Wealth gap of women high heels

July 27, 2016 1:42 am

a woman moved to a higher-status area, she was more likely to try to
adopt the and practices of people there. Photo / Bay of Plenty

Are the choices we make in our daily lives a result of our own innate desires, or a lemminglike drive to fit in?
it comes to what to wear, people’s decisions are usually a mix of both.
Fashion is undeniably about staying on trend and in step with those
around you. But for many people, it’s also about expressing their own
preferences and individuality.
Fashion may seem like a trivial
subject, but Jeff Galak, a professor at Carnegie Mellon University’s
business school, says that it provides an excellent measure for
examining how people are influenced by those around them, and the
lengths to which people go to conform. After all, people spend a huge
amount of time and billions of dollars each year to keep up to date with
In a recent paper, Galak and three co-authors seek to
examine how social conformity works by looking at one aspect of fashion
that they can easily quantify: the height of women’s shoes. The
researchers examine the height of shoes that more than 1800 women
purchased at an online luxury clothing retailer across America.

In particular, they look at women who move from one location
to another in the United States, and analyse whether the height of the
shoes they bought changed after they moved to be more similar to what
women in their new area were purchasing. In total, they tracked nearly
15,000 shoe orders made over almost five years.
psychological studies have shown that the urge toward conformity is so
powerful as to almost be irresistible. And Galak and his co-authors
found that people who moved tended to demonstrate some tendency towards
conformity, changing the height of the heels they purchased to be more
in line with the purchases that people in their new homes were making.
there was a crucial difference: That tendency to conform differed
depending on the wealth of the places that the women were coming from,
and the wealth of the places they were moving to. People conformed much
more when they moved to a place with higher socioeconomic status. It
didn’t matter whether heels were higher or lower in the higher-class
destination – in fact, they were about evenly split on that measure,
Galak says.
“When women move from lower-income area to a
higher-income area, they pretty much took on the preferences of women
around them,” said Galak. “On the other hand, when they moved from a
wealthier area to a less wealthy area, what we found is that women
pretty much stuck with their preferences.”
In other words, when a
woman moved to a higher-status area, she was more likely to try to
adopt the fashion and practices of people there. When a woman moved to a
lower-status area, she was more likely to retain her old behaviour,
perhaps as an effort to be unique.
Galak says this data is
consistent with some theories in sociology, that what we perceive as
“taste” generally flows downward, from those that society considers to
have high status down to those with lower status. And in the United
States, that status is inextricably linked with money.
Many of
the mass market fashion trends that become popular start with
high-fashion houses that cater to the wealthy and to celebrities –
what’s known as the “upper class theory of fashion”. It’s an
elite-driven system that Meryl Streep’s fashion maven character, Miranda
Priestly, describes perfectly in The Devil Wears Prada.
isn’t always true of course – sometimes street style filters up, as in
the case of grunge or hip-hop fashions. But for the most part, people
ascribe to the fashions of those above them on the socioeconomic ladder.

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