Luxury Goods as Status Symbol in Nigeria

Abstract

In many countries around the world, globalization has intensified hyper-consumerism not only among successful people but also among young people, encouraging individuals to use luxury goods as tools for self-expression and distinction. Nigeria’s socio-economic situation – characterized by sharp inequalities, a young population, a wealthy diaspora, and a growing urban elite – further reinforces the symbolic power of luxury. This article analyzes how the consumption of luxury goods functions as a visible indicator of social status in contemporary Nigeria. The article is based on the literature on the subject, ethnographic observations in the digital environment conducted between 2015 and 2025, and an exploratory survey. The research draws on Veblen’s concept of conspicuous consumption, Bourdieu’s trans-substantialization, Lipovetsky’s shift towards experience, and Social Identity Theory. The results of the study indicate that Nigerians increasingly rely on luxury products to signal their membership in high-status groups and gain access to the privileges associated with elevated social position. Social media platforms serve as key arenas for showcasing a luxurious lifestyle, reinforcing status competition and shaping popular notions of success. Respondents associate luxury with quality, prestige, recognition and social advancement, while also using it to reward themselves and satisfy their emotional needs. In Nigeria, buying luxury goods has become an important way of expressing who you are and where you are going. It shows the changes taking place in society and the economy but also reveals the tension between people’s dreams and their everyday lives.