Exploring the value perceptions of young Indian luxury consumers towards inconspicuous luxury apparel consumption: evidence from homegrown brands

Purpose With the mass-market proliferation of luxury and the evolving value orientation of millennial Indians, who embrace individualism while remaining part of a larger social framework, a bent towards subtle luxury has been observed. The study seeks to understand the value perceptions of young Indian consumers regarding the consumption of inconspicuous luxury apparel. Design/methodology/approach Data were collected from respondents living in Delhi using purposive sampling (judgemental and snowball), resulting in a total of 326 respondents. Findings The study stipulates that different values, including Individual value, Functional value, Emotional value, Epistemic value and Social value, positively affect the perceptions of contemporary Indian luxury consumers towards inconspicuous luxury apparel choices. Originality/value With the rapidly evolving tastes of contemporary luxury consumers shifting towards high-quality fashion that is more personal than social, the phenomenon of inconspicuous fashion luxury is gaining traction. This holds particular relevance in an emerging economy like India, which in the past favoured the conspicuous display of material wealth through flashy apparel. By applying the theory of consumption values, this study attempts to explore the value perceptions of Indian consumers towards the consumption of inconspicuous luxury apparel. In doing so, it contributes significantly towards the limited understanding of inconspicuous luxury.