Samenvatting

QUOTE “Shirts come in many different shapes, forms and price points. Therefore, the shirt has lost its reputation as a ‘status symbol’. However, some shirts display logos. These logos represent the brand of the shirt and show that the wearer of the shirt is able to afford a shirt from a brand on the high street. At the same time, most luxury shirt brands state that a visual logo on shirts is simply not done.” RESEARCH QUESTION To what extent do men perceive the suitability of a shirt with and without a logo differently for different occasions? SUBQUESTIONS 1. What different types of shirts can we differentiate when looking at the current offer of menswear brands? 2. What are the different occasions for which males wear these shirts? 3. How are logos placed on shirts of selected menswear brands? 4. How can the logos placed on shirts of the selected menswear brands be defined? 5. How are shirts with a logo valued for different occasions? 6. How are shirts without a logo valued for different occasions?