iSayFlick Admin
When we think about wealth, it’s easy to assume that wealthy people automatically buy the most expensive version of everything. But often, the opposite can be true.
People with significant wealth may prioritize quality, craftsmanship, longevity, exclusivity, and understated design rather than simply choosing the product with the biggest logo or the highest price tag.
That doesn’t mean affluent people never shop at mainstream stores. Many wealthy consumers buy from the same brands as everyone else. The difference is often what they choose and why they buy it.
I am going to list below 10 well-known brands that may be less appealing to shoppers who prioritize quiet luxury and understated style.
Disclaimer: This list is not based on my personal opinions or judgments about these brands. The information and conclusions are based on sociological trends, consumer-behavior studies, luxury-market trends, and publicly available information.
1. Michael Kors
Michael Kors is a globally recognized fashion brand, but its highly recognizable monogram and logo-heavy designs can feel more mainstream than exclusive.
Someone pursuing a quiet-luxury aesthetic may instead look for pieces with subtle branding, exceptional materials, and timeless silhouettes.
The takeaway: A recognizable logo doesn’t necessarily communicate exclusivity.
2. Coach
Coach has evolved significantly over the years and offers many beautifully made products. However, its widespread availability means that some wealthy shoppers looking for rarity may prefer smaller luxury houses or limited-production pieces.
Interestingly, Coach can still be an excellent choice for someone who wants good design and quality without paying ultra-luxury prices.
3. Guess
I’m not even close to being rich, but Guess has never been one of my favorite brands. Guess is known for bold branding, trendy designs, and its strong presence in mainstream fashion.
For someone trying to create an understated wardrobe, heavily branded pieces may not fit the aesthetic they’re looking for.
Quiet luxury tends to favor “You know it’s expensive because of the quality—not because the logo tells you.”
4. Tommy Hilfiger
Honestly, I’m a bit disappointed—I usually love Tommy Hilfiger, but it is what it is. Tommy Hilfiger is a respected and established American brand, but much of its product range is designed for broad accessibility.
Rich buyers who are focused on exclusivity may choose smaller labels, bespoke clothing, or luxury collections instead.
That said, a wealthy person can absolutely wear Tommy Hilfiger. Wealth doesn’t automatically dictate someone’s wardrobe.
5. Calvin Klein
Calvin Klein is another globally recognized name that occupies a much broader market than traditional luxury houses.
Its minimalist aesthetic can actually fit nicely into a quiet-luxury wardrobe, but shoppers seeking exclusivity may look for higher-end fabrics, construction, or niche designers.
6. Kate Spade
Kate Spade is known for colorful, playful handbags and accessories.
That’s exactly what makes the brand appealing to many consumers—but someone pursuing a minimalist, understated wardrobe may prefer a handbag without obvious branding or seasonal details.
Again, this is about aesthetic preference rather than wealth.
7. Tory Burch
Tory Burch sits in an interesting position because it is considerably more upscale than many mainstream brands while still being widely accessible.
Some rich shoppers may choose less recognizable luxury labels when they want their clothing and accessories to appear more discreet. Tory Burch you still have my heart ❤️.
8. Ralph Lauren’s More Accessible Lines
Ralph Lauren is actually a fascinating example because the company operates across very different price points.
A Polo Ralph Lauren shirt and a high-end Ralph Lauren Purple Label garment are not equivalent products.
Affluent consumers may gravitate toward the brand’s premium collections because of their materials, construction, and tailoring rather than simply buying something because it has the famous polo logo.
Is it just me, or does Ralph Lauren’s cotton clothing tend to lose its color pretty quickly? Anyways, Ralph Lauren I ❤️ U.
9.Anne Klein
Anne Klein is a well-established American fashion name with a long history of sophisticated, work-oriented clothing. The brand has historically focused on making polished, coordinated fashion accessible to a broader group of consumers. For consumers paying closer attention to materials, construction, exclusivity, and longevity, some Anne Klein products may not offer enough of a quality advantage to justify their price compared with competing brands.
10.Tahari
Tahari has built a reputation for elegant, polished fashion, but its recognizable name doesn’t automatically place it in the luxury category. For shoppers who prioritize exceptional materials, craftsmanship, exclusivity, and long-term value, some Tahari pieces may not offer enough differentiation from less expensive alternatives.
Sources for this article.
1. Michael Kors, Calvin Klein, Coach, Kate Spade & Tory Burch
A 2023 Journal of Business Research study, “Does masstige offer the prestige of luxury without the social costs?”, explicitly examined:
- Michael Kors
- Calvin Klein
- Coach
- Kate Spade
- Tory Burch
The researchers classified those five as “masstige” brands, contrasting them with Gucci, Burberry, Prada, Louis Vuitton, and Dior as luxury brands. They conducted consumer experiments examining how people perceive status signals from these brands.
Read the Journal of Business Research study
2. Coach, Tory Burch, Calvin Klein, Michael Kors & Ralph Lauren
A study published in Humanities and Social Sciences Communications examined consumer purchasing decisions involving luxury and fast-fashion brands.
Its U.S. brand group specifically included:
- Coach
- Carolina Herrera
- Tory Burch
- Calvin Klein
- Michael Kors
- Ralph Lauren
The study surveyed consumers about their purchasing behavior and perceptions surrounding luxury versus fast fashion.
3. Ralph Lauren, Calvin Klein, Tommy Hilfiger, Guess, Coach & Michael Kors
Another academic paper examining brand experience, brand equity and authenticity in “new luxury” fashion included:
- Calvin Klein
- Tommy Hilfiger
- Michael Kors
- Coach
- Guess
- Ralph Lauren
among its brand examples.
Read the study at Taylor & Francis
4. Goldman Sachs / Conde Nast handbag research
There is also interesting market research from Goldman Sachs Global Investment Research, based on a Conde Nast survey.
It found that among its national sample:
- Coach — 20%
- Michael Kors — 15%
- Kate Spade — 5%
- Gucci — 4%
- Chanel — 3%
were among the favorite handbag brands.
Guess, Ralph Lauren, Calvin Klein and Tommy Hilfiger also appeared in the broader results.
5.Other
A survey of 1,008 U.S. consumers ages 18–49 with a minimum income of $75,000 and an average income of approximately $200,000 evaluated 24 fashion brands.
The list included:
- Anne Klein
- Calvin Klein
- Coach
- Kate Spade
- Michael Kors
- Ralph Lauren
- Tory Burch
- and luxury brands including Chanel, Dior, Hermès, Louis Vuitton, Gucci, Prada, etc.
