The psychological effects of clothing extend far beyond personal style. In a recent article published in the Italian Journal of Marketing, “Clothes make the man: the effect of wearing types on consumer self-confidence,” Hao Liu explores how attire—particularly formal versus casual dress—can influence consumers’ confidence and shopping behavior in retail environments.

Grounded in the theory of enclothed cognition, the study demonstrates that wearing formal clothing enhances consumer self-confidence, which in turn leads to more active engagement with products and store personnel. Across four experimental studies and field observation, Liu demonstrates that the symbolic meaning associated with formal attire—often linked to competence, success, and authority—leads to more decisive and involved shopping behavior.

Crucially, the research reveals that this effect is contingent on context. In upscale retail environments, formal dress significantly boosts both confidence and behavioral engagement. In downscale settings, however, the effect diminishes, suggesting that the symbolic power of clothing is activated only when it resonates with the store’s image and atmosphere.

The study provides actionable insights for retailers, from designing “formalwear zones” and incorporating aspirational visual cues to experimenting with symbolic nudges, such as “Formal Monday” promotions.

In the interview below, Hao Liu reflects on the managerial implications of these findings, discusses how retailers can integrate symbolic elements into the shopping experience, and explores how such strategies might be adapted across different retail formats and consumer segments.

How can retailers leverage the symbolic power of formal attire to enhance consumer self-confidence and, consequently, stimulate more active shopping behaviors?

Physical Location: Strategically select store locations in commercial districts frequented by corporate professionals. For example, establishing a presence in business hubs, financial centers, or areas with high concentrations of corporate activity.

Environmental Design: Create “formal dressing zones” in stores using aspirational visual cues (e.g., CEO-style office backdrops, success-themed art installations), which encourage customers to envision themselves as successful individuals wearing formal attire.

Behavioral Nudging: Introduce “Formal Dressing Mondays” loyalty rewards. Customers who make purchases while dressed in formal attire on Mondays will be eligible for discounted pricing.

What practical challenges might managers face when applying these insights to in-store practices, and what solutions would you recommend to overcome them?

First, securing premium commercial locations risks high rental costs and limited accessibility for non-professional shoppers. A hybrid approach combining flagship stores in business hubs with pop-up experiential zones in suburban malls could strike a balance between visibility and affordability.

Second, overly formal and stereotypical dress codes might alienate younger consumers who prefer casual-professional hybrids. Integrating interactive technologies, such as AR mirror simulations of professional scenarios, could modernize the concept.

Third, the “Formal Monday” incentive risks low participation without cultural alignment. Regularly organize joint activities with other organizations to cultivate this culture.

Considering the moderating role of store image, how can managers tailor the shopping experience to different retail contexts (e.g., upscale vs. downscale)?

To address store image moderation, managers should adopt differentiated experiential strategies. For upscale retailers, amplify the confidence-boosting effects of formalwear through contextual reinforcement by pairing formal attire sections with concierge services and hosting “power dressing” workshops featuring local executives. Leverage architectural cues like marble finishes and boardroom-inspired fitting areas to reinforce achievement symbolism.

In downscale retail environments where customers are not expected to adhere to formal dress codes, retailers could cultivate a service ecosystem centered on approachable authenticity to amplify shopping satisfaction. This might involve training staff in conversational engagement techniques and designing interactive product displays with tactile appeal.

Copertina: Image by Seidenperle from Pixabay