The Flip Side To Wearing Luxury Brands

By Brian Maynor

 

Designer clothing is expensive. No one can dispute that, but does the brand really matter?

Imagine you’re conducting an interview and have two equally qualified, competent and capable candidates to choose from; the only difference is one is wearing an outfit from Prada and the other one is wearing an outfit from Target. Will that fact alone impact the candidate you hire? According to a new study in the Journal of Business Research, the answer is ‘yes’.

When evaluating people wearing a luxury brand logo, a non-luxury brand logo and no logo, participants almost always gave preferential treatment to the person wearing the luxury logo. Here are a few of the theories as to why that happens and tips to remember:

1. Wealth & Status. The bottom line is that we all wear designer clothes to show others we can afford them. The theory is that this subsequently increases our importance in the eyes of others since designer clothing works as a status symbol. The research proved the theory.
2. Trustworthiness & Value. While we tend to believe someone wearing a designer outfit quicker than someone wearing a non-luxury brand and value their opinions more, according to the study we tend to compensate them more as well. When participants were asked to pick a salary range for each candidate over half gave the luxury candidate one of the top two ranges compared to only 12% for the non-luxury candidate and 10% for the no-logo candidate.
3. Subtle. Before you rush out and invest in a designer purchase, it should be pointed out that not all designer items are equal. Luxury brands are known more for a signature style, color palette or material that changes each season so you won’t find or should avoid any large repetitive logos. That is the hallmark of non-luxury clothing and would defeat the purpose of the purchase.
4. Familiarity. In order for this theory to work, others have to identify and know the brand. If you have to explain whom you’re wearing the impact is lost.

 

Wearing designer clothes has always impacted how we feel about ourselves, but this new research solidifies that it also impacts how others think of us. That’s good news for those who want justification for a luxury purchase, but like all fashion ‘rules’ they are subjective. I wouldn’t recommend breaking your budget based on this study alone.

You still need to invest wisely in your image and that doesn’t mean just buying things that are expensive. Several factors go into the value of an item, and the price tag should be at the bottom of the list.

 

Click here or on the images below to learn more about the outfit.

 

 

Click here or on the images below to learn more about the outfit.

 

 

 

I am always curious to hear from you and what you see in the workplace. Send your questions, comments and pet peeves to [email protected]. Also find each of these storyboards at http://brianmaynor.polyvore.com with links to purchase each item.

 

 

About Brian Maynor

Brian Maynor has built a reputation as one of the leading style coaches in the Southeast and is quickly expanding his eponymous company, BRIAN MAYNOR and his FIND, FLATTER & FLAUNT line of image consulting services. A professional with a fresh, upbeat and down-to-earth personality and boundless creative energy, he works frequently with with local celebrities; Fortune 500 companies and nonprofit organizations; modeling agencies; fashion designers; production companies; record labels; media and individuals. A regular contributor to various fashion blogs and online communities, Brian Maynor is one of the most trusted and recognized style experts in the region, utilizing his education and training as a broadcast journalist to serve as a style lecturer, emcee, and commentator for over a decade. He has appeared at fashion shows, expos, and charity fundraisers, as well as events with big brands like Banana Republic, Ann Taylor, Chico’s and Macy’s. His approach is innovative, creative and fashion-forward, balancing fresh, modern styles with classic pieces to keep one’s look grounded. To learn more, visit http://www.brianmaynor.com.

 

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