Careful calibration of aesthetics and style can elevate companies and individuals above the competition.

Research has shown that heels-wearers are perceived to have a higher social status and sometimes reap the associated financial benefits (such as higher pay). In a series of experiments, Dubois and co-author Lalin Anik go further in teasing out the interplay between style, status and power.

They found that participants who lacked power relative to others were more likely to favour high-heeled shoes compared to baseline or high-power participants. They further found that wearing heels (2.75 inches vs. flat shoes) made individuals feel and behave more powerfully - and thus led them to think more abstractly and be more action-oriented - but only when the heels were worn in others' presence. The latter finding may explain how high status helps individuals gain or preserve their influence in social contexts.

As aesthetics permeates the economy, across industries, consumption habits and social identities, its study is not just about value creation. It's also an inquiry into how style and beauty can be used to enrich organisational cultures, inspire leaders and motivate employees, and ultimately, secure sustainable competitive advantage and customer loyalty.

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