Abstract
Today we are witnessing a trend towards subtler hints of luxury, reflecting the rise of inconspicuousness. We seek to address the contradictions of paying a premium for luxury with subtle logos that provide less effective brand signaling to others by exploring two research questions: What emotions do consumers experience in relation to their inconspicuous luxury consumption? How do emotions associated with symbolic meanings of inconspicuous luxury consumption play a role in self-identity communication? Using the luxury fashion goods context, in-depth interviews and naturalistic observational data of 10 luxury consumers with inconspicuous preferences in Dubai reveal three main themes contributing to inconspicuousness: emotional self-defense, self-enhancement, and social-defense. Inconspicuousness symbolizes self-protection and association with tasteful luxury and dissociation from luxury faux pas.
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