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

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

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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