Why Great Products Deserve Confident Pricing
Launching a clothing brand is full of excitement — but one question almost always gives new founders pause:
“How much should I charge for my products?”
It’s more than a number. It’s a statement about quality, value, and brand direction. The “right” price can validate your concept — but the “wrong” price can undermine everything you’re building.
In this guide, we’ll walk you through:
- Why pricing matters more than you think
- Why good products deserve higher prices
- Two major pricing models (DTC vs multibrand retail) and how they differ
- Real-world profit examples (including Meta Ads ROI)
- Strategic takeaways you can apply today
Let’s get into it.
1. Why Pricing Matters More Than You Think
Your price is one of your first brand signals. Before a customer sees your packaging or touches your fabric, the price alone speaks volumes:
-
Positioning: A higher price suggests premium materials, ethical production, and a thought-through brand.
-
Trust: If price is too low for what you claim, customers may doubt quality.
-
Sustainability: Undercutting yourself forces you to rely on volume and discounting — a hard path to scale.
In contrast, brands that price with confidence lean into value, telling customers: “This is what it's worth.”
Consider two extremes:
-
Fast fashion brands compete on price. The goal is volume. But margins are razor-thin, quality is inconsistent, and loyalty is low.
-
Premium brands compete on value. Fewer SKUs, higher craftsmanship, storytelling, and deeper customer relationship. These brands often grow more slowly — but more sustainably and with more engaged fans.
As you build your brand, ask yourself: Do I want to be a commodity, or a premium provider?
2. Why Good Products Deserve Higher Prices
a. The “Cheap Product Trap”
It’s tempting to think: lower prices = more sales. But in practice, that often backfires. You end up in a volume treadmill, spending more on acquisition just to break even — with little brand equity to show for it.
Let’s see the math.
🔍 Scenario 1: The Cheap Product
-
Production cost (COGS): 8€
-
Retail price: 25€
-
Meta Ads ROAS (3×): You spend 8.33€ in ads to generate 25€ in sales
| Component
|
Value |
| Product cost |
8.00€ |
| Ad spend for sale |
€8.33€ |
| Total cost (product + ads) |
16.33€ |
| Gross profit (before operations) |
25€ – 16.33€ = €8.67€ |
| Warehouse costs |
3.00€ |
| Net profit per unit |
5.67€ |
So for each tee, you net ~5.67€. To hit a target of 5,000€ profit, you need to sell ~900–1,000 units — just to cover your time and overhead. That’s a high-pressure growth path.
Also, customers may treat your brand as “just another cheap tee” — returns, low loyalty, and price sensitivity come into play.
💎 Scenario 2: The Quality Product
-
Production cost (COGS): €15
-
Retail price: €49
-
Meta Ads ROAS (3×): You spend €16.33 in ads to generate €49 in sales
| Component
|
Value |
| Product cost |
15.00€ |
| Ad spend for sale |
16.33€ |
| Total cost (product + ads) |
31.33€ |
| Gross profit (before operations) |
49€ – 31.33€ = €17.67€ |
| Warehouse costs |
3.00 |
| Net profit per unit |
14.67€ |
Now, per unit, you’re making ~14.67€. To hit €5,000 profit, you need to sell ~341 units — almost one third of the volume. Plus, each sale is more meaningful, and the customer feels they got more value.
🧷 Note: René Bassett Quality Margin Potential
When you use René Bassett blanks / garments, the ceiling shifts. Because our finishing, material quality, fit, and refinement are above standard blanks, many brands confidently price even higher than €49 — with clients often charging more than 65€ and still maintaining robust margins and returns.
This isn’t hype — it’s about giving your customers a product they truly feel is worth the price.
⚠ Danger of Overpricