Branded by Labels-How does a brand name establish a socioeconomic status?

By wearing clothing with specific  labels on them, it shows a certain socioeconomic status. Whether it is upper class or lower class, these labels provide a division between people. Labels like Ralph Lauren Polo or Prada hold high status when it comes to fashion. People desire to wear these items because they make one come off as wealthy. Since these labels are so expensive, some people can not afford them. This issue creates a division and a barrier in a sense, among classes. It is human nature to want to be or look well off. People, especially in America, desire to be wealthy. By wearing these clothes, they give off the appearance of wealth and stability. Fashion in this case is more than something you wear, its a label and a mark of your class standing in society.
    In an article titled The Influence of Clothing, Fashion and Race on the Perceives Socioeconomic Status and Persion Perception of College Students ( Lauren A. Mcdermott, Terry F. Pettijohn) , it discusses the influence of brands and labels on clothing in peoples perception of social standing. The study done in this article takes a Caucasian and African American girl and has them where a grey hoodie with a Abercrombie and Fitch label , a Kmart label or no label. They had random people pick a model which they thought was higher class and which sweatshirt. The majority chose the Caucasian model in the AF hoodie.
     The label in this case automatically causes a separation between people. Although the models were wearing the same thing, they chose the Caucasian model in the A&F hoodie because of the label and subconscious racial stereotyping. In my opinion, This was a very beneficial study. It goes to show how a label can really create an identity for someone when people who see them do not even know them. The model herself never exposed what class she was in or which hoodie she would buy so she is completely neutral when it comes to these brands. The instant she puts on the more expensive hoodie, she is branded as an upper/middle class citizen.
     Along with this article, there is another one titled, Analyzing Ads: Socioeconomic Status (Susan Taylor, Mary Kay Madden) that expresses the same type of segregation when talking about labels. This article discusses how brands are portrayed in different ways in order to keep a social standard. When  items are put in vogue, it is automatically assumed that that brand or item is very fashionable and expensive. Also it highlights items like the perfume Chanel N5 and makes it seem more desirable than something like suave body mist and clothing can be used to trick peoples minds into thinking that labels and brands are the top ways to divide people and classes.

This article continues to highlight how there is a clear division between blue collar and white collar workers in social settings.This brings up the question of quality. How important is it to a customer that the product they are buying is good quality? It almost seems like it doesn't matter. If there is a highly respected label on it, then as a consumer, you are good to go. That little brand name means more than the comfort, actual appearance and sensibility of the product. This can also raise the question of does actually quality in personality matter anymore? If all that matters is the brand on clothes but not the value that can be connected to all the matters in a person is how they look or come off as socially;their personality is irrelevant. This is one of the reasons so many people think fashion is superficial. This can be very well interpreted this way but like many aspects of fashion, this concept can be highly argued.

     Overall, labels have a clear way of dividing up socioeconomic classes. This division is evident through the stigma attached to certain labels. The articles looked at proved how labels make people appear wealthy.Being in the upper class and having money is highly desired. This desire is advertised in fashion magazines like Vogue. Labels are more than just a symbol on a shirt, they are a demonstration of class. 

Ethical Questions

- With so much emphasis on labels and need to appear wealthy and stable does actually quality in personality matter anymore?

- It seems as though, quality of an item does not matter at all , all people want is  a brand name. How important is it to a customer that the product they are buying is good quality?

Citations

Taylor, Susan, and Mary Kay Madden. "Analyzing Ads: Socioeconomic Status." 
     Analyzing Ads: n. pag. Writing Commons. Web. 7 Apr. 2014. 
     <http://writingcommons.org/open-text/information-literacy/visual-literacy/ 
     ad-analysis/438-analyzing-ads-socioeconomic-status>. 

Mcdermott, Lauren A., and Terry F. Pettijohn II. "The  Influence  of  Clothing 
      Fashion  and  Race  on  the   Perceived Socioeconomic Status and Person 
     Perception of College Students." Psychology and Society 4.2 (2011): 64-75. 
     Print.