Understanding men’s perception to use fashion differently for status- comparing branded wear and street wear

Ms Aaryaa Amit Kothari, Fashion Management scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textiles, Government of India, Daman Campus

Abstract

Fashion has evolved beyond its functional role and has become an important medium for expressing identity, lifestyle, and social status. In the context of men’s fashion, clothing choices are increasingly shaped by the type of status individuals wish to communicate in different social situations. This study explores how men perceive and use fashion differently for status by comparing branded wear and streetwear through a consumer behaviour perspective. Using a qualitative research approach, the study reviews and synthesizes existing literature to understand the attitudinal, emotional, and social factors influencing men’s fashion choices. The review highlights key dimensions such as status value, confidence, emotional satisfaction, self-image alignment, and perceived usefulness in shaping attitudes toward fashion consumption. Findings suggest that men consciously switch between branded wear and streetwear based on context, social expectations, and identity needs, indicating that fashion consumption is planned rather than purely functional. The study also identifies a research gap in the comparative understanding of branded and streetwear as status cues in men’s fashion. The insights from this paper can assist fashion brands, retailers, and marketers in developing strategies that align with evolving male consumer perceptions and status-driven fashion behaviour.

Introduction

This paper explores contemporary fashion as more than a means of satisfying basic needs for apparel and argues that it is a medium through which people can express personal identity, lifestyle, and social status. In the field of men’s fashion, clothing choices are often determined by the image one would like to convey along with the acceptance level in society desired for that situation. Fashion today is fluid between styles: from branded clothes to streetwear, depending on the status one wants to convey. This suggests that fashion choices are increasingly deliberate and conscious, beyond comfort or utility. Branded clothes are conventionally perceived as reflections of quality, trust, and prestige and therefore preferred for formal situations, professional environments, or family gatherings where credibility is needed. Streetwear is a salient medium of self-expression for younger cohorts, with strong trend dynamics, peer-network influence, and social media engagement. This mode of attire enables the display of a casual and creative look that is socially connected, signaling that fashion status does not only result from ownership of high-status brands but also from cultural relevance and affiliation with specific groups.

From a consumer behavior perspective, men fashion their choices through a synthesis of personal preference, social influence, and practical considerations of affordability and access. These factors taken together impact male perception of fashion and its role to signal status. In today’s fashion marketplace, brands compete on product quality and the emotional and social value they bring to consumers; thus, knowledge of consumer perceptions is critical.

The present article explains how men use fashion to cue status in different ways by comparatively analyzing street wear and branded apparel. The study attempts to explain the determinants of status, identity, and social influence that shape men’s choices from a consumer behavior perspective. From a practical perspective, the findings will provide business insights for fashion brands, retailers, and marketers, enabling actionable and strategically informed responses to evolving expectations and preferences among male consumers.

Objectives

1. To review literature related to Understanding men’s perception to use fashion differently for status- comparing branded wear and street wear
2. To theoretically analyse the reviews
3. To suggest appropriate plan of action based on the above given topic

Research Methodology

This study adopts a qualitative research approach based on an in-depth review of existing literature in the relevant field. Key insights were drawn from peer-reviewed journals and academic articles to develop a clear conceptual understanding of the topic. The collected literature was analysed thematically to identify recurring themes, research gaps, and potential directions for future studies in textile and fashion management. Recent publications were mainly considered to ensure the study remains relevant to current industry practices and trends. Ethical considerations were maintained throughout the process by selecting credible and openly accessible academic sources.

 Review of literature

Belk (1988) states that consumers often use clothing as a symbolic tool to express their social status and personal success. According to the author, fashion products become an extension of the self, allowing individuals to communicate wealth, achievement, and lifestyle without speaking. In the context of men’s fashion, branded clothing is often chosen because it carries socially recognised meanings of prestige and status. Belk’s work highlights that clothing is not purchased only for its functional use, but also for the social meaning attached to it. This shows that status value plays a significant role in shaping consumers’ attitudes toward fashion.

Eastman, Goldsmith, and Flynn (1999) say that status-oriented consumers place high importance on products that signal success and social rank. Their study introduces the concept of status consumption, where individuals buy visible products, such as branded apparel, to gain recognition and approval from others. The authors explain that fashion brands act as status symbols because they are easily noticed and socially evaluated. In men’s fashion, this leads to a preference for branded wear in settings where social image and respect matter. The study clearly shows that belief in fashion as a status marker strongly influences consumer attitude.

