Stealth Wealth

Shopping discreetly (“stealth spending”) or buying unbranded products (“hidden luxury”) in an attempt to make one’s consumption less conspicuous during a recession.

The Telegraph reported that Jimmy Choo held a special sales event in the London living room of the company’s founder Tamara Mellon, and noted that “‘stealth fashion’ sales are becoming increasingly common among luxury goods-makers as wealthy consumers become more reluctant to be seen to be spending large sums of money during more austere economic times.”

Observing that some people feel guilty or embarrassed by their financial prosperity, Forbes recently listed “ten ways to buy luxury, discreetly” - including a Hermes plum-colored Sac de Golf trimmed in buffalo leather. The golf bag costs $6,500 but, “most importantly, it doesn’t scream ‘look at me!’”

However, The India Times noted that “Once again, the up-and-coming Indian luxury market seems to be largely bucking the worldwide trend with flamboyance still playing an important role … That’s the Indian twist to this luxury squeeze tale – the addition of a new alternative to the stealth wealthmantra: If you buy less, buy more obvious!”