Social Class as a Lens for Deriving Consumer Insights

SCI-ENG-004 Feb23 Discussions Forum: Cultural Capital

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This is a graded discussion: 10 points possible due Mar 27 at 7:59am

Forum: Cultural Capital 1 1

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Cultural Capital   

Participation in this discussion forum is mandatory and will therefore be evaluated as part of your final grade. Before

participating in forums, you must study the module’s content; section 4 is particularly helpful. 

Choose a brand you know, and find the consumer insights related to cultural capital (and if it is pertinent to do so, discuss the

related issues of habitus and social capital).  Answer the following questions: 

What insights based on social class does the marketer seem to be using? Or what insights should they be using?  

What are the action implications for the brand? Of course, you will need to identify the consumer or customer

audience. 

Recommended length: 150-300 words 

Evaluation criteria:  

Relevance: The participant’s comment is relevant to the discussion topic. 

Quality: The participant supported their argument with credible sources that were cited appropriately. 

Engagement: The participant responded to other comments with meaningful contributions to the discussion.  

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In addition, you must respond and offer feedback to at least two posts from your fellow participants. Click “Reply” below

another participant’s comment to respond. 

We remind you to respect your peers and contribute comments related to the topic at hand when participating in

discussions.  

To comment, click "Reply" just below the instructions. Enter your ideas in the text box, then click "Post Reply." Replies to a

comment are grouped as a conversation thread within the forum.

 

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Mandana Tadayon 6:11pm

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For this discussion I am going to talk about Christian Louboutin’s red-bottomed heels. I don’t actually own a pair, but I have

noticed how people around me respond to this product and find it fascinating! These heels are priced around $800 at

minimum and can cost up to a few thousand dollars, depending on the style. And what distinguishes them are their red

underside. I have seen a person see another person wearing a pair and say they also have a pair, and they immediately seem

to form a bond. According to Forbes, cultural capital is a new "culture-first" approach to marketing strategy and Christian

Louboutin seems to be applying this concept successfully to its marketing strategies. The insights based on social class is that

clearly not everyone can afford a pair of Christian Louboutin’s red-bottomed heels. So, people who wear this product must

have high economic capital. The choice also reflects cultural capital in terms of similar tastes in fashion. And, based on our

reading, the clothes people wear is also part of their habitus.

The brand has used celebrities in its marketing campaigns, who are not only fashion icons but, in some cases, also role models

for fans in terms of wealth and fame. So, they would be tempted to follow the styles of such celebrities and buy what they

wear.

The brand has also used pop culture to connect to consumers. For example, in 2012, Christian Louboutin was commissioned

by Disney to create a pair of heels inspired by Cinderella’s glass slippers.

Not only this campaign taps into the fairy tale desires that pop culture has created in society, it also announced that the

production of this pair is limited to just 20 pieces, which makes the product even more desirable for those who want to own

something unique that not everyone else can own. 

According to an article in the Drum, while brands don’t need to be "storming the metaverse to be part of the conversation"

those that do, will be the "BFFs of the modern affluent consumers shaping it." And that is exactly what Louboutin is doing. 

 

Sources:

https://www.forbes.com/sites/onmarketing/2012/10/18/harnessing-cultural-capital-the-real-consumer-value-of-a-brand/?

sh=2f480d0c5e8a

 

https://www.thedrum.com/opinion/2021/10/25/why-you-need-invest-your-cultural-capital

 

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