There are many varying prices for tees all over the internet and also in stores. For many, the question of what to price they're shirts is a tough problem to tackle. Hopefully, this will help some people decide upon a price point and allow them to define that price once set with a valid reason. Let us start first with the lower bracket. <h3>$15-20</h3> This is the most commonplace price for most shirts, and for good reason. This price normally covers most of the cost of producing the shirt, while still allowing the artist and or business to make some very reasonable profits off of its merchandise. When to price like this... This is recommended for most Indie labels or relatively consumer friendly stores looking to move most of its stock as painlessly as possible. PROS <ol> <li>Easier to swallow prices give better chance of sales.</li> <li>This is the standard most people are expecting to pay, give the people what they want! :)</li> <li>Doesn't make you look like a greedy bastard.</li> </ol> CONS <ol> <li>You won't make a killing if your not selling a boatload.</li> <li>You may be selling yourself short (more on this later...)</li> <li>Pricing is the first indicator of the success of a business. You essentially make it very difficult to raise the price when you start low, so if you price your shirts at 19 dollars a shirt, then raise the price on your merchandise after you have already established a fan base, expect to feel the wrath of your disappointed customers who were used to paying a certain price for your shirts.</li> </ol> <h3>$25 and up</h3> This price is in my opinion, reserved for more "high class" or "specialty" brands, and as such usually has a solid buyer base that is willing to pay for the brand name more so than the design. An example of this logic is Nike. If you walked into Payless Shoe store and saw a pair of shoes priced at $120, you would be baffled and more than likely would question the sanity of anyone paying such an exorbitant price for shoes. Yet, it is more than common place for Jordan's and other Nike sneakers to sell for much more than $125. What's the difference? Name and image. People know what Nike as a company stands for, and they understand that the cost of wearing that name is most likely higher than other brands. But they are willing to pay the price. The same goes for high priced shirts. People will more than likely be purchasing higher priced shirts with emphasis on brand name more than anything else. PROS <ol> <li>If you do sell, you will make an absolute killing, and more money means more merchandise, and more (insert vice here).</li> <li>Loyal fan base. Many a times, higher priced shirts or any other apparel for that matter can create a cult following, and this is always good for business as dedicated fans are great repeat customers. Example: Johnny Cupcakes</li> <li>More room for expansion and growth. It almost seems like a sure sign of greater things to come when you are selling things at a higher price than what is accustomed to, and this could be the makings of a store front or new directions for the company.</li> </ol> CONS <ol> <li>If its your first foray into the tee biz, this is a risky move, because you stand the chance of alienating people right off the back if they don't think your stuff is worth it.</li> <li>Lack of good design. This is more of a personal issue, but it seems that 50% of all high priced tees are just blatantly terrible designs, and i wouldn't pay 12 dollars for them let alone 35 or more.</li> <li>You pigeonhole yourself by making any visitors to your site or store have the impression that those prices are there to stay, so for better or worst, the first impression of possible clients may very well be they're last.</li> </ol> and Finally... <h3>$13 or less</h3> Why did I end with the low number you might ask? Because this number, unless on "SALE", should in my experience, never be used unless your trying to make your company look like "cheap amateurs who make clothing in mass quantities of pure sh*t." This low price makes people think that, A. You have a crappy design and are now attempting to move all of your bad investment for whatever you can reclaim from the wreckage, or B. You know your design is crap, and are trying to peddle it to an unsuspecting and gullible public. PROS <ol> <li>Possible movement of inventory fast, but don't make it a habit.</li> <li>When used effectively as promotional events such as "SALES", or "Clearance", this can be a very successful to sell a lot of shirts.</li> </ol> CONS <ol> <li>Two words. CHEAP. ASS.</li> <li>You get what you pay for is a tried and true mantra, and by you selling below the industry standard for no good reason, you'll be spitting in the face of those wise words and making sure people will always remember your brand as the " Cheap Stuff."</li> <li>Bad Designs. If you are selling this low because the designs are bad, take it as a learning lesson on your already printed shirts, and make sure you don't repeat the same mistake and get better designs next time.</li> </ol> So there you have it, a nice little overview on pricing in the industry. Hope this helps anyone thinking of pricing and other branding dilemmas. If you have any thoughts or comments, feel free to add them. Sincerely, The Prime Scoundrel of the Internet, Quest 2008-07-28T04:11:44-04:00 A walk through of industry standards when it comes to pricing your merchandise. 53 Pricing your Tees and what it means for your business 1822 1 2009-11-08T08:50:01-05:00 1992