Quiet luxury: silent luxury strategies

In recent years, the landscape of luxury consumption has undergone a profound transformation driven by cultural, economic, and generational shifts that have changed the symbolic function of luxury goods. In the past luxury was more associated with visible markers of wealth and social status, while in the last decades it has progressively moved toward more discreet, understated, and culturally encoded forms of expressions. This thesis critically examines the rise of silent luxury and investigates the sociocultural and psychological dynamics shaping this transition. Integrating historical analysis, theoretical frameworks from consumer research, and empirical evidence from an experimental study, the research provides a multidimensional understanding of how and why consumers increasingly favor inconspicuous consumption.