This thesis explores how Bang & Olufsen (B&O) can reframe repair from an afterthought into a natural, valuable part of luxury ownership, especially for smaller, more accessible products like BEOPLAY headphones. While B&O has a strong repair infrastructure for its high-end range, products like wearables and portable speakers are still often replaced instead of repaired. This project shows that to change that, B&O needs more than just spare parts or technical services, it needs to rethink how repair is positioned, experienced, and emotionally valued.

The focuses on consumer behaviour and consmer values, specifically the barriers and incentives towards repair behaviour. Repair isn’t just practical, it’s shaped by motivations, identity, and emotion. Using frameworks like Schwartz’s value theory and Fogg’s Behaviour Model, four value-based personas were identified that reflect the diverse values and needs of younger B&O customers. These insights make clear that a one-size-fits-all solution won’t work—repair must be flexible, intuitive, and emotional.

In addition to the consumer focused research, B&O’s current service landscape was also analysed, where gaps in emotional engagement, clarity, and consistency were identified, especially when it comes to smaller products. The proposed solution is a conceptual product-service system for BEOPLAY that weaves together proactive care, tailored repair options, and post-warranty support into one coherent, premium experience. It was developed through multiple design rounds and validated through user testing and stakeholder feedback.

The final concept empowers users who want more control, supports those who expect seamles luxury, and inspires those who view luxury as a reflection of their values. It aligns with B&O’s brand promise of timeless quality and builds a foundation for stronger loyalty, longer product use, and meaningful sustainability.

This project started with a way to tackle Fixophobia, but ended up being a structure with which B&O can create change, inspire loyalty, and position themselves stronger in the market.