Perception is everything in the fashion world. Any marketing expert will tell you that it's how you frame, position, and describe your product that determines if a customer will buy from you and how much their willing to spend on your product.
Take, for instance, clothing sold at Old Navy. Because it's sold at Old Navy, we think that the clothing may not be very good quality. But take off that Old Navy tag, replace it with a Versace tag, market it in Vogue, and all of a sudden you have a piece that's worth thousands of dollars. Ok, that may be an extreme example, but do you understand what I'm saying?
I sometimes sell my jewelry at the local swap meet, where most businesses there sell things pretty inexpensively. So, people come to shop with the expectation on finding "bargains". I end up having to sell my jewelry at pretty big discounts because buyers have the perception that everything being sold at the swap meet is "cheap". However, if I sold the same jewelry in a high-end boutique with pretty displays, I know that I could get alot more from customers because they perceive items sold there to be "high-end".
Another example of this is a piece of clothing is endorsed by a celebrity. Somehow, it becomes more valuable in the eyes of the consumer. Why that is, I still have yet to figure out.
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