The use of luxury brands increases the social status of the person and provides advantages in situations such as a job interview or negotiation. Everyone knows that there are certain occasions in the professional life in which it is convenient to go well dressed, for example, to a job interview, a negotiation to get a contract or a visit to a client. This is intended to give a good image to help achieve the objective pursued. Well, the chances of success increase if one wears luxurious clothes, with marks that the other party can identify.
According to a study, the use of luxury brands increases the social status of the person and provides advantages in social interactions. The research, conducted by professors Jieun Leea and Eunju Kob, of the University of Yonsei (South Korea), and Carol M. Megeheec, of the University of Coastal Carolina (United States), examined how we react to others depending on the brands they wear. For this they tried several scenarios with people who wore logos of luxury brands, others with logos of other brands and others with clothes without any logo. And what they discovered was that, in every situation, people gave preferential treatment to the person who wore the luxury brand.
Researchers consider this result as a clear example of the theory that says people like to brag by indicating in some way to others that they can afford something. What’s related to luxury brands is that the theory predicts that people in expensive clothes would increase their status in the eyes of others.
In the first scenario, 180 people were shown the image of a woman wearing a white polo shirt and the participants were asked to rate their wealth, their status, their attractiveness, the level of confidence in her and other characteristics. In the experiment three versions of the image were used, identical in everything except in relation to the logo of the brand (luxurious, not luxurious or none). The luxury brand logo gave the wearers a significantly higher score (of status) than those with the non-luxury brand logo or the ones without any single logo.
In the second scenario, 150 participants watched the video of a woman in an interview to get a job. Also, and as in the previous case, three equal versions of the video were used in everything except the logo on the woman’s shirt. The participants had to rate it in relation to a certain number of characteristics, but this time they also had to assess both their suitability for the job and the salary they should receive. Those who saw the video with the logo of the luxury brand considered that the woman was very suitable for the position, in addition to rating it also much higher in status and wealth. This same group also thought that it deserved the highest retribution. When asked to choose their hourly wage from five different possibilities, about half of those who watched the video with the luxury brand logo chose one of the two highest rates, a percentage well above 12% of those who saw the video with the brand that was not luxury and 10% of those who watched the video without any logo that did the same.
From these results, the authors of the study concluded several things. First, that luxury brands are positively associated with wealth and status. Second, that people who wear clothes with luxury brand logos receive preferential treatment with respect to others. Third, that who wears that type of garments when going to request some type of donation obtains donations much larger than in other cases. And, finally, the influence on others when they dress with luxury brands is greater when in social interactions people of different gender participate when they belong to it. You can already imagine why. The results of this study are in line with what is expressed by Feras Antoon. He said that there is a strong relationship between brands with a level of trust.