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ลำดับตอนที่ #97 : The surprising benefits of living beyond your means
Scroll
through rapper 50 Cent’s Instagram feed and you’ll find a preponderance of photos
where he basks in
unimaginable riches.
There’s
the shot where the rapper, real name Curtis James Jackson III, can’t seem to
find his legs because they’re buried under $100 bills. There’s another where
he’s stocked his refrigerator with bundles of greenbaacks. More confusing still is a snap where
the rapper arranges his “lunch money” ($100 bills) to spell out the word
“broke”.
That
last image is the most telling. Jackson filed for bankruptcy in July last year, claiming debts of
between $10m and $50m,according to
court documents. But when the 40-year-old was summoned to a Connecticut court in
the US this February, the judge explained that she was having trouble reconciling the man in
front of her with the man in those Instagram photos.
The
rapper’s creditors had tipped
her off to the Instagram account, according to the New York Times. Jackson’s
response was as simple as it was unexpected.
The
piles of notes were “prop money”, he wrote in documents filed to the court. “Just
because I am photographed in or next to a certain vehicle, wearing an article
of clothing, holding a product, sitting next to what appears to be large sums
of money or modelling expensive pieces of jewellery does not meant that I own
everything in those photos.”
The
rapper is hardly the first person to prop up his public image with borrowed finery. It’s an open
secret in Hollywood that much of the clothing and jewellery worn by celebrities
has been “seeded”,
or loaned, to them by fashion brands. And those lavish cars? They’re often leased (or even rented) from high-end
dealers who specialise in working with athletes and stars.
And
it’s not just celebrities; an increasing number of everyday people are leasing
a lifestyle beyond their reach in order to project an image of power and
authority they hope will give them an edge.
Worth
the investment?
Image
consultant Marian Rothschild, author of the book Look Good Now And Always, said
making small lifestyle changes to give the appearance of wealth or power can
often prove to be a good long-term investment for professionals. Consider it
investing in your personal brand.
“People
these days are realising, ‘I need to up my game for what I believe my potential
is, where I want to go, and how I want my life to be. So I’m going to make this
investment by buying this Rolex watch, or leasing this gorgeous car, or overextending myself on
my wardrobe for this season’,” she explained. “It’s kind of like a peacock
extending its feathers and saying, ‘look at me’.”
A
recent survey from
global staffing service OfficeTeam found that 80% of executives take clothing
choices into account when considering an employee for a promotion, while a
similar studyat Korea’s Yonsei University found
that interviewees with clearly branded luxury clothing were more likely than
their competitors in cheaper clothing to not only win the job, but also receive
a higher salary.
The
study concluded
that the job candidates instantly increased their status in the eyes of others
by actively signalling that they could afford the luxury brands and were, thus,
seen as higher up in the hierarchy
of capitalism.
Carol
Megehee, a co-author on the study and professor of marketing at Coastal
Carolina University in the US, said that how and when you wear a prominent
brand can have a big impact on your target audience’s unconscious bias. But it
might not always be positive.
“If
you’re a woman who is going in to interview with another woman you may not want
to over flash with luxury brands because it might actually work against you,”
she explained. Megehee noted in her study that brand logos had considerable
benefits in most interactions, but there was a clear gender bias between women where,
at least anecdotally,
she believes jealousy may be at play.
Renting
the runway
Julie
Fisk had a 25-year career as a radio host when she lost her job in 2014 and
decided to relaunch herself as a full-time film critic. The new role required
her to appear on two TV stations, as well as make public appearances in her
hometown of Dallas, Texas. That included attending events where she’d have to
interview famous actors and directors.
Faced
with the prospect
of more time in the spotlight and a need for “statement clothes” she turned to
Rent The Runway, a service that allows people to borrow — for a fee — designer
dresses at a fraction
of the cost of buying them.
“Never
would I be able to just go out and buy a Carolina Herrera dress for a one-off
situation, but I could rent one,” Fisk explained. Then she rented another
dress for a different event, and, meanwhile, her new career blossomed and the
number of public appearances she booked increased.
Eventually
she went out on her own and inked partnership deals with local businesses in
the Dallas area that would loan out clothing and accessories in return for
promotion, including plugs
on her blog Julie Says So.
“Even
if an employer or the person who’s attention you’re trying to get doesn’t
recognise that you’re wearing a designer dress or fantastic suit, how you feel
inside of it definitely makes an impact,” Fisk said. “If you feel strong and
magnetic and feel like you look like a million bucks, then that’s going to
translate.”
