A Wren Says

My order just got dropped off in a Maserati. If you are unfamiliar with car brands, you’ll just need to know that it is a very expensive car. Which in my mind clashes with the line of work. You’re driving around all day in the city in a car that many people think of as a special car. The amount of maintenance you would incur with every mile driven would cost more than Uber will pay you for your delivery. I didn’t think, oooo a special delivery. I instead started to doubt the choice of the driver.

Something similar happens with products.

Think of an extremely expensive clothing brand. One that you might want to own a piece from. If you saw that brand at a discount retailer, you might get excited that you’re getting an amazing deal. Or you might start to question the quality. Or maybe you just wonder if the brand is going out of business. Take that same discounted price and put it a luxury retailer and it just reads as a good deal. Place matters. Where you want to position yourself in the market should affect where you position your products on shelves, in stores, on websites, you can continue the list. If you want your product to read as luxury, you retail it in luxury outlets. You continue to shape the story your want customers to understand by using place as a key detail.