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Inconspicuous Luxury Consumption: Another Form of New Luxury?

Inconspicuous Luxury Consumption: Another Form of New Luxury?
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Author(s): Aslı Tolunay Kuşçu (Yeditepe University, Turkey)
Copyright: 2021
Pages: 21
Source title: Building Consumer-Brand Relationship in Luxury Brand Management
Source Author(s)/Editor(s): Paula Rodrigues (Lusíada University of Porto, Portugal) and Ana Pinto Borges (Instituto Superior de Administração e Gestão, Portugal)
DOI: 10.4018/978-1-7998-4369-6.ch004


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With luxury consumption still growing fast despite various challenges such as increasing competition, rise in rental luxuries, and in counterfeits, luxury brands are challenged with an additional and complex development: consumers' interest towards inconspicuous luxury products. Being one of the major characteristics of luxury goods, conspicuousness is losing its value among some luxury shoppers necessitating a new definition for luxury and a new value proposition for luxury brands. This chapter initially provides a review on luxury and on the different motivations that determine luxury consumption. Next, socio-economic changes that trigger the shift from conspicuous to inconspicuous luxury consumption is examined briefly. And finally, a discussion on why inconspicuous consumption is valued by consumers is followed by a theoretical framework on the motivations for inconspicuous luxury brand usage. The chapter then concludes with theoretical and managerial implications.

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