We've all had that moment when we walk into an expensive store, and the staff looks us up and down like we're shoplifting. We then end up buy something at an outrageous price, and whether the hole in our wallet or the bruise to our ego lasts longer is an unresolved debate. But does this mean that we won't go back? A study suggests that the ruder a luxury store personnel is, the more ready customers are for a round two of retail abuse. We explore the reasons behind this bizarre behaviour.
DON'T YOU WANNA BE COOL?
So what motivates shoppers to walk into stores that will get them nothing but snickers from the staff ? According to an international business site, the feeling of exclusivity increases the brand's appeal. Basically , it's the buyer's version of running favours for the cool kids in the hope that they'll like you. It also becomes a challenge when you feel insulted by the staff's behaviour, and want to make them pay (but in reality , you pay... a lot). A shopper from Chicago recently told news channel, “I was in a Neiman Marcus, dressed nicely , with a Prada bag and nice shoes.
(The salesman) said I wouldn't be interested in the kind of makeup he sold because it was expensive. I got so angry that I ended up buying the $45 (`2,706) eyeliner just to show him I could.“
VALUE GOODS: LESS IS MORE
The study also suggests that for the people who regularly visit high-end shops, rude service will only annoy them. But those who don't go to such places are often motivated to buy the goods. “(It) only really works if you aspire for the brand -if it's something that you want and you don't have. For the consumers that are regular luxury shoppers, they are immune to the effect,“ says Darren Dahl, who co-authored the study.
JUDGE THE BOOK BY ITS COVER
If the staff's look doesn't match the image of the brand, they probably won't make such an impression on you. Saleswomen of fashion brands, for instance, are always impeccably dressed, and tend to intimidate casually dressed customers, who then buy clothes just to fit in.
WHAT THESE INTERNATIONAL CELEBS WENT THROUGH
OPRAH GETS OUSTED
Last year, during Oprah Winfrey's visit to Switzerland, a saleswoman of a high-end luxury store refused to sell her purse on the grounds that it was too expensive. The store personnel said that Oprah was trying to gain access after hours, but critics suspected racist undertones. Oprah spoke out against the incident, causing the brand, the store clerk and the Swiss Tourism Board to apologise.
KIM SNUBBED
BY DESIGNERS The famous Kardashian couldn't keep up with fashion trends during a 2013 photo shoot when designers refused to provide her dresses. Despite her popularity, the designers didn't think she was fashionable enough. Prior to her wedding, Kim was snubbed again by none other than Victoria Beckham when Posh refused to design her bridal gown. Sources close to the former Spice Girl said she didn't want to devalue her brand by associating with Kim.
MOVIES PRETTY WOMAN
Everyone remembers the scene in Pretty Woman where Julia Roberts' character gets snubbed by the staff in a clothing store. And even more memorable is Vivian's (Julia's character) revenge, as she utters the famous words, “Big mistake. Big. Huge,“ which struck a chord with the audience everywhere.
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