Quiet luxury in the men's luxury market

Abstract

This study analyzed how the consumption of quiet luxury manifests in the luxury men's fashion market. Bibliographic research was conducted to explore existing studies on consumer culture, fashion consumption, luxury consumption, social distinction, and quiet luxury. A qualitative methodology was adopted, employing interviews with experts and consumers and non-participant observation in a luxury shopping mall. The data analysis was structured around four themes: construction of behavior and consumption habits; personal and social expression through consumption; consumption as a tool for social distinction; and aesthetics of the physical environment and products. This structure facilitated a more precise interpretation of the findings. The analysis revealed the significant influence of the quiet luxury movement and the luxury market on shaping consumer behavior and habits, as well as the use of consumption as a means of personal expression and social distinction. Additionally, it highlighted subtle aesthetic shifts driven by the rise of brands aligned with quiet luxury. Addressing a gap in the literature on the male luxury market, the study contributed insights into consumption habits, motivations, and perceptions within this segment. Reports indicate substantial growth in luxury consumption by male consumers, underscoring the relevance of the topic. Future research should explore the drivers behind this increase in consumption and examine luxury product categories, considering cultural and social media influences, using both quantitative and qualitative methods.

Keywords: Quiet luxury; men's luxury market; men's fashion; social distinction; consumer culture.