Subtle indulgences: motivations behind inconspicuous consumption of luxury apparel

Purpose With 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/approach Purposive 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. Findings The 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 implications The 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/value The study employs various internal and external motivators from self-determination theory to study the motivations behind the attitude towards inconspicuous luxury fashion consumption.