Subtle indulgences: motivations behind inconspicuous consumption of luxury apparel

Rishi Raj Sharma and Shriya Shingari

IIM Ranchi Journal of Management Studies, 2025, vol. 5, issue 1, 3-20

Abstract: PurposeWith the ever-increasing phenomenon of mass luxury, many luxury consumers are shifting from loud displays of logos on their clothes towards more subtle clothing that truly echoes their individualities. This study aims to examine the motivations (intrinsic and extrinsic) of luxury consumers behind such inconspicuous luxury apparel choices.Design/methodology/approachPurposive sampling technique was employed to collect the data from the luxury respondents. Data were analysed using covariance-based structural equation modelling using AMOS-24 version.FindingsThe findings of the study suggest that the intention to purchase inconspicuous luxury apparel is most significantly affected by independent self-construal, followed by hedonism, quality, cultural capital, creative-choice counter-conformity and unpopular-choice counter-conformity. However, a statistically insignificant relationship was reported between snob appeal and the intention to purchase inconspicuous luxury apparel.Practical implicationsThe study suggests that luxury brand managers must focus on developing effective marketing strategies, communicating subtle brand cues and the brand’s culture and heritage of craftsmanship to the consumers in order to influence their motivations towards inconspicuous luxury apparel.Originality/valueThe study employs various internal and external motivators from self-determination theory to study the motivations behind the attitude towards inconspicuous luxury fashion consumption.

Keywords: Inconspicuous consumption; Subtle luxury fashion; Self-determination theory; Motivation; Inconspicuous luxury apparel; India (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eme:irjmsp:irjms-08-2024-0079

DOI: 10.1108/IRJMS-08-2024-0079

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