Certain occasions have a very strict dress code. For instance, you wouldn’t turn up at a wedding in a football shirt……would you..? However recent research in The Journal of Consumer Research has actually suggested otherwise. It went further and claimed that simply conforming to the norm made you drift into the background.
Authors Silvia Bellezza and Francesca Gino of Harvard University actually concluded that slightly non-conforming behavior within dress code can create a higher status and a sense of competency. They suggested that even something as simple as, say, a lawyer wearing brightly coloured socks would be enough to heighten most peoples opinions of the Individual.
We felt that we had to put these finding to the retail team at Win Or Lose: The guys who just ran a successful pop- up store in the Shard. They certainly concluded that the city chaps and indeed government ministers who called into the shop loved the bright colours, not necessarily for team or club associations but because they looked pretty smart.
The guys went on to name the Top 5 selling striped socks during June:
3. Red and Black
4. Red and White
5. Orange, Navy, and Blue
GEORGE20 still works as a discount code but be quick!!