Unveiling the allure of luxury: Ghana's growing fascination with prestige and style

In recent years, Ghana's luxury consumption has undergone significant shifts, shedding its traditional association with privilege and exclusivity.

Luxury spending, referred to as non-essential and costly products and services, has been developed as a strategy to indicate social status, attract mates, and build alliances with others. Luxury products can be the ideal means to display status and wealth given the high cost of these items.

Multiple studies have demonstrated that activating a motive to attract a mate increases the attention men give to expensive products. More so, recent evidence suggests that women might use luxury products to signal to men about their mating standards.

Ghanaians from diverse socioeconomic contexts have developed an enthralling fascination with luxury goods, fuelling a growing desire to acquire and flaunt these prestigious items. The expanding prevalence of luxury consumption in the country is driven by several underlying factors. The desire for social recognition and prestige is a motivating force behind the Ghanaian’s obsession with luxury goods.

Throughout history, luxury items have represented affluence and exclusivity, enabling individuals to publicly display their fortune and social status. In Ghanaian culture, luxury has become synonymous with wealth and status. As the economy improves and the middle class develops, an increasing number of people now have the means to purchase luxury items and desire the social status that comes with them.

Psychologists study the reasons people engage in certain behaviours. Although human behaviours are driven by ultimate reasons, people do not need to know, or they often do not really know consciously, what the connection is between the proximate triggers of their behaviours and the ultimate reasons behind those behaviours. In fact, studies indicate that people are particularly poor at recognizing the ultimate reasons for their actions.

Ghana's attraction to conspicuous consumption is also strongly influenced by global trends and media influence. Increased exposure to international fashion, entertainment, and lifestyles via fashion periodicals, social media, and celebrity culture has had a significant impact on consumer aspirations.

Ghanaians now have a better understanding of luxury brands and their association with allure, sophistication, and affluence. As a result, there is an increasing desire to imitate the lifestyles of the affluent and renowned, propelling the demand for luxury goods. Shatta Wale, a well-known musician and entrepreneur, exemplifies Ghanaians' growing fascination with conspicuous consumption.

Shatta Wale's active presence on social media platforms allows him to frequently display his luxurious possessions and extravagant lifestyle. His ostentatious displays of luxurious vehicles, designer clothing, and high-end accessories have given him some leverage to charge high fees before performing at an event and have also led to the influx of millions of followers, especially among Ghana's youth. Numerous devotees of Shatta Wale aspire to emulate his manner and success, resulting in an increase in demand for prestige products endorsed or associated with him.

Additionally, celebrities' influence extends to collaborations and endorsement deals with luxury brands. Numerous local and global luxury brands have collaborated with Ghanaian celebrities to promote their products.

By utilising the celebrity's influence and allure to their fan base, these collaborations generate consumer desire for the same luxury items. When a renowned Ghanaian actor or actress is spotted wearing or endorsing a luxury watch or fashion brand, the demand for that product among their followers and devoted admirers increases significantly.

In addition to the influence of celebrities, changing societal values and attitudes towards conspicuous consumption have contributed to its growing popularity in Ghana. Luxury consumption is now viewed as a means of self-expression, a personal reward, and an investment in quality and craftsmanship. Ghanaians increasingly value the experience and exclusivity offered by luxury brands, viewing them as a means to enrich their lifestyle and express their individuality.

Recognising the market's potential, luxury brands have actively expanded their presence in Ghana to pander to the local consumer base. This includes forming alliances with local retailers and opening flagship stores to make luxury goods more accessible to a broader range of consumers. The increased accessibility has fueled the demand for luxury products even further.

In addition, cultural and social events have played a significant role in the incorporation of conspicuous consumption into Ghanaian culture. Festivals, award ceremonies, and fashion shows have evolved into stages for individuals to exhibit their style and sophistication.

Sponsoring and participating in these events by luxury brands creates a strong association between the brands and the social aristocracy, thereby increasing the demand for luxury products in Ghana. In addition, the emergence of new market dynamics in Ghana has facilitated the democratisation of luxury consumption. As the nation's economy continues to expand and the middle class grows, more people can now afford to indulge in luxury purchases.

The rise in disposable income and improvement in living conditions have expanded the market for luxury goods. This expansion of the middle class has not only widened the market but also altered how luxury consumption is perceived. It is no longer considered an unattainable aspiration designated for a select few, but rather an attainable objective for a larger segment of the population.

The introduction of e-commerce and online purchasing platforms has also had a significant impact on the availability of luxury items. Ghanaians can now browse and purchase luxury items from the comfort of their residences, opening up a world of previously limited luxury options due to geographical restrictions.

The convenience of online purchasing, in conjunction with secure payment systems and dependable delivery services, has contributed to the increase in luxury consumption by facilitating a hassle-free shopping experience. In addition, the increased availability and presence of luxury brands in Ghana have fueled the demand for luxury goods.

Luxury retailers have responded to the country's increasing market potential by establishing a firmer foothold. This includes the establishment of flagship stores, luxury boutiques, and specialised sections within existing retail spaces. Consumers can immerse themselves in the world of luxury and make informed purchasing decisions due to the physical presence of luxury brands.

In addition to their physical presence, luxury brands have adopted digital marketing strategies to connect with the Ghanaian public. They use social media platforms, influencer partnerships, and targeted online advertising campaigns to build brand awareness and generate interest in their products. By strategically aligning themselves with local influencers and personalities, luxury brands can appeal to Ghanaians' aspirational desires and create a sense of desirability and exclusivity for their products.

To sum up, conspicuous consumption functions as a signalling mechanism to communicate social status, resources, and reproductive fitness, as well as a psychological reward that reinforces adaptive behaviours.

The rising prevalence of conspicuous consumption in Ghana can be attributed to a number of factors. Contributing to this phenomenon are the desire for social recognition and prestige, the influence of global trends and media, celebrity endorsements, shifting societal values, the growing middle class, the convenience of online purchasing, and the increasing presence of luxury brands in the country.

As Ghanaians continue to embrace luxury consumption, the market will probably continue to evolve and adapt to satisfy consumers' changing aspirations and desires.

By:

Dr. Mrs. Juliana Akushika Andoh
Lecturer/Faculty Research Officer;Faculty Of Management Studies/ Consultant

Bernard Agyei Aryee
Consultant