Wednesday, March 16, 2011

Did You Pay Full Price For THAT?!?!

Let's face it. No one pays full price for anything anymore. And why should we? It's the year of the deal of the day. We've got Groupon, Living Social, Buywithme, Homerun, Bloomspot, Daily Candy, salemail and more, more, more. All great destinations to save, save, save when it comes to buying, buying, buying.

And times are tough right now, so less people are buying and more people are looking; so that feeds the need to produce compelling offers targeted to specific potential buyers and those they would likely share their findings with. It's a competitive sport, really, and the winner is the person who goes home with the most in their shopping cart and the least on their credit card. And in the heat of the shopping hunt, we CERTAINLY don't want to pay full price.

But what happens when the sale price becomes the full price? Will consumers demand an even lower threshold or will brands start delivering a tiered selection of wares in order to withstand purchasing power pressure.

In my head, here is what I imagine...
"Don't want to pay $1200 for a pair of Jimmy Choo's? Try our discount line of shoes that only cost $400! Can't afford $400? Try our even lower priced shoes for $200? Can't afford $200? How about just one shoe?"

Seriously, how could you resist?

Well, I'll tell ya. A few reasons; just about any ole fool can afford a $400 pair of kicks; thus rendering the brand less than exclusive and not even worthy of my measly four bills. (I'm kidding, but you get my point.) Also, if I have grown accustomed to the quality that $400 brings, I will likely be dissapointed by the lack of it (percieved or real) as the price tag diminishes. Finally, if indeed the quality and the status get so marginalized that the design and the name is sacrificed, why bother investing in Jimmy Choo at ANY level? (I've seen some brands remove their branding because they hit such a literal low.) Indeed, these brands are damned if they do and damned if they don't.

Unless, of course, quality really does not matter anymore nor does the overall consumer experience. If that's the case, it's a game changer in the contact sport of social shopping. If that's the case, then we really have other problems to think about,  I would guess, and the issue is no longer about paying full price, but paying in the first place.