Seeing Other Differently

Lynn Vicknair

Seeing Others Differently

Comm 315

January 23, 2012

Marty Carr

Seeing Others Differently

For this assignment, I chose to visit the Louis Vuitton store. My income is relatively close to the median household income as estimated by the United States Census Bureau, meaning statistically I am part of a middle class family (2011). I chose the Louis Vuitton store because they are known for their expensive products, which tend to attract wealthier people, or those who I felt were from a richer socioeconomic class than I was. In fact, the company not only attracts higher income people by selling expensive goods, but maintains this demographic purposefully by not selling anything at cheap prices so that the most of the people seen wearing their products will be from a higher tier on the socioeconomic ladder (Nueno & Quelch, 1998). Thus forming a strong association between wealth and their brand, these results in a demand not from necessity, but from luxury and a desire to be seen as upper class (Nueno & Quelch, 1998).

The employees and most of the people who entered the store were very well dressed. The store sold primarily leather accessories such as shoes and purses that ranged in price, but some of which reached well over three thousand dollars.

The situation was out of my comfort zone, as most of my shopping is done in more modestly price stores and I do not usually frequent luxury stores of this caliber. The preparation and journey to the store was drastically more nerve wracking than the actual experience inside the store. I was slightly nervous that there would be condescending J.P. Morgan heir stereotypes scoffing at my appearance. However, upon my arrival I found that to be far from the truth. I purposely dressed down so that I would be sure to achieve the full affect from the conversations I had with others from an unfamiliar class.

From my experience, I learned that the biggest difference between the others and me was our...