BLOCK QUOTES AND WINTER COATS: Moncler and the Exacerbation of Social Stratification

Abstract

This study aims to better understand the meaning of an increasingly popular cultural object, the luxury winter coat, in the terms of conspicuous consumption. Students from two of Princeton University’s elite, bicker eating clubs (N=73) responded to a survey asking them for their opinions on the presence of brands like Moncler and Canada Goose on their campus. Interviews were also conducted with students, Moncler employees, and luxury jacket consumers. The results verified the large and significant presence and position that Moncler and Canada Goose have on Princeton’s campus and the effects that this has on social stratification, social exclusion, and quality of life for students. These results can be applied to students at many of the elite universities in the United States.