Researchers have found that test subjects that wear a lab coat when they perform acts of dexterity work in a much more precise and attentive way than the test subjects that wear painting overalls. This is probably because the lab coat and painting overalls are associated with different characteristics. “Enclothed Cognition” describes the influence that clothing can have on the wearer’s psyche. Two factors play a role here: the symbolic significance of the clothing and the physical experience of wearing the clothes. If there were a worldwide “Enclothed Cognition” day, it would surely be Hallowe’en. Hallowe’en is just around the corner and lets people of all ages slip into a different role for a night. But what if you dress like a pharmacist every day? Will you become more trustworthy with time or does the effect become weaker? Evidently, a person uses their appearance to determine which values one internalises and which values one would like to express physically.
Clothing and companies
Clothes make a visual statement, and the public are more image-hungry than ever in today’s world of mass media. But what does this mean for companies? It is of the highest importance for a company to send the right message with the perfect online presence. This also requires a well-thought-out online marketing strategy that matches the company’s “style” and shows intuition for the latest trends. As everybody wears clothes in public, nobody can escape the communicative power of fashion. As a company, we are trying to create the right mindset with our “outfit” (staff, online presence, location) on the one hand, and on the other, we are trying to present ourselves to the outside so that the customers see us the way we see ourselves. In turn, we want to be the item of clothing for our customers that gives them a feeling of inspiration and motivation and urges them to take action. The question now is how we can contribute to this to ensure that we are “clothed” in the best way for ourselves and for others.
What we can learn from fashion
It is important to know your own brand and the characteristics associated with it. Moreover, you should be able to address the customer’s aesthetic, while at the same time, giving them new insights. Trying new things in today’s constantly changing times can be challenging when you are trying to stand out. As a company, you shouldn’t sell a product, but rather the desire that the product will fulfil, like many fashion houses do. With the lab coat, it’s about a sense of trust, and with us, it’s about the feeling of stimulation that comes from a successful brand experience.
The connection between fashion and a company is larger than we may have thought. We all agree that clothes connect, inspire, and motivate – just like us.
Published 12.10.2018 © Brandsoul AG