What: The FT reviews how rich customers display their wealth today, and how “aspirational” rich customers copy them.

Why is that important: Judging a book by its cover is no longer relevant and department store staff have to be extremely careful when dealing with their VICs who might not look like their personal net worth.

Wealthy individuals no longer flaunt their affluence overtly. Instead, they embrace "stealth wealth" or "quiet luxury," a more subtle display of their financial status.

This approach entails wearing casual or mixed-brand clothing rather than outfits from high-end designers from head to toe.

Contrary to the old belief that one's attire reflects their wealth, people now prioritize individualism and authenticity over blatant luxury.

Some signs of wealth, like custom-made shoes or a rare diamond, remain, but they're often understated or accompanied by less pricey items. For instance, a custom-tailored suit might be paired with old chinos or worn-out shoes, or a high-end watch might be worn alongside a simple shirt.

Recognizable brand logos are less sought after, with many wealthy individuals preferring lesser-known brands or items without evident branding. Watches and shoes are still indicative of a man's wealth, while women's affluence might be judged by the quality of fabrics they wear, their grooming, and unique jewelry pieces. Yet, many of these indicators are now so subtle that only those in the know can spot them.

How customers “rich look” has changed