When you sell goods that are, shall we say, at the pricier end of the market, you may find you need to explain why your products are more expensive. Why would a consumer looking for a nightdress buy your nightdress priced at £79 over one that looks similar but costs £25 from Marks & Spencer?
Apparel cataloguer David Nieper has an answer. In its most recent catalogue, the company sets the scene with an enclosed 8-page booklet titled “Buy direct from the designer. An introduction to a unique fashion house”. Further callouts on the cover highlight “family tradition, hand made in England” and “the finest fabrics”. Inside, these elements are explored—complete with customer testimonials to support the claims. The result, the consumer is left with no doubt as to what makes that £79 nightdress so special.--MT