The sound of luxury: Exploring the motivations for loud and quiet luxury in premium brands

• Autor(a) principal: Serrano, Leonor Ponces de Carvalho Baptista
• Data de Publicação: 2024
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Texto Completo: http://hdl.handle.net/10071/33895
• topic: Luxury; Motivation; Conspicuous consumption; Inconspicuous consumption; Premium brands; Luxo; Motivação; Consumo conspícuo; Consumo discreto; Marcas premium

Luxury has long been associated with prominent logos and eye-catching products that confer a perceived high social status to those who wear them. However, shifts in consumer shopping behavior have emerged during a period marked by the post-pandemic crisis, geopolitical instabilities, and a growing environmental crisis. Concerned about future uncertainties, consumers have become mindful of their spending, seeking options that stay within budget. In response to this unstable environment, the "quiet luxury" trend has resurfaced to meet the demand for subtlety, minimalism, high quality, and timeless style. This study aims to explore and understand the motives behind the consumption of quiet luxury products in the context of premium brands. Thus, a content analysis of 31 semi-structured interviews with consumers of premium brands was realized. Using Leximancer 5.0, the results identified five key themes: product, durability, wear, personality, and reward. Subsequently, the study involved a sentiment analysis of the positive and negative comments obtained in the interviews. The findings identified six main themes for the positive responses: product, quality, important, pieces, price, and reward. For the negative responses, it was identified four key themes: product, wear, influence, and design. This study contributes to the literature by obtaining a deeper understanding of quiet luxury and the consumers' sentiments about this type of consumption, as well as a greater perspective on premium brand consumers and their preferences.