Breaking the Stereotype: Wealthy Consumers’ Fashion Preferences Extend Far Beyond Quiet Luxury — Retail Bum

What is quiet luxury? It is a style that prioritizes understated elegance and high-quality materials. It is also a style that has come to be associated with the super-wealthy, leaving logo-filled ensembles and trendy statement pieces for the cohort of consumers who strive to have such wealth.

But that could not be further from the truth. In fact, it is just stereotyping at its finest.

While yes, it may be true that only a certain type of consumer could comfortably afford a $1,800 Brunello Cucinelli cable-knit sweater, the assumption that all wealthy consumers choose to dress this way is a false narrative.

For example, China leads the world in luxury. It is why so many retailers remain bullish on their investments in China, even during a time when Chinese consumers are not ready to spend.

But what do Chinese consumers shop for?

Chinese consumers are known for their bold and expressive fashion choices, which can range from clothing featuring prominent logos to those made with the finest materials. They are also known to prioritize avant-garde or trendy pieces over brand loyalty.