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Consumption of luxury goods constitutes a growing industry in vari-ous developing economies such as China, India and South American countries such as Chile. The True-Luxury Global Consumer Insight 2018 study (BCG & Altagamma, 2018) forecasts an increase in the luxury market by 347 billion euros between 2017 and 2024 worldwide. In this category, the new-luxury subcategory stands out, which is defined as premium products that are affordable to middle-income consumers (Silverstein et al., 2008). The new-luxury is related to the massification of luxury generated by technological and management improvements, which involve reducing production costs on exclusive and high-priced goods. Brun and Castelli (2013) point out that the new-luxury is affordable for a large group of customers, as it is not limited to scarce and prohibitive products, such as jewellers, mansions or yachts. According to Kumar et al. (2020), the marketing of luxury brands targeted to middle-class to develop mass prestige, is a new phenomenon and represents a good opportunity. A group that has been the focus of prestigious and accessible brands are young adults because of their higher income and access to technology (UBS Group AG, 2018).The growth in luxury consumption has encouraged the development of research that seeks to explain why customers acquire them, especially, to understand the motivations that guide their purchase

Conspicuous consumption has been studied in the millennial generation in the United States and Asia; in Latin America, however, it has scarcely been analysed. The purpose of this study is to examine whether conspicuous motivations in millennial consumers are more prominent in men than in women associated with the consumption of new luxury goods in Latin America. A survey was developed to measure conspicuous motivation, more specifically, bandwagon and snob effects. It was responded by 712 university students located in five different cities in Chile. The findings of the study showed that the bandwagon and snob motivations were higher in men than in women. Men also showed a greater tendency than women to purchase and use new luxury products in social contexts. These results suggest that managers could adjust their marketing strategies to better target millennial consumers of new luxury products.