January 30, 2019

Pohawk Redux

Sent by Jonathan Stark on January 31st, 2019

One of your fellow list members (who is also enrolled in The Pricing Seminar) asked a question in the TPS Slack about the $495 beanie I featured in yesterday’s message.

To paraphrase, the question was essentially this:

How much does Mischa Lampert’s branding contribute to her ability to charge hundreds of dollars for a crocheted hat?

I had never heard of Mischa Lampert before yesterday, and I really had no sense of her branding. So, I recorded an 8 minute screencast of me reviewing her website and Instagram account and thinking out loud about her branding and speculating on its effects on her pricing.

TL;DR: I don’t think branding has much to do with her pricing at all. From where I’m sitting, it looks like a pure product play - i.e., she makes super expensive warm hats, so she sells them where super rich people have cold ears.

Here’s the full video is you’re interested in the details:

Mischa Lampert Hat video (8 minutes)