Blurring production-consumption boundaries: Making my own luxury bag

Leather crafting of leather wallets or bags exhibiting similar designs as prestige brands is an emerging hobby among fashion-forward Korean consumers. This study examines the motivations of this emerging craft consumer. Data collected using in-depth interviews and participant observations support the following observation. A conspicuous or materialistic orientation and traditional values of crafting drive consumer participation in leather crafting. The study's findings identify this group of people, labeled neo-craft consumers, as exhibiting Homo Faber (Bergson, 1983) and Homo Ludens (Huizinga, 1950) characteristics. Neo-craft consumers create a new type of consumer culture which blurs production and consumption boundaries.