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We all wear clothing, and most people wear underwear. Outerwear is seen by other people and can be purchased as a status symbol along with providing protection from the weather. You can buy a pair of Wrangler jeans from Walmart for about $20 or spend more than $100 for a pair of jeans at another retail establishment. While some people may argue that paying $100 for a pair of jeans is too much money, other people may argue that they are better quality and provide a better fit.
However, the situation with underwear is interesting. Nobody is supposed to see your underwear (unless you are married or know somebody “well”). I realize that at times you can see a person’s underwear (e.g., guys who wear their pants so low that their butt is exposed). But, most of the time underwear is not seen. If you are married or are in a serious relationship, that person’s underwear probably does not matter.
So, given that fact that nobody is supposed to see your underwear, why do people spend a lot of money on underwear? Virtually, all underwear and other pieces of clothing are made in southeast Asia using the same machinery. I can only speak about men’s underwear. Hanes’ underwear costs much less than designer brand underwear. What role does marketing play in the decision concerning what consumers spend for underwear? How can marketers influence consumers to spend a lot of money for underwear, unlike outerwear, that people cannot see?
