Browsing by Author "Siekkinen, Anna"

The purpose of this study is to understand how personal values can be connected to a product, as well as how personal values can be expressed to others in terms of a product. The subject of the study, along with the case study, was Marimekko’s logokassi (a bag). There are three research questions: 1. What kind of features are connected to the product? 2. What kind of values does the user of the logokassi connect to him-/herself by using the bag? 3. What kind of values does the user of the logokassi want to signal to others through the product? Product essence analysis developed by Marketta Luutonen (1997), and the functions of dress, formulated by Penny Storm (1987), were used as theoretical background. The research questions, as well as the questions of the questionary have been formulated by using these theories. The study was carried out as a qualitative research, where the internet was used as the medium of the study. The material was gathered in two closed groups on Facebook in April 2017. The questionary was posted and advertised in the groups. In total, 230 responses were reseived. The responses were analyzed in different themes according to the subject analysis, and later used to carry out the product essence analysis. The analysis was carried out through three stages, first proceeding from the first impression stage to the factual stage, and then continuing to the stage of interpretation. The popularity of the logokassi is based on its tangible assets as well as its different matters of essence. It was considered to be estheticaly beautiful and functional due to its purpose because of its larger, when compering to normal size bags. In addition, the bag itself contained several meanings, which the users wanted to express to others. Users connected these meanings to themselves also when considering other possible accesories. As a brand, Marimekko is strong, and as a product of the company, the logokassi proved to be part of its users’ imago and identity. The company, as well as the product, were seen to advocate values related to Marimekko: ecologicality, stylishness, quality, timeless design and even equality. Some users of the bag wanted to express trend and ecological choices to others, whereas some of the users felt that values related to Marimekko weren’t carried out in this product.