Marketing's impact on pricing
This article is part of a series of articles from the WARC Guide on marketing's impact on pricing. Read more
Recently, I bought a raincoat from Lululemon. It was a considered but irrational purchase. I was browsing the store near me in Northern Virginia and liked the coat, but the $298 price tag was ridiculous. About a week later, I put through an online order and picked it up from that same store.
Lululemon doesn’t do markdowns like J. Crew or Banana Republic, so, yes, I changed my mind. My elegant, stylish wife had convinced...