Why are these shorts $400?
Let’s leave aside the fact that they are a love-it-or-hate-it chartreuse green (personally, I love chartreuse, but it’s a divisive color). Let’s also leave aside the fact that they are shiny silk shorts. And that they have a potentially unflattering little peplum tutu over the tummy. With pleats under it. And that you can see the hem of the tucked in sweater in the back view, suggesting to me that these would be extremely unforgiving of any natural lumps and bumps. Or that they say the shorts have “pintucks” at the waist (huh?).
All of that aside, these shorts cost $400. Why?
They must use about a yard of fabric. With production cutting methods, in fact, it’s probably less than that. They don’t say where they’re manufactured, just that they are “imported.” What justifies this price?
My theory is that these shorts are basically a marketing gimmick. Here’s why:
- They are “editorial,” as they say. They look good on the model, and that’s what really matters. They are meant for the blogs and magazines. It doesn’t really matter what they look like on a size 8, 12, or 16. In fact, they appear to only be available up to a size 6. It doesn’t even matter if people buy them.
- They are $400 because who knows? Some people may buy them. It’s always smart for a retailer to have something very expensive for sale, because you never know.
- High priced items make other items appear like bargains. This is a pretty well-known psychological effect used in marketing.
- It makes J.Crew appear more like a “luxury” brand, which helps justify higher prices elsewhere.
What do you think? Are $400 silk shorts a marketing ploy, or could there be something that justifies a price like this?
PS: I am not intending to insult anyone who likes these shorts at ALL, because I actually do like aspects of them a lot. I think they’d be super cute minus the ruffle, and that’s a matter of taste and my own body type. I mostly mean to point out why these are not an item most women would feel comfortable in.