Nike identities- Louise Archer

• What was the focus of Archer's research?


  The connection between a young person’s clothing and accessories and their academic ambitions
• What did Archer find about working-class people's views on clothing brands?


  They attributed certain brands of clothing to specific social classes
• What research methods did Archer use in her study?

  • Longitudinal interviews with 53 students
  • Group interviews with 36 students
  • Focus groups with teachers
  • Participants were from 6 schools
• What was the demographic of the students involved in Archer's research?


  Students in years 10 and 11 from working-class backgrounds with a broad range of ethnicities
• How did working-class and middle-class students differ in their brand identification?


  Working-class students identified with Nike, while middle-class students identified with Gucci
• What was the perception of 'Nike people' among their peers?


  'Nike people' felt they had status despite negative opinions from teachers and middle-class students
• What issue did some working-class students face regarding Nike clothing?


  Some could not afford Nike, leading to being singled out by peers
• Which brands were preferred by working-class students, according to Archer?


  Brands supported or promoted by sports stars, such as Jordans
• How did female respondents' brand associations differ from male respondents'?


  • Female respondents associated their identities with jewellery
  • Male respondents associated their identities with sportswear
• What was the educational outlook of students with 'Nike' identities?


  They tended to lack educational prospects and had no intention of attending higher education
• What past experiences influenced the students' views on education?


  They had bad experiences with teachers regarding footwear, jewellery, and make-up
• What did staff members say about the consumer lifestyle of working-class students?


  It led them to turn to illegal activities for money
• What did Archer discover about the young people's awareness of illegal activities?


  They were fully aware of shady activities that could make them quick money
• Why did many working-class students decide not to attend university?


  They felt that university would interfere with their current lifestyle