You may have noticed that the prices of clothes in Primark have gone up since its appearance in prime locations. It got me thinking about price conditioning and what I am prepared to pay in certain shops. In my head a dress in Primark should cost no more than £10, on ASOS between £18 and £25 and about £30 in Topshop. However I would happily pay £300+ (not anymore mind, I'm broke) for Phillip Lim, but try to get See by Chloé in the sale and pay around £140 for a dress. All items are made in China, but my perceived value of items is wildly different. I find my difference in reactions to the high street prices quite amazing, given the difference in quality and marketing (I really do baulk at £60 pricetags in Topshop). What are people prepared to pay for the brands I work on, and how can you change that amount? Or do you even want to?
Note: I understand that clothes in Primark are made by slave children and therefore make every effort not to shop there. However, I doubt that the conditions of the workers who make clothes for other, more expensive, high street brands are much better.