Mezi tichým a hlasitým luxusem: Dynamika spotřebitelských preferencí v luxusní módě

This study examines the dynamics of consumer preferences in luxury fashion between "quiet luxury" (QL) and "loud luxury" (LL) in relation to social and personal factors. The aim was to capture how consumers perceive and construct this boundary in their everyday lives. The theoretical section defines key terms and presents consumer typologies as well as concepts related to status signalling and contemporary luxury marketing. The research was conducted qualitatively through seven semi-structured interviews and photo-elicitation. Data analysis revealed four main thematic areas: the material dimension of the product, identity and values, situational brand visibility, and the role of the digital environment. The main finding is that consumers are not fixed types on the QL–LL axis but move between these poles depending on the situation and context. The result of this work is a conceptual framework for this dynamic movement, which expands existing static typologies and creates a foundation for further quantitative research.