QUITE LUXURY: SILENT LUXURY MARKETING APPROACH

Quiet luxury is one of the latest trends emerging in the luxury industry. It has been gaining momentum in recent years as a response to the economic uncertainty which followed the pandemic. The current global scenario brought back a preference for understated pieces, which hold great value thanks to their craftmanship, quality and subtlety, but do not overtly display it through prominent branding. As consumers increasingly seek uniqueness and exclusivity in today’s world where even conspicuous luxury is no longer a marker of social status, their needs are met by a trend which is all about inconspicuousness, elegance and subtlety. Consequently, many fashion houses have begun to embrace and integrate this aesthetic and lifestyle in their collections. The aim of this paper is to investigate the phenomenon of quiet luxury by analyzing the values it embodies and the motivations behind its growing appeal. Moreover, an investigation on the silent marketing and communication strategies adopted is performed to better understand how they influence product perception and brand desirability, and how they can restore the perception of exclusivity which conspicuous luxury brands might have lost. To answer these questions, the research covers two quiet luxury brands case studies in different cultural contexts, providing a qualitative analysis on the strategies adopted to craft the brand’s identity.