Demystifying the $3,500 coat

This is a $3,500 coat. It features a nylon cape, soft-down and comes in blue.

Most people will never consider buying it.

And yet, someone is going to buy this coat. One person or a hundred. And the reason they’re going to buy it probably has very little to do with the fact that they need something warm to wear in the winter.

Given that there are people who have the money to spend on it and who (actually) like the design enough to consider it, the next step is to then lure them in, to weave together a cohesive narrative about what it is, who’s it for, and why it’s important.

To combine reason with signal, emotion with memory, and insight with anecdote. To craft a story that measures up, that makes the price seem like a bargain.

Consider that the person who’s going to buy this jacket is most likely someone who is 1) wealthy 2) interested in haute couture 3) wants to make a statement and 4) wants something sporty and chic.

Why?

Affluence conveys access, intelligence, assertiveness, success.

Trendy fashion shows she's in the club. She pays attention. Which makes her feel as much attractive as important.

Simililarly, turning heads conveys confidence and ambition. She’s a madonna and she knows it.

And while durability signals that it’s strong, well-made and high-quality, chic makes her feel elegant, stylish, and idealized. 

My point?

She’s not buying an exorbitantly expensive coat to replace a cheaper North Face Jacket. No, she’s buying an extravagantly designed coat because of the way it makes her feel.

Indeed, it’s the marketer’s job to tell a story, to infuse emotion, to push the right buttons, on the way to bringing a product to market.

Not to force (or coerce) a sale, but to make us feel that we’re worth it (because we are).