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Chris – Marketing
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As an ex manufacturer of top end fashion It all comes down to the marketing. If you can create a “have to have this item” or this item makes me feel real good then price is irrelivant. An example of this is when I went to a concert of a very popular Australian rock band and their t-shirts full color screen printed were selling to a long line of fans for $50.00. I could have these manufactured in Australia for around $10.00. At the rate they were selling I would say over 5000 were sold.
If the same people purching needed a t-shirt for work I would say $15.00 would be too much.
So create the interest in the brand and price is irrelivant. No branding = min price.

Chris Poulios