A Fashion Don’t: Why Partnerships Between Luxury Brands and Mass Retailers Often Fizzle–Renée Richardson Gosline

MIT Sloan Prof. Renée Richardson Gosline

From Huffington Post

My latest research* has to do with how people express themselves through the brands they consume. It’s a topic that has interested me for some time.

I grew up in Brooklyn, N.Y., the daughter of immigrants in a happy but definitely modest household. I didn’t go to a fancy high school — although, living in New York, I was very aware of fashion and labels. In fact, while riding the subway to school, I was regularly exposed to conspicuous consumption — from Wall Street bankers in their custom suits, to fashionistas who sported the latest styles. I got the distinct impression that “when you got it, you flaunt it.” So when I arrived for my freshman year at Harvard — the ultimate ivory tower and in a way itself a luxury brand — I had some pretty clear expectations of how people would signal their status. I had in mind something like Dan Ackroyd’s country club-going character Winthrop in the movie Trading Places. But what I saw got me thinking about what status signals really mean.

Read the full post at Huff Post Business

Renée Richardson Gosline is an Assistant Professor of Marketing in the Management Science group at MIT’s Sloan School of Management.

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