The Price point will remain in the same bracket as the current products. All products have a 2.8
markup from wholesale price. The cheapest faux fur product is their Amanda half hat. The
wholesale price for this accessory is £15 and the Recommended Retail Price (RRP) is £42. The
cheapest coat is the hooded vest that wholesales at £52 and RRP £145.60. The most expensive is
the Alaska Long Coat that wholesales at £98 and RRP £274. All other coats fall between this price
bracket.
The limited edition coats will have a slightly elevated price point to the maximum of the normal coats. This is for two reasons. The first is the manufacturing. Buying the furs for just one coat style means that less will be bought and it will be more expensive than when bought in bulk for the other coats. The design of the coats mean that coats like the Idaho which will have leather panels on
the front make the manufacturing more difficult and therefore more expensive. Secondly, these are limited edition and exclusive coats and the price needs to reflect that. Both the Chelsea and the Edinburgh will wholesale at £100 and will retail at £275 and the Derby due to the mix of materials will wholesale at £125 and retail at £300. A low price point doesn’t say that the garment is exclusive, it says that it’s cheap and easily accessible. The same point can be made in relation to quality. A low price point suggests a low quality garment and the aim of the campaign is to show that the brand are the specialist that supply the best faux fur possible.
The limited edition coats will have a slightly elevated price point to the maximum of the normal coats. This is for two reasons. The first is the manufacturing. Buying the furs for just one coat style means that less will be bought and it will be more expensive than when bought in bulk for the other coats. The design of the coats mean that coats like the Idaho which will have leather panels on
the front make the manufacturing more difficult and therefore more expensive. Secondly, these are limited edition and exclusive coats and the price needs to reflect that. Both the Chelsea and the Edinburgh will wholesale at £100 and will retail at £275 and the Derby due to the mix of materials will wholesale at £125 and retail at £300. A low price point doesn’t say that the garment is exclusive, it says that it’s cheap and easily accessible. The same point can be made in relation to quality. A low price point suggests a low quality garment and the aim of the campaign is to show that the brand are the specialist that supply the best faux fur possible.
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