Style in symbolic interactionism of the luxury fashion community: A phenomenological approach on women in Jakarta

The fashion product and accessories categories in market competition are identical to the well-known brands of the designers who created them. Such high-end fashion products have certain distribution and marketing for the high-end target market. High-end fashion consumers have habits and behaviours in consuming products by using social media to interact with others or even showing off their fashion product collections to the public on Instagram. The aims of this research are: (1) to analyse the community of luxury brand enthusiasts, building their self-identity and interacting symbolically within the group as a subculture; (2) to analyse luxury brand fans building cohesiveness and solidarity in consumption behaviour and (3) to analyse the community of luxury brand enthusiasts to build urban woman culture as a lifestyle for modern women. The research methodology uses a phenomenological approach, using direct individual experience to explore the experiences of individuals from the upper middle class as consumers in their communities. In-depth interviews, Instagram document analysis and field observations were the data sources in this research. This research found consumer engagement in a community loyal to luxury brands, especially fashion and accessories. Relationships between individuals in the community have a strong bond in the interactivity of experience-sharing, which maintains long-term relationships by sharing values. Loyalty is built towards not only luxury fashion and accessories brands but also to community members. Urban women have space for interactivity and self-existence in showing their achievements, appearance and leadership in business and society.