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The Power of the Unseen

Jurgeleit, Elisabeth LU and Spitzer, Kristina LU (2025) BUSN39 20251
Department of Business Administration
Abstract
This study explores the underlying motivations that lead middle-class consumers to eschew visible branding in favor of more inconspicuous forms of brands in their expression of self.
Within the framework of contemporary Consumer Culture Theory, identity construction
through symbolic consumption has been extensively examined. In this context, fashion,
particularly the use of branded logos, has been widely recognized as a powerful medium for the articulation of identity within social settings. Such symbolic displays function as mechanisms for social distinction, group affiliation, social class, and the reinforcement of hierarchical social structures. However, a cultural shift is occurring, particularly within the luxury segment,... (More)
This study explores the underlying motivations that lead middle-class consumers to eschew visible branding in favor of more inconspicuous forms of brands in their expression of self.
Within the framework of contemporary Consumer Culture Theory, identity construction
through symbolic consumption has been extensively examined. In this context, fashion,
particularly the use of branded logos, has been widely recognized as a powerful medium for the articulation of identity within social settings. Such symbolic displays function as mechanisms for social distinction, group affiliation, social class, and the reinforcement of hierarchical social structures. However, a cultural shift is occurring, particularly within the luxury segment, characterized by a ovement away from overt brand displays toward more minimalist and subtle branding. Despite this trend, existing literature inadequately addresses the research gap oncerning why middle-class consumers deliberately avoid visible branding for self-expression. Accordingly, this study seeks to enhance our understanding of consumer
behaviour in relation to brand invisibility and its significance in the expression of personal identity.
The research is based on twenty interviews, investigated through a qualitative analysis and further compared and contrasted to existing academic literature. The findings reveal middle-class consumers’ four principal motivations underlying the avoidance of overt branding: the Articulation of Maturity, the Expression of Authenticity, the Signaling of Exclusivity, and the Active Control of Social Perception. These insights contribute to a more critical consumer awareness, concerning the anchored assumption of the social importance of visible branding, while recognizing the significance of invisible branding in self-expression. Furthermore, the results highlight an emerging transformation in consumer behaviour,
indicating that what was once perceived as a niche trend in the luxury segment, is evolving into a broader social movement within the fashion industry. The data also offer valuable implications for marketers, enabling a more concrete understanding of middle-class consumer perspectives, potentially assisting for more attuned marketing strategies. In conclusion, the study underscores a wider cultural transition in self-expression from mass-market, conspicuously branded fashion toward understated, invisible branding. This shift calls for further inquiry into self-expression through invisible branding, while signaling an increasing demand for ethical branding practices grounded in authenticity, personal style, and individuality, rather than mainstream trends. (Less)
Please use this url to cite or link to this publication:
author
Jurgeleit, Elisabeth LU and Spitzer, Kristina LU
supervisor
organization
alternative title
Invisibility as the Language of Self-Expression
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
keywords
Consumer Culture Theory, Identity Construction, Invisible Brands, Self-Expression, Visible Brand Avoidance
language
English
id
9203881
date added to LUP
2025-06-30 12:12:19
date last changed
2025-06-30 12:12:19
@misc{9203881,
  abstract     = {{This study explores the underlying motivations that lead middle-class consumers to eschew visible branding in favor of more inconspicuous forms of brands in their expression of self. 
Within the framework of contemporary Consumer Culture Theory, identity construction 
through symbolic consumption has been extensively examined. In this context, fashion, 
particularly the use of branded logos, has been widely recognized as a powerful medium for the articulation of identity within social settings. Such symbolic displays function as mechanisms for social distinction, group affiliation, social class, and the reinforcement of hierarchical social structures. However, a cultural shift is occurring, particularly within the luxury segment, characterized by a ovement away from overt brand displays toward more minimalist and subtle branding. Despite this trend, existing literature inadequately addresses the research gap oncerning why middle-class consumers deliberately avoid visible branding for self-expression. Accordingly, this study seeks to enhance our understanding of consumer 
behaviour in relation to brand invisibility and its significance in the expression of personal identity. 
The research is based on twenty interviews, investigated through a qualitative analysis and further compared and contrasted to existing academic literature. The findings reveal middle-class consumers’ four principal motivations underlying the avoidance of overt branding: the Articulation of Maturity, the Expression of Authenticity, the Signaling of Exclusivity, and the Active Control of Social Perception. These insights contribute to a more critical consumer awareness, concerning the anchored assumption of the social importance of visible branding, while recognizing the significance of invisible branding in self-expression. Furthermore, the results highlight an emerging transformation in consumer behaviour, 
indicating that what was once perceived as a niche trend in the luxury segment, is evolving into a broader social movement within the fashion industry. The data also offer valuable implications for marketers, enabling a more concrete understanding of middle-class consumer perspectives, potentially assisting for more attuned marketing strategies. In conclusion, the study underscores a wider cultural transition in self-expression from mass-market, conspicuously branded fashion toward understated, invisible branding. This shift calls for further inquiry into self-expression through invisible branding, while signaling an increasing demand for ethical branding practices grounded in authenticity, personal style, and individuality, rather than mainstream trends.}},
  author       = {{Jurgeleit, Elisabeth and Spitzer, Kristina}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{The Power of the Unseen}},
  year         = {{2025}},
}