What, no logos? Why some minimalists prefer quiet luxury

Abstract Minimalism is a philosophy based on reduction of consumption and holding fewer possessions that has gained great momentum and popularity worldwide. While prior literature suggests that not all minimalists engage in luxury consumption, a segment of minimalists labeled inconspicuous minimalists are theorized to not only focus on having fewer possessions, but also to have a preference for high product quality and subtlety in design that translates into a higher propensity to purchase “quiet luxury” products. This research empirically examines the relationship between inconspicuous minimalism and luxury consumption. In four experimental studies, we find that contrary to popular belief, certain minimalists are in fact likely to purchase luxury goods. Moreover, we find that inconspicuous minimalists prefer “quiet” versions of luxury brands that are more discreet (no logos), and that these luxury purchases are motivated by a desire for social connectedness to knowledgeable “elites” who share similar cultural capital and values. These findings suggest that inconspicuous minimalists are motivated by social factors, but not by traditional Veblen style conspicuous consumption motives in which the buyer has a desire to impress the masses.