“I own a brand for professional equestrian athletes that launched eight months ago. We offer high-quality products in a niche that’s very chic and expensive, where every athlete wants to wear a recognizable brand. Our main competitors are well-established, and their pricing reflects that status. We currently price our products about 30% lower than theirs.
From my experience, pricing is a key part of branding—it defines how your value is perceived. I want my brand to be seen as offering premium quality at a fair price: more affordable than the established luxury names, but still positioned as chic and desirable—not cheap or entry-level.
Is there a formula or strategic framework I can use to price my products in a way that reflects this balance: slightly more accessible than top-tier brands, but still premium and aspirational?”
You don’t need a new formula—just optimize what’s working
Pricing your products 30% lower than the big players is already a strong move. You don’t need to reinvent the wheel—just fine-tune. Try adjusting your price slightly up or down around that 30% mark, and monitor two things: your conversion rate and your gross margin.
It’s not a one-time task. Keep testing until you land on a price point that gives you both healthy margins and consistent sales. That’s how you stay competitive while increasing your profits.
Don’t forget to invest in your brand
You said it yourself—this is a chic niche, and nobody wants to wear something that feels cheap. So don’t just sell the product—sell the story.
If you find a winning price that leaves room for profit, reinvest some of that into better packaging, sharper product photos, and a smoother website experience. These all play a role in how customers perceive your brand’s quality.
Find your ambassador—or speak to a tight-knit niche
If you look at most successful brands, they usually represent a specific type of customer—a familiar face, a lifestyle, a vibe. That’s how they carve out their space and build trust.
You don’t need a celebrity. A local athlete, a micro-influencer, or someone respected in your community can do wonders. Tell their story alongside your product—it’ll strengthen your brand narrative and keep you away from generic, low-cost-store vibe.
Hope that helps. Wishing you all the best with your brand!