For young people in the upper middle class are designer clothes not so important, they are second hand and have a personal style. In the affluent area, however, outspoken young people is not that they have money, it must be labeled.
Young people from socially deprived areas will be happy to show up expensive, nice clothes if they can – ”My parents are certainly not on social assistance”.
until, after a few years, djupintervjuat 40 young people from different kinds of socio-economic areas in Gothenburg on how they think about designer clothes and status
– It is very interesting that these groups are on the outer edges, which have very different conditions meet somewhere in the middle, it is important for them to wear designer clothes, but in different ways.
maybe not so surprising, but thanks to the fact that the same people have been interviewed several times he has been able to identify beliefs and assumptions about how young people relate to consumption and the designer clothes.
– All the companies that produce things in the consumer market has a brand. But when we talk about designer clothes, we are referring mostly to clothes that have some kind of logo or other distinguishing mark – a print or embroidery that is charged with symbolic content. It can be a simple material, but still works as a price tag, ”this is an expensive jacket”.
” Yes, exactly, and where trying to fashion companies charge their brands with those types of values; classic, durable and other value words that are attractive to the educated middle class. It nedtonande, tasteful and not so eye-catching. It is status for them.
Marcus Gianneschi says that the marks can often be linked to different gruppgemenskaper where certain kinds of shoes, jackets or perhaps hats to mark that you belong to a specific group.
– It signals identity and community. Märkesplaggen get an important function and acts as a kind of uniform for the group. I have not looked specifically at the relationship between the designer and criminality, but we are looking at the USA, there is research that shows that certain kinds of symbols and tags are linked to the fully independent churches, and, of course, is different depending on which gang you belong to.
Marcus Gianneschi is a senior lecturer at the school of business administration and textile management at the University of Borås. Photo: University of Borås
made in England about the status icons linked to social vulnerable areas where some märkesskor and clothing is closely associated with poverty, or to try to hide it.
– There is a stigma around being poor, and there märkesskor an important symbolic expression that does not belong to them who have it the worst. The right sneakers for the children will be the closest to an investment that they should not be exposed to in their school environment, ” he says and adds:
– at the same time, I think it becomes dangerous if you are talking about a strong causal link. It is all about we live in a consumer society where access to money and power gives it the status. And if you have no social, cultural or economic capital, it is clear that the recognition that is possible to obtain in a simple way becomes attractive. It is a general sociological observation.
the exterior has long been a ideal and something that people indulged in since the dawn of industrialisation, reminds Marcus Gianneschi.
– The tangible expression, for example, which shoes, which right now is an expression of good taste, changing all the time, what we call fashion. But the values that are associated to how to are expected to relate to materialism is more stable even if such values also change over time, ” he says.
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