Sustainability of Masstige Brands’ Identitary Values

Masstige fashion brands present a promising alternative to both luxury and fast fashion in the context of sustainability, offering an affordable yet prestigious option. However, these brands face the challenge of leveraging digital transformation tools while balancing prestige and accessibility. With its visual appeal, interactive features, and daily usage, Instagram Stories is a highly engaging communication tool for masstige brands. Despite its importance, ephemeral brand communication remains an underexplored area. This study investigates how young consumers interpret and decode Instagram Stories featuring human models from masstige fashion brands that represent identitary values Sexuality and Seduction, Seasonality, and Renewal. Using mind mapping and focus group discussions with 75 frequent Instagram users, findings reveal that audiences actively reinterpret brand messages, sometimes reshaping their intended meaning. Highly stylized celebrities led to skepticism or disengagement, while authentic, everyday portrayals fostered positive engagement. Sexualized imagery was often reframed as functional rather than aspirational. The study reveals that while brands aim to communicate identitary values such as Sexuality and Seduction, these are usually reinterpreted or even rejected by users in favor of values like comfort, simplicity, or emotional authenticity. Conversely, values like Seasonality, Renewal, and Quality were more consistently recognized and positively decoded, suggesting a more substantial alignment between brand encoding and audience perception in those domains.