What is the correlation between men’s perceptions of traditional luxury factors and price for Air Jordan UL sneakers?

Abstract

In the field of luxury goods, the factors of brand value and flashiness are seen to increase the value of traditional luxury goods. No research has been conducted to understand this relationship in unorthodox luxury sneakers. These sneakers command high resale prices in comparison to base models. This research analyzes the correlational relationship between perceptions of these factors in unorthodox luxury sneakers and their price. A survey conducted on US adult males was used to obtain perceptions, and prices were taken from multiple resale sites. The averaged values were then put through a Pearson Correlation test. For both factors, there was little to no relationship found and a statistically insignificant P-value. However, the results completely contradicted previous research regarding luxury goods and what factors derive their value. With this, the knowledge can be tested on a larger scale with a broader population to see if the trend continues. If so, this new knowledge could greatly affect the information available to firms and thus have a direct impact on future business strategy formulation, specifically in the UL sneaker market.