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)