Short answer
Prioritize price as a key differentiator and signaling mechanism for conspicuous consumers, rather than solely relying on trend-driven design.
- Field
- Innovation & Markets
- Source
- Journal of Fashion Marketing and Management (2016)
- Method
- Quantitative survey research
- Sample
- 261 participants
- Evidence
- Moderate effect
Young professionals are more influenced by the price tag of clothing than its fashionable status when engaging in conspicuous consumption. This innovation & markets research insight is drawn from a 2016 study published in Journal of Fashion Marketing and Management. Using Quantitative survey research with 261 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Prioritize price as a key differentiator and signaling mechanism for conspicuous consumers, rather than solely relying on trend-driven design.
Price, not trendiness, drives conspicuous clothing consumption in young professionals
Young professionals are more influenced by the price tag of clothing than its fashionable status when engaging in conspicuous consumption.
Journal of Fashion Marketing and Management · 2016
Key Findings
- 01Price was a stronger indicator of conspicuous consumption than fashionability.
- 02Differences in consumption levels were more pronounced between low and medium/high conspicuous consumers than between medium and high groups.
Application
Design takeaway
Prioritize price as a key differentiator and signaling mechanism for conspicuous consumers, rather than solely relying on trend-driven design.
How to apply
When designing and marketing products aimed at consumers who engage in conspicuous consumption, consider how price can be used as a strategic element to convey status and desirability.
Project actions
- 01Consider how your design choices, particularly material and manufacturing costs, can influence the perceived price and thus the appeal to status-conscious consumers.
- 02Investigate how different market segments perceive value and status through price points.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Focuses on a specific, relevant consumer group (young professionals).
- +Differentiates between 'expensive' and 'fashionable' aspects of clothing.
Limitations
Generalizing findings from a specific demographic (young professionals in the UK) to a wider population may be problematic. Subjectivity in defining 'expensive' and 'fashionable' can introduce bias.
Reliability & validity
The study's validity could be enhanced by using objective measures of clothing price and fashionability (e.g., brand value indices, expert fashion panel ratings) rather than solely relying on self-reported perceptions.
Think critically
To what extent does the perceived 'value' of a fashion item, beyond its functional or aesthetic qualities, dictate its adoption by status-conscious consumers?
Design Principles
"The perceived cost of a product can be a more potent signal of status and desirability than its adherence to current fashion trends for certain consumer segments."
Understanding the primary drivers of conspicuous consumption allows brands and designers to tailor their product development and marketing strategies effectively. Focusing on perceived value and exclusivity through pricing can be more impactful than solely chasing fleeting trends.
What This Means for Your Design
For young professionals, how expensive clothes are matters more than how trendy they are when they want to show off.
How to use in your project
- 1.Use findings to justify design choices that might involve higher material costs or premium branding to appeal to specific market segments.
- 2.Inform the selection of target markets based on their propensity for conspicuous consumption.
Add to My Project
Quick Cite
Paragraph starter
This research indicates that for young professionals, the perceived expense of clothing is a more significant driver of conspicuous consumption than its fashionable attributes. This suggests that design and marketing strategies targeting this demographic should consider leveraging price as a primary signal of status and desirability, as the gap between low and higher conspicuous consumers is substantial.
Source
Journal of Fashion Marketing and Management
Young professionals’ conspicuous consumption of clothing
journal · 2016
View sourceQuestions About This Research
- What does the research say about price, not trendiness, drives conspicuous clothing consumption in young professionals?
- Prioritize price as a key differentiator and signaling mechanism for conspicuous consumers, rather than solely relying on trend-driven design. Evidence: Journal of Fashion Marketing and Management (2016).
- Why does "Price, not trendiness, drives conspicuous clothing consumption in young professionals" matter for design?
- Understanding the primary drivers of conspicuous consumption allows brands and designers to tailor their product development and marketing strategies effectively. Focusing on perceived value and exclusivity through pricing can be more impactful than solely chasing fleeting trends.
- How can designers apply this research?
- Prioritize price as a key differentiator and signaling mechanism for conspicuous consumers, rather than solely relying on trend-driven design.
- What were the main findings?
- Price was a stronger indicator of conspicuous consumption than fashionability.. Differences in consumption levels were more pronounced between low and medium/high conspicuous consumers than between medium and high groups.
- What research method was used?
- Quantitative survey research with 261 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2016 journal from Journal of Fashion Marketing and Management.
- What should I do differently in my next project?
- When designing and marketing products aimed at consumers who engage in conspicuous consumption, consider how price can be used as a strategic element to convey status and desirability.
- What are the limitations?
- The study focused on a specific demographic (UK young professionals) and may not generalize to other age groups or cultural contexts. The definition of 'expensive' and 'fashionable' can be subjective.