One might think that paying luxury prices means you’re going to get a luxury experience.
Unfortunately for the big spenders among us, this isn’t always the case. For example, one TikTok user shelled out for a first-class ticket from Newark, New Jersey, to the island of Saint Kitts—only to discover outdated interiors and a lack of seatback entertainment. Other internet users have recounted experiences of going to nice restaurants and bars, only to be served substandard meals and expensive, unimpressive drinks.
One TikTok user recently visited a Cartier in Vancouver. After her experience, she says that what you wear in-store matters. Why?
What Happened In This Cartier Store?
In a video with over 153,000 views, TikTok user Maryyam Ghaffar (@youngbullinvestors) says she went to a Cartier store wearing a Nike tracksuit. This outfit, she says, impacted how she was treated.
“They do treat you differently … when you look like you don’t really have a lot of money,” Ghaffar states. “Came in here, and they were really hesitant to help me.”
According to Ghaffar, while she was wearing jewelry, it was underneath her tracksuit. Consequently, she says that workers did not want to help her.
Soon after entering, however, she decided to buy a diamond-covered watch. She says this immediately caused the workers to change their behavior.
“They brought me up to this really nice room from the first floor in an elevator to the third floor where all the high jewelry is at,” she explains.
Ghaffar says that she “get[s]” why someone wouldn’t take her seriously in this outfit. She adds that she’s a “low-key person” who does not like “showing off.”
“Now, I’m getting really nice treatment,” she continues. “I got offered coffee, juice, and, like, they’re taking their time with me ’cause it’s really busy in here. So, yeah, the stuff that you wear does matter.”
Do Luxury Stores Treat You Differently Based On What You Wear?
There is some evidence that people wearing luxury items are treated differently than those who are not wearing visibly high-end clothing.
For example, one 2015 study found that those who wore clothing with visible logos of luxury brands were perceived as wealthier and of higher social status than those whose clothing did not have logos or had non-luxury logos. The same study found that the luxury wearers were treated better in social interactions.
The effect tested here appeared to be unconscious. In short, this means people were not looking at someone wearing a non-luxury item and consciously deciding to treat them worse. However, it still shows that clothing can play a role in how one is treated.
Whether luxury stores ignore customers on this basis is unclear. Some luxury retailers have been accused of discriminating against customers in the past. For example, in 2024, Louis Vuitton faced accusations that it blacklisted and denied services to customers on the basis of race.
However, many luxury shoppers say that they have experienced comparable treatment regardless of what they wear. Furthermore, as “quiet luxury” has become common in the industry, many retailers understand that what one wears in-store is likely not a reliable indicator of how much they plan to spend.
Commenters Are Divided
In the comments section, some users agreed with Ghaffar about the importance of an outfit during a luxury shopping experience. That said, others countered that they had not had such experiences when shopping in non-luxury clothing.
“My husband and I were in really casual outfits but Cartier in Miami SA offered us champagne and showed jewelries we wanted,” wrote a user.
“I have never had this experience. I never dress up to buy luxury and they treat me exactly the same as everyone else,” echoed another.
“In Bali I was going to buy a dress for 800$ the sales rep didn’t even bother greeting me,” countered a third. “I left.”
@youngbullinvestors Ok but my outfit is cute af like idc if Cartier thinks they’re too good for me #daytrading #tradingtips #stockmarket #tradingstrategy #motivation
BroBible reached out to Cartier via email and Ghaffar via Instagram direct message.