Studies
show that how we dress for an occasion does indeed affect the way we feel about
ourselves. That, in turn, influences how others may perceive us. Researchers at
Northwestern University, near Chicago, Illinois, call it “enclothed
cognition,” noting in a 2012 study that dressing for the part
helps us to mentally prepare for the task at hand.
Ownership
is so last year
Ron
Conway, a prominent Silicon Valley “super angel” investor, proclaimed at a recent
Goldman Sachs conference that there had been a “seismic shift in the American Dream”. People, he
said, now prize access
over ownership.
Rent
the Runway is but one example of the many ways this burgeoning trend has crept into the
professional arena. Comparable services like Girl Meets Dress and Yeechoo are
available in the UK and Hong Kong respectively, while others like Eleven James
(available in the US, with plans to go global) focus on delivering luxury watch
rentals under an
annual membership model. Some services, like LeTote or Gwynnie Bee, send an
entire wardrobe for use and return, on a monthly subscription model.
There
are similar services where one can rent designer suits, jewellery or bags. And
if leasing a luxe sports car isn’t flashy enough, you can join a private jet
membership club like JumpJet or NetJets for steep discounts on chartered flights. Or use
a service like Victor, which offers “empty leg” flights (the return portion of a booked
one-way trip) at up to 75% off the cost of a conventional charter.
How
much is too much?
Of
course, leasing a lifestyle can turn from a wise investment to an unhealthy ego
trip pretty quickly. Being honest with yourself about overextending your budget
without tangible
professional results is key to avoiding that trap, said Rothschild.
Are
you spending rent money on renting clothes, for instance? Maybe you’ve gone too
far.
Rothschild
believes if you want to be seen as “responsible, reliable, worldly, and
competent,” then it’s important to strike the appropriate balance between being
genuine while
ensuring that “every element of your personal brand stays in alignment with how you
wish to be known.”
preponderance (n.)
the largest part or greatest amount:
basks (v.)
to lie or sit enjoying the warmth especially of the sun
greenbaacks. (n.)
a US dollar
bankruptcy (n.)
a situation in which a business or a person becomesbankrupt:
the fact of
good qualities being completely absent:
bankrupt (adj.)
unable to pay what you owe, and having had control of yourfinancial matters given, by a law court, to a person who sellsyour property to pay your deb
summoned (v.)
to order someone to come to or
be present at a particularplace, or to officially arrange a meeting of people:
having no money:
not having any good qualities:
reconciling (v.)
to find a way in which two situations or beliefs that are opposed to each other can agree and exist together:
finery (n.)
beautiful clothing and jewellery worn on a special occasion:
leased (v.)
to make a legal agreement by which money is paid in order to use land, a building, a vehicle, or a piece of equipment for an agreed period of time:
overextend (v.)
to spend too much money, or borrow more moneythan you can pay back:
to try to do more work or other activities than you can manage:
concluded (v.)
to end a speech, meeting, or piece of writing:
hierarchy (n.)
a system in
which people or things are arranged accordingto their importance
the people in
the upper levels of
an organization who controlit
capitalism (n.)
an economic, political, and social system in which property, business, and industry are privately owned,
directed towards making
the greatest possible profits for successfulorganizations and people
anecdotal (adj.)
Anecdotal information is not based on facts or careful study:
prospect (n.)
the possibility that something good
might happen in the future:
fraction (n.)
a number that
results from dividing one whole number by
another
a small part of
something, or a small amount:
proclaim (v.)
to announce something publicly or officially, especially something positive:
seismic (adj.)
relating to or caused by
anearthquake:
having very great and
damaging effects:
burgeoning (adj.)
rentals (n.)
an arrangement to rent something, or the amount of moneythat you pay to rent something:
chartered (Adj.)
(of people who
do particular jobs)
having successfullyfinished the necessary training and exams:
rented for
a particular purpose:
portion (n.)
a part or
share of something larger
the amount of
a particular food that
is served to one person,
especially in a restaurant or a shop that
sells food ready to
be eaten:
tangible (adj.)
real and not imaginary; able to be shown, touched, or experienced:
alignment (n.)
an arrangement in which two or more things are positioned in a straight line or parallel to each other:
an agreement between a group of countries, politicalparties, or people who want to work together because of shared interests or aims:
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