Luxury Branding: Responding to the Rise of Inconspicuous Consumption

Branding > Best Practices Log in

Luxury Branding: Responding to the Rise of Inconspicuous Consumption
Anneke Zwart, Student (University), Netherlands, Moderator
Since about a decade there is a rise of so-called 'inconspicuous consumption', referring to the affinity of elite consumers for discrete rather than traditionally branded luxury products. This change is driven by three factors:
  • First of all, traditional logos and brands have spread to the middle class. As a result, they donít signal wealth in the way they used to do.
  • Secondly, the desire of the upper class to overt status symbols has decreased.
  • And thirdly, niche brands are becoming increasingly popular, particularly through social media.
As such, organizations can now benefit from a more inconspicuous way of branding. However until now, the response to this trend has rather been slow. Wilson, Eckhardt and Belk have developed two best practices that can support organizations to respond to the trend:
  1. Redesign offerings to downsize logos and luxury: Elite brands have started to downsize their brands or even hide them...Sign up



Special Interest Group Leader


Best Practices
Expert Tips


About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2018 12manage - The Executive Fast Track. V15.0 - Last updated: 10-12-2018. All names ô of their owners.