Juteux's Weblog

September 12, 2008, 5:48 am
Filed under: random

reminder for myself.

there’s not much difference between a T-shirt that costs 50bucks and one that’s priced at 500bucks. Essentially, what consumers are paying for is the ‘brand’ of the T-shirt – the basic cost of the T-shirt doesn’t vary too widely. However, if a particular series of T-shirts is a ‘limited edition’ or a ‘collaboration with international artists’, the cost of these tees escalates sharply. This is because collaborations usually entail paying the artists a fee. This fee is in turn transferred to the consumers and thus you get a premium price. While ‘limited edition’ usually means an exclusive and limited run, it’s also one way raking in profits by making the consumers think they now own a unique piece of clothing. The perceived value of the humble T-shirt goes into paying for the marketing exercise as well as the fees for the artist.

the question, is brand important to you?