Background: Ava is a 28 year-old Chinese female that works in London in the investment banking sector. She does not discriminate between luxury and high-street brands. To her, the label is just a label, and does not carry a significant weight in her choice when purchasing clothes.

Feedback: Ava did not experience a major shift in her feelings towards luxury and high-street brands after the experiment. Her thoughts were reinforced by the fact that she picked a diverse range of garments and did not fixate only on one brand.

Interview videos link: https://wanwan214214.wixsite.com/btfg/post/snippet-from-the-interview-4