Research pick: Don’t get your knickers in a twist - "Adoption barriers of luxury lingerie as an inconspicuous consumption product"

Urban Indonesian women are turning to luxury lingerie as a discreet form of self-expression. Research in the International Journal of Business Innovation and Research suggests that private, emotionally driven motivations now play a bigger role in luxury consumption than public displays of status. The study, based on survey responses from 309 women aged 20 to 45, argues that in a culture shaped by modesty and social restraint, intimate apparel has become a quiet vehicle for identity, confidence, and emotional reassurance.

The research used Structural Equation Modelling, a statistical method that tests how multiple psychological factors interact, to determine what most strongly influences women’s intentions to buy luxury lingerie. They found that attitude towards the product is the key driver of the decision to purchase, as one might expect. Self-concept, defined as an individual’s perception of who they are or aspire to be, and emotional attachment to the product also both feed into the decision. Together, they shape whether consumers feel a piece of luxury lingerie fits their sense of self and enhances their emotional well-being.

Interestingly, the research showed that brand trust did not matter much in making a purchase decision. For such items, worn privately, rather than displayed publicly, the researchers suggest, emotional resonance outweighs confidence in a brand’s reliability or reputation. Social media, however, emerged as an outlier in the decision-making process. The personal identity-associated factors worked through attitude, but digital exposure exerted a direct influence on purchase intention. The research suggests that online content, influencer, and targeted advertising, can pique interest in private luxury.

The team points out that “inconspicuous luxury consumption” perhaps sits better in Indonesia’s society, where overt indulgence might attract disapproval. Luxury lingerie allows women to navigate ambition and cultural expectations at the same time. The value of such private clothing lies less in visibility than in the feelings of refinement, femininity, and control it can afford. This understanding, of course, feeds into how luxury brands can better sell their goods in such socially conservative markets.

Mores, H. and Pradipto, Y.D. (2025) ‘Adoption barriers of luxury lingerie as an inconspicuous consumption product’, Int. J. Business Innovation and Research, Vol. 38, No. 6, pp.1–29.