Conforming to Brand Clothing

Description

This is a picture of Nike shoes.

Sociological interpretation

These Nike shoes demonstrate the need to fit in due to norms of our culture or a specific subculture by wearing brand clothing.

People are very influenced by what others think of them “Much of our conduct is influenced, structured, and prescribed by what we know about how we are expected to act.”(Knuttila, 61). The norms of a culture are usually obeyed because there can be consequences if they are not met. The violation of not wearing brand clothing would be considered a folkway “The violation of a folkway can draw attention to a person’s action or personality.”(Knuttila, 60). People would rather wear what is considered normal and conform than to draw attention and to be thought of as inferior.

In the case of buying brand shoes, you could decide to buy $20 walmart shoes, or you could buy the priciest of $200 or more. The $20 shoes are going to be sufficient, but people feel the need to try and fit in with norms and will spend the extra money. You can see from this example that following norms has a very powerful affect on how we act. People would be willing to spend up to 10 times more on shoes just so they can fit in to the norms. Showing that you wear brand clothing can be a sign of wealth, or that you are fashionable/cool and this is a big reason why people conform to these types of clothing. Normally brand clothing comes at a high price, and if you wear it you will be showing your wealth. People also are drawn to buying brand clothing because of their peers. If a few of people are rich and they buy the top of the line clothing they might influence the rest of the group to keep up with their standards. Peers will also be the ones to judge the clothing you wear. If you are wearing something that isn't conforming to the norms, then your peers might think of you negatively.