O’Cass and McEwen (2004) explain that fashion clothing is widely used as a means of status display, especially in social and professional environments. Their research shows that consumers who are highly fashion-conscious believe that clothing helps them communicate their social position effectively. The authors also point out that branded apparel is often associated with higher quality and prestige, making it suitable for situations where credibility and impression are important. This reinforces the idea that men view fashion as a tool to signal status rather than just a necessity. Their findings support the role of status value in forming positive attitudes toward fashion consumption.

Kaiser (1997) states that clothing plays an important role in shaping an individual’s confidence and comfort in social situations. According to the author, fashion is not just about appearance but also about how people feel about themselves when they interact with others. When individuals wear clothing that they believe is socially appropriate or stylish, they feel more confident and secure. In the context of men’s fashion, this confidence often comes from wearing branded or well-styled clothing that aligns with social expectations. Kaiser’s study highlights that confidence is a key psychological outcome of fashion consumption, influencing positive attitudes toward clothing.

Adam and Galinsky (2012) say that what people wear can influence their psychological state and level of confidence, a concept they describe as “enclothed cognition.” Their research shows that clothing associated with positive meanings, such as authority or professionalism, can make individuals feel more confident and capable. For men, wearing certain types of clothing, including branded or fashionable apparel, can enhance feelings of control and self-assurance. This suggests that fashion choices are often made not only to impress others but also to improve one’s own confidence. The study supports the idea that confidence boost is a strong motivator behind fashion-related attitudes and behaviour.

Solomon (1983) explains that consumers use clothing as a form of non-verbal communication to manage how they are perceived by others. According to the author, when individuals believe their clothing sends the “right” message, they feel more confident in social interactions. In men’s fashion, this means choosing apparel that fits the social situation, whether professional, casual, or trend-driven. The confidence gained from wearing appropriate clothing encourages repeat consumption and strengthens positive attitudes toward fashion. Solomon’s work shows that confidence is closely linked to how successfully clothing helps individuals navigate social environments.

Goldsmith, Flynn, and Moore (1996) state that consumers who are highly involved in fashion experience strong emotional responses toward their clothing choices. According to the authors, fashion consumption often brings feelings of pride and personal satisfaction, especially when individuals believe their clothing reflects good taste and social approval. In men’s fashion, wearing branded or trendy apparel can create a sense of achievement and self-reward. This emotional satisfaction strengthens positive attitudes toward fashion and increases involvement in clothing-related decisions. The study highlights that pride and satisfaction are important emotional drivers behind fashion consumption.

Thompson and Haytko (1997) say that fashion allows consumers to construct and maintain a desired self-image, which leads to emotional satisfaction. Their research shows that individuals feel proud when their clothing aligns with current trends and social expectations. For men, this pride often comes from wearing clothing that signals style awareness and social relevance. The authors explain that fashion choices are emotionally meaningful and not just functional. This suggests that pride and satisfaction play a key role in shaping attitudes toward branded and streetwear consumption.

Miller (2009) explains that consumption, including fashion consumption, provides emotional comfort and personal fulfilment. According to the author, people often attach emotional value to clothing because it helps them feel good about themselves and their place in society. In the context of men’s fashion, wearing the “right” clothing can generate feelings of pride, happiness, and satisfaction. This emotional attachment encourages consumers to continue investing in fashion to maintain positive self-feelings. The study reinforces the idea that emotional satisfaction is a significant factor influencing fashion attitudes.

Sirgy (1982) states that consumers prefer products that are consistent with their self-concept. According to the author, individuals are more likely to develop positive attitudes toward products that reflect who they are or who they aspire to be. In fashion consumption, clothing becomes a way for consumers to express their personality, lifestyle, and values. For men, choosing between branded wear and streetwear often depends on how well the clothing matches their personal identity. Sirgy’s work highlights that self-image congruence strongly influences fashion attitudes and preferences.

Belk (1988) explains that possessions, including clothing, form an extension of the self. The author suggests that consumers use fashion to construct and communicate their identity to others. In men’s fashion, apparel choices often reflect social roles, aspirations, and group belonging. When clothing aligns with an individual’s self-image, it creates emotional attachment and satisfaction. This study supports the idea that self-image match plays a crucial role in shaping positive attitudes toward fashion.

Auty and Elliott (1998) state that brands help consumers develop and reinforce their identity, especially in social contexts. Their research shows that fashion brands act as symbols through which individuals express who they are and where they belong. For men, wearing certain brands or streetwear styles helps signal lifestyle, values, and social positioning. When consumers feel that clothing represents their true self, their preference and loyalty toward that fashion category increase. This highlights the importance of self-image alignment in men’s fashion choices.

Goffman (1959) states that individuals consciously use clothing as a tool to manage the impressions they create in front of others. According to the author, people present themselves differently in different social situations, and clothing plays a key role in this process. In men’s fashion, apparel is often chosen based on how useful it is in creating a good first impression, whether in professional, social, or family settings. Men believe that the right clothing can help them appear confident, respectable, and socially appropriate. This shows that fashion is viewed not only as appearance-related but also as practically useful for social interaction and acceptance.

O’Cass (2000) explains that consumers consider fashion clothing useful when it helps them gain approval and recognition in society. The study highlights that individuals who are more involved in fashion believe that clothing supports them in fitting into different social groups. For men, this means selecting branded wear or streetwear depending on the situation and the kind of image they want to project. Clothing is seen as useful because it helps reduce social uncertainty and improves social comfort. This reinforces the idea that perceived usefulness strongly influences positive attitudes toward fashion consumption.

Eastman and Eastman (2011) state that consumers view fashion products as tools that enhance social image and personal credibility. Their research shows that apparel is often evaluated based on how effectively it communicates status, success, and competence. In men’s fashion, clothing is chosen not only for style but also for its usefulness in building a strong social presence. Men believe that appropriate clothing can improve how others perceive their personality and achievements. This study confirms that perceived usefulness is an important attitudinal factor behind fashion choices.

Insights from the Literature Review

The literature clearly shows that men use clothing as a visible way to communicate success, social position, and credibility. Branded clothing especially carries recognised meanings of prestige, while streetwear represents cultural and social relevance.  Several studies highlight that men feel more confident and secure when their clothing matches social expectations or personal goals. Clothing does not only affect how others see them, but also how they see themselves.
Pride and satisfaction emerge as important emotional benefits of fashion.

 Men experience a sense of achievement and self-worth when their clothing reflects good taste, social acceptance, or personal success.  The literature shows that men prefer clothing that reflects their identity, lifestyle, and aspirations. Fashion becomes a tool for self-expression, making both branded wear and streetwear meaningful depending on personal identity.  Clothing is seen as useful for creating positive impressions, managing social interactions, and fitting into different contexts such as work, social gatherings, or public spaces.

Rather than being driven by a single factor, men’s attitudes toward fashion are influenced by a combination of status value, confidence, emotional satisfaction, identity expression, and perceived usefulness. The literature suggests that men switch between branded wear and streetwear based on social situations. This supports the idea that fashion consumption is planned and situational rather than impulsive.

Many studies indirectly highlight the role of social approval and acceptance in shaping men’s fashion behaviour, suggesting strong links with subjective norms in the Theory of Planned Behaviour. Across studies, fashion is consistently described as symbolic, emotional, and social, rather than purely functional, reinforcing its importance in consumer behaviour research.  While existing studies discuss fashion, status, and identity, there is limited research that directly compares branded wear and streetwear in the context of men’s status expression, indicating a clear research gap.

Findings

Men’s fashion functions as a strategic social tool through which men signal status, negotiate identity, and manage how they are perceived across different contexts. Branded wear is typically associated with success, prestige, and social credibility, especially in formal, professional, and family settings, while streetwear offers an alternative status language rooted in cultural awareness, individuality, and peer-group belonging rather than visible wealth. Men switch between these codes—branded clothing and streetwear—depending on the environment, using clothes to align with social expectations, boost confidence, and seek emotional satisfaction and pride when their appearance is socially validated or linked to personal achievement. Fashion choices are deliberate and closely tied to self-image and lifestyle values, with emotional and social motivations often outweighing pure functionality as men intentionally use both branded wear and streetwear to balance evolving ideas of masculinity, status, and self-expression in everyday life.

Conclusion

This study highlights that men’s fashion consumption today goes far beyond basic functionality and is deeply connected to status, confidence, and self-identity. The review of literature shows that men consciously use both branded wear and streetwear as tools to communicate social position, belonging, and personal values, depending on context and situation. Attitudinal factors such as perceived status value, confidence enhancement, emotional satisfaction, and self-image alignment strongly influence how men engage with fashion. Additionally, fashion is viewed as practically useful in shaping first impressions and navigating social environments. The findings also suggest that men are no longer loyal to a single fashion category; instead, they shift between styles to suit different social settings. Overall, the study concludes that men’s fashion choices are shaped by a combination of emotional, social, and symbolic meanings, making fashion an important medium of self-expression and social positioning in contemporary society.

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