Want to get mistaken for a celebrity? Just wear gym clothes. At least that’s what a recent study conducted by the Harvard Business School is saying. 52 shop assistants were recruited to participate in a survey about client perceptions. These shop assistants all worked in boutiques in Milan, Italy that sell luxury name brands such as Armani, Burberry and Christian Dior, among others, and the results yielded an interesting discovery: luxury boutiques are more likely to assume that a client in gym clothes (as opposed to a shopper wearing a designer dress) is a celebrity. So keep in mind that it isn’t always about flaunting what you got. In fact, doing the opposite just might get you better service.
Now why would someone associate a person in sweats and a baseball cap as a celeb more so than a person with a fur coat and a Rolex? One shop assistant said, “Wealthy people sometimes dress very badly to demonstrate superiority. If you dare enter these boutiques so under-dressed, you are definitely going to buy something.”
And when you think about it, it does make sense. Aside from the red carpet, when you look through all the paparazzi shots, celebrities have made it a fashion statement to practically wear their pajamas when out and about during the day. We’ve all seen countless pictures of Britney Spears and Megan Fox slumming it up Beverly Hills style between sips of their Starbucks Frappuccino with their slouchy sweatpants, baggy sweatshirts and over-sized sunglasses as they make a quick getaway in their Range Rover. Obviously they want to appear incognito, but now that we’re onto their daily disguises, would it make more sense for celebs to get fancy when they go out in order to throw us off? I’m picturing it going something like this:
“Hey, isn’t that Beyonce standing in line over there?”
“The chick in the Dior gown with the fur shrug? No way. Celebs don’t dress like that unless they’re at the Oscars. It’s probably just some crazy lady trying to be mistaken for a celebrity.”
See what I mean?