Quiet luxury brands promote an exclusive and discerning lifestyle in an upstream market. This study discusses the increasing role of customer relationship by exhibiting the adaptive selling practices of salespersons engaged with these brands and is founded on the maxims of relationship management theory and theory of adaptive behavior. This study has been conducted in three up-market shopping malls in Mexico City to analyze the performance of salespersons in selling four quiet luxury brands of Mexican origin. The data collection pertains to 130 respondents using Google forms, Instagram, and other social media platforms of the selected quiet luxury brands during November 2023–March 2024. This study observes that salespeople tend to inculcate adaptive sales behavior quickly through customer profiling on digital networks, leading to faster behavioral adaptation process. The quiet luxury brand needs to disseminate brand knowledge to enhance the perceived information and intrinsic motivation to buy. The study reveals that easy modes of payment of quiet luxury brands stimulate the big middle segment of consumers. This study discusses the increasing role of customer relationship by exhibiting the adaptive selling practices of salespersons engaged with the quiet luxury brands. This study is founded on the theory of adaptive behavior and theory of relationship management in the context of quiet luxury brands sales. The findings of the study are limited to quiet luxury brands in Mexico, which aim at analyzing the selling practices and developing brand image through tactical selling techniques. The quantitative variables used in this study pertain to the hypotheses analyzed in this study. However, more variables can be used in the study to understand the impact of these in the quiet luxury brand segment. This study contributes to the theory of adaptive behavior in the context of information dissemination, cognitive reasoning, and developing relationship proximity. In view of the performance of quiet luxury brands, the trickle-down theory, which emphasizes fashion adoption across the demographic segments in society, can be explained in the context of customer taxonomy by arguing that the lead users influence the early adapters who in turn motivate early and late majority. Synergies between salespersons’ orientation toward selling quiet luxury brands and diverse customer preferences can be developed by imparting appropriate selling skills within the salespersons-organization perspective. Firms must identify salespeople’s natural tendencies to develop selling skills by focusing on acquisition and retention of customers. The social perspectives of these brands embed bridging social inequality and encourage transforming lifestyles. The easy modes of payment of quiet luxury brands stimulate the big middle segment of consumers to adapt to the changing fashion and enhance the perceived value of these brands.

Brands Speak Themselves: Adaptive Selling Behavior in Transcending Quiet Luxury Brands

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发表日期：

2026年

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Rajagopal,
Ananya Rajagopal

摘要

Quiet luxury brands promote an exclusive and discerning lifestyle in an upstream market. This study discusses the increasing role of customer relationship by exhibiting the adaptive selling practices of salespersons engaged with these brands and is founded on the maxims of relationship management theory and theory of adaptive behavior. This study has been conducted in three up-market shopping malls in Mexico City to analyze the performance of salespersons in selling four quiet luxury brands of Mexican origin. The data collection pertains to 130 respondents using Google forms, Instagram, and other social media platforms of the selected quiet luxury brands during November 2023–March 2024. This study observes that salespeople tend to inculcate adaptive sales behavior quickly through customer profiling on digital networks, leading to faster behavioral adaptation process. The quiet luxury brand needs to disseminate brand knowledge to enhance the perceived information and intrinsic motivation to buy. The study reveals that easy modes of payment of quiet luxury brands stimulate the big middle segment of consumers. This study discusses the increasing role of customer relationship by exhibiting the adaptive selling practices of salespersons engaged with the quiet luxury brands. This study is founded on the theory of adaptive behavior and theory of relationship management in the context of quiet luxury brands sales. The findings of the study are limited to quiet luxury brands in Mexico, which aim at analyzing the selling practices and developing brand image through tactical selling techniques. The quantitative variables used in this study pertain to the hypotheses analyzed in this study. However, more variables can be used in the study to understand the impact of these in the quiet luxury brand segment. This study contributes to the theory of adaptive behavior in the context of information dissemination, cognitive reasoning, and developing relationship proximity. In view of the performance of quiet luxury brands, the trickle-down theory, which emphasizes fashion adoption across the demographic segments in society, can be explained in the context of customer taxonomy by arguing that the lead users influence the early adapters who in turn motivate early and late majority. Synergies between salespersons’ orientation toward selling quiet luxury brands and diverse customer preferences can be developed by imparting appropriate selling skills within the salespersons-organization perspective. Firms must identify salespeople’s natural tendencies to develop selling skills by focusing on acquisition and retention of customers. The social perspectives of these brands embed bridging social inequality and encourage transforming lifestyles. The easy modes of payment of quiet luxury brands stimulate the big middle segment of consumers to adapt to the changing fashion and enhance the perceived value of these brands.