I wear Gucci, so back off my man! How women buy designer labels to ‘compete with romantic rivals’
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The real reason women want designer handbags and shoes? To prevent other women from flirting with their partner.
According to a new study from the University of Minnesota, women purchase expensive clothes and accessories so that other women won’t steal their man.
‘The feeling that a relationship is being threatened by another woman automatically triggers women to want to flash Gucci, Chanel, and Fendi to other women,’ PhD student Yajin Wang toldCBS.
Designer goods: According to a new study from the University of Minnesota, women purchase expensive clothes and accessories so that other women won’t steal their man
Instead of than strutting down the sidewalk in Christian Louboutin pumps in order to attract romantic interests, researchers have found that women actually want to ward off potential rivals.
‘When a woman is flaunting designer products, it says to other women “back off my man,”‘ explained Carlson School of Management Associate Professor Vladas Griskevicius.
Apparently, flaunting designer items gives off a vibe that the woman has a devoted partner, which in turn prevents other women trying to steal him.
‘The feeling that a relationship is being threatened by another woman automatically triggers women to want to flash Gucci’
The study found that women often automatically assume a woman’s designer bag was purchased by her boyfriend or husband, even if she bought it herself.
‘It might seem irrational that each year Americans spend over $250billion on women’s luxury products. . . but conspicuous consumption is actually smart for women who want to protect their relationship,’ said Mr Griskevicius.
The study looked at the shopping habits of nearly 650 women, and determined that when a woman feels her romantic relationship is being threatened, she will often turn to designer labels – and not necessarily for a simple pick-me-up.
‘A designer handbag or a pair of expensive shoes seems to work like a shield, where wielding a Fendi handbag successfully fends off romantic rivals,’ said Miss Wang.