In Other News, Shoppers Respond REALLY Well to Snobby Staff at Luxury Boutiques

The Fashionisto

/

Published May 1, 2014

1093049670 orig cole1Pin
Model Cole Mohr for Marc by Marc Jacobs fall/winter 2008 womenswear campaign

Retail Snobbery–Assistant Professor Morgan Ward of the Cox School of Business at Southern Methodist University has co-authored a study entitled Should the Devil Sell Prada? Retail Rejection Increases Aspiring Consumers’ Desire for the Brand that will appear in the October 2014 edition of the Journal of Consumer Research. According to research from the University of British Columbia’s Sauder School of Business, sales go up when the staff luxury brands hire are ruder to customers. When customers get the brush off, apparently they are more apt to make a purchase and prove their worth. Sauder Marketing Professor Darren Dahl shares, “It appears that snobbiness might actually be a qualification worth considering for luxury brands like Louis Vuitton or Gucci. Our research indicates they can end up having a similar effect to an ‘in-group’ in high school that others aspire to join.” However, it’s important to note that participants in the study proved that “you’ve got to be the right kind of snob in the right kind of store for the effect to work”. Also customers who had an increased desire to purchase saw diminishing desires two weeks later.


Recent Updates

Idris Elba & Wife Star in Calvin Klein Eternity Campaign

Idris Elba & Wife Star in Calvin Klein Eternity Campaign

Calvin Klein's fragrance campaign for Eternity Aromatic Essence artfully captures the intimate connection between Idris Elba and his wife, Sabrina ...
Julian Finds Grounded Elegance in LLOYD Spring 2024 Ad

Julian Finds Grounded Elegance in LLOYD Spring 2024 Ad

Julian Schneyder takes center stage in the LLOYD spring-summer 2024 campaign, captured by Byron Mollinedo. In the minimalist luxury of ...
Mark Lee Covers Elle Korea April 2024 in Polo Ralph Lauren

Mark Lee Covers Elle Korea April 2024 in Polo Ralph Lauren

Mark Lee of NCT fame graces the April 2024 covers of Elle Korea. Photographed by Shin Sunhye and styled by ...
Matteo Berrettini Fronts BOSS Spring 2024 Watch Campaign

Matteo Berrettini Fronts BOSS Spring 2024 Watch Campaign

Matteo Berrettini brings new energy to timekeeping in BOSS' latest spring-summer 2024 campaign. The German brand, known for blending traditional ...
The Best French Crop Haircuts for Men in 2024

The Best French Crop Haircuts for Men in 2024

The French Crop haircut has surged in popularity among men, prized for its blend of minimalism and style. It features ...
John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer for Audemars Piguet Royal Oak Perpetual Calendar

John Mayer and Audemars Piguet have collaborated to create a special edition of the Royal Oak Perpetual Calendar that captivates ...

1 thought on “In Other News, Shoppers Respond REALLY Well to Snobby Staff at Luxury Boutiques”

  1. I can see it, but that was not the case a few years ago in the Ermenegildo Zegna store in Vegas for me. A rude staff member that wrote me off with a single, disgusted, head-to-toe look made me want to never buy from them (at least not from him so he could get commission from the sale). The nice staff members at the Dolce & Gabbana store down the way made me want to buy from there in the future.

Comments are closed.