Nike identities- Louise Archer

• Who conducted research on clothing and academic ambitions?

  Louise Archer
• What was the focus of Archer's research?

  The connection between clothing and academic ambitions
• What did working-class people associate certain clothing brands with?

  Specific social classes
• How many students were involved in Archer's longitudinal interviews?

  53 students
• How many schools were involved in Archer's research?

  6 schools
• What backgrounds did the students in Archer's study come from?

  Working-class backgrounds
• What was the ethnic diversity of the students in Archer's research?

  Broad range of ethnicities
• What brand did working-class students identify with?

  Nike
• Which brand did middle-class students identify with?

  Gucci
• How did 'Nike people' feel about their status?

  They felt they had status wearing Nike
• What issue did some working-class students face regarding Nike?

  They couldn't afford Nike clothing
• What was a preferred brand among working-class students promoted by sports stars?

  Jordans
• What did Archer find about female respondents' brand associations?

  It was associated with jewellery
• What educational prospects did students with 'Nike' identities tend to lack?

  Intention of attending higher education
• What past experiences influenced 'Nike' students' views on education?

  Bad experiences with teachers
• What did staff say about the consumer lifestyle of working-class students?

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

  They were aware of shady money-making activities
• Why did many working-class students decide against attending university?

  They felt it would interfere with their lifestyle