We Are One
The brand We Are One (WR1) sells gender-neutral lounge and athletic wear. The products are divided into several types, including bottoms (joggers, pants) and tops (hoodies and T-shirts with short and long sleeves). All clothing follows a matching pastel color scheme and has a gender-neutral cut. Additionally, the brand uses organic and recycled materials, such as cotton, cashmere, wool, polyester, and French terry cloth. The manufacturing process is not local to the United States to conserve the price of production and materials without sacrificing the quality, but following fair wage policies.
Pricing Plan
The description of the brand above is vital to presenting the pricing plan. As Wolfe (2019) notes, sustainable brands that are interested in using sustainable materials and paying living wages have to set higher prices on their clothes to cover these expenses. Simultaneously, van der Heide (2019) finds that excessively high prices may turn away potential customers. Thus, the plan is to introduce small collections at medium prices to balance quality and affordability. The pricing plan for WR1 is based on a combination of competitive and premium pricing strategies. Looking at the current market for sustainable gender-neutral apparel (Muttonhead, 2021; Riley Studio, 2021), the suggested prices are:
- Hoodies and sweatshirts – $60-$90
- Joggers and pants – $80-$110
- T-shirts (short- and long-sleeved)– $30-$70
Product Classification
Clothing of any kind is a part of shopping goods – the second type of product classification. While clothes are perceived as necessary by people, consumers do not buy them as often as food or hygiene products. Moreover, customers often compare brands that carry similar items, looking at their quality, price, style, and other details of the manufacturing process. To market shopping goods, especially if they are more expensive than a part of the market, one has to show customers the unique value of the brand. WR1 can focus on the combination of sustainability and affordability to drive sales.
References
Muttonhead. (2021). All apparel. Web.
Riley Studio. (2021). Our story. Web.
van der Heide, J. (2019). Pricing strategies for ethical brands. The Sustainable Fashion Collective. Web.
Wolfe, I. (2019). Is ethical clothing really expensive? Good on You. Web.