goods sector.

“As Australians continue to demand and spend a considerable proportion of their disposable income on international luxury brands it is vital to deepen the understanding available on this marketplace.

“I believe that it is imperative for luxury researchers and marketers to recognise and understand why consumers purchase luxury goods, how consumer perceptions of luxury influence their luxury consumption behaviour, and how such consumption behaviour varies internationally. As a result, beneficiaries of this research include stakeholders such as consumers and retailers, both locally and internationally.”

Ms Touma conducted 16 in-depth interviews with people who had recently purchased a Louis Vuitton handbag. The results of her research indicated that symbolism was influencing people’s decisions to buy.

“The results of this study support the argument that symbolic meaning influences the purchasing patterns of consumers, identifiable through seven primary types of symbolic meaning derived post-purchase by Australian luxury goods consumers.

The identifiable types of symbolic meaning derived by interview participants were

• brand heritage,

• confidence,

• fashion,

• memento,

• sense of achievement,

• status and

• wealth.

“It is the types of symbolic meaning that consumers derive from their luxury purchase that make the good worth the additional money for the consumer.

“For most consumers what they possess aids as a method of communication. Such possessions assist in creating and managing outward impressions of who they are, and more than ever before, consumers today are attempting to assimilate such goods into their ideal state of being, transforming the conditions of their lives by transforming their consumption behaviour.

“This study recognises that consumers actively seek symbolism in their consumption of goods, helping to construct meaningfulness in everyday consumption. It is the symbolic meaning represented in a branded good that entices these consumers and satisfies their interpersonal goals.

“It was also clear from the in-depth interviews that when considering their genuine luxury purchase, consumers were able to justify both high purchase prices and the presence of counterfeit replicas in the marketplace.

“Participants believed that counterfeit replicas are a part of life, and the majority of participants understood the presence of counterfeit replicas was a direct result of the genuine luxury industry and its high purchase prices. Some participants even expressed praise for the existence of counterfeit replicas.

Source: Real vs Fake Louis Vuitton Bags

“Participants were also more inclined to choose their handbag’s design and style, bearing in mind the designs and styles they believed to be highly counterfeited. This was done to reduce any possible post-purchase dissonance relating to the presence of counterfeit replicas. And lastly, as careful decision-makers, participants also claimed that they could recognise a counterfeit replica when out and about, believing that counterfeits are always distinguishable from the genuine good." (Source: ACU InSight, Issue 9, Winter 2013).

Education:

“Prior to my Honours degree [2013], I completed a Bachelor of Arts, with a double major in Economics and Marketing, and a Minor in Philosophy. I am currently enrolled in a Bachelor of Marketing, Honours, with my topic dedicated to consumer behaviour and the symbolic meaning associated with the purchase of luxury goods.”

“I decided to take on an Honours degree primarily because I found a topic that I loved! I also wanted to further my studies. In an increasingly competitive work force, I think it will place me in a good position to be employed upon my graduation.”

Paris says the best thing about studying at ACU is “the course content is always up to date and extremely interesting and relevant. Also the location - North Sydney. North Sydney is the second biggest commercial district in NSW, it is always buzzing and a great environment to learn business. The lecturers are helpful and genuinely concerned for my success.”

“I am hoping to get into brand management in the future so I can overlook the marketing for specific products, product lines, or brands, but ideally I would love a job where I can have an ongoing focus on the consumer behaviour of different markets (my passion).” (Source: ACU)

Education Details

University of Sydney

Communication Strategies for Becoming an Inspiring Leader, Organizational Leadership 2019

Identify what makes for a good listener and learn how to handle challenging interactions, structure your messages, speak, use your voice and carry and conduct your body (aligned to that of a confident, inspiring leader)


H&K Strategies
  
Media Spokesperson Training , Public Relations 2016 - 2016

Grade: Conference

Activities and societies: Media landscape, preparing for an interview, message control, bridging and blocking techniques, journalist tactics and interview and message delivery.

Australian Catholic University
  
Honours in Marketing, Consumer Behaviour 2012 - 2013

Australian Catholic University
  
Bachelor of Arts, Double major in Marketing and Economics and Minor in Philosophy 2009 - 2011

Australian Centre for Photography

Camera Craft 1, Photography 2010

Whitehouse Institute of Design

Illustration of Fashion, Drawing 2009

Work Experience

Marketing Director
Pinstripe Media · Full-time Feb 2023 - Present
Pinstripe Media is Australia’s leading business, finance and tech content marketing and publishing company.

This role drives the growth of their Agency department through first-class client relationships and creative. Pinstripe Media is Australia’s leading business, finance and tech content marketing and publishing company.

Cross-Functional Team Building, Startups and +7 skills


Board Member - Marketing
Animal Therapies Ltd (ATL) · Full-time Jul 2024 - Present

Animal Therapies Ltd (ATL) is Australia’s leading institution for promoting the prevention and management of mental illness, disability, disease and human suffering using animal-assisted services.

(Source: Animal Therapies)

General Manager
Brandalism Australia May 2018 - Feb 2023
Surry Hills

Brandalism is an indie content marketing agency that helps businesses get noticed, grow their profile, and generate leads through our strategic approach to content marketing.

This role supported the team and our clients - ensuring we created cut-through content, delivered on strategies and hit objectives to succeed (year on year).

Growth Strategies, Strategic Partnerships and +7 skills


Marketing Manager- Life Media and Audiences
Fairfax Media Oct 2017 - Apr 2018
Prymont

Fairfax Media is a media company in Australia and New Zealand. Mastheads included The Sydney Morning Herald, The Age, AFR, etc. Now Nine Entertainment Co.

I supported the Good Food brand (Good Food Awards, the Good Food Guide and the SMH and AGE Tuesday paper insert) while dipping my toes in the Australian Financial Review Lists.

Brand Development, Campaign Management and +6 skills


TomTom
North Ryde
4 years 10 mos

Marketing Manager (APAC)
May 2015 - Oct 2017 · 2 yrs 6 mos

TomTom is a Dutch multinational developer and creator of location technology and consumer electronics, including GSP sport watches.

A 360 marketing role across multiple product categories for the APAC region.

Public Speaking, Strategic Partnerships and +8 skills

Marketing Assistant
Jan 2013 - Apr 2015 · 2 yrs 4 mos

Development and implementation of regional marketing communication activations across the full range of TomTom products for the APAC region.

Product Launch, Creative Writing and +5 skills

Psychology of Buying - Designer Jeans

Primary Middle Secondary

Australian Curriculum General Capability: Ethical Understanding

Australian Curriculum General Capability: Personal and social capability

Australian Curriculum General Capability: Information and Communication Technology Capability

Australian Curriculum General Capability: Numeracy

Cooperative Learning Activity