This study aims to explore the growing trend towards subtle and inconspicuous forms of luxury consumption in emerging markets and addresses two questions related to this new phenomenon. First, how does inconspicuous consumption (IC) relate to the consumption of personal luxury goods? Second, what are the antecedents that motivate IC?
The study uses a qualitative interview methodology using an interpretive paradigm. Data are collected through face-to-face semi-structured interviews with 17 regular luxury consumers in India.
Findings revealed that while traditional luxury refers to expensive and exclusive products that have a strong brand value; in recent times, mature luxury users redefine luxury around IC and associate luxury consumption with positive emotions and life enrichment. This study grouped the motivational antecedents that drive IC luxury consumption into three categories-consumer, brand and environmental factors.
The study contributes to the emerging phenomenon of inconspicuous luxury, which is growing in terms of consumer preferences but inadequately researched. Specifically, to the best of the authors’ knowledge, this work is among the first to investigate salient factors impacting IC and mapping them with different goal frames (motives) of “Goal Frame Theory”. Furthermore, a model is developed that can be used by brand managers to recalibrate and refocus on their strategies to attract this evolving segment.
