Marketing Mix Product
Price
Re-Story, Retold and Layer’s collection is the product, providing customers with one-off vintage garments which have been upcycled using deadstock fabric; reducing waste and promoting sustainable shopping habits. Consumers would purchase the product through Retold’s website, and there will be extensive digital and physical promotion to increase awareness of the collection.
The price of the collection will vary for each product, taking into consideration the estimated original retail price of the garment, the cost of the deadstock fabric and the extent of upcycling carried out on the garment.
The collection is available in a range of sizes from 6 to 20. Vintage garments are often limited to smaller sizes, however due to the upcycling nature of the project garments were re-sized to create a wide range of sizes. A neutral colour palette was constant throughout the collection to match the aesthetic of the brand, which is a key factor in people visiting the brand. The deadstock fabric provides a pop of colour which is easy to style and makes it stand out against other vintage clothes on offer in the market. The products need to be good quality and built to last to meet the consumers needs, and a wearable style which can be elevated for more special occasions.
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The production, campaign and promotional costs will also need to be factored into the price of the collection. Due to the exclusivity of the collection and the one-off nature of the garments, the collection will be priced slightly higher than it normally would, but still lower than prices of competitors including 1/OFF.
