Feb 3, 2009

Price = value to the customer


Under what conditions would you pay $198 for a pair of jeans? There must be some customers to whom "fabulousness," "deliciously distressed," and a "William Rast" tag on the pocket are worth it.

There's no William Rast. Forbes says the company's backed by Justin Timberlake:

"Now the singer-songwriter is flexing more of his marketing muscle; he recently filmed a series of Internet vignettes--appearing as the "character" William Rast, clad head-to-toe in the brand's gear--to promote the brand. Like most celebrities, Timberlake gets an upfront fee for his troubles--anywhere from $250,000 to $500,000--plus a percentage (usually around 8%) of sales."

The William Rast movie, is a cross between "Dukes of Hazzard" and "The Blair Witch Project." Real stylish website too.

So apparently, if you wear the jeans, you'll look like Justin Timberlake and his girlfriend. Hmmm... maybe they are worth $198 after all.

1 comment:

Andrew said...

Personally, I know exactly how much extra that I would pay for a brand marketed by Justin Timberlake - exactly nothing.

That said, branding is powerful, and although I personally am not a fan of JT, there are no doubt many teenage girls or young adult women who idolize him, and would be either willing to pay whatever it takes to purchase the brand which he marketed or beg and plead with their parents to do so.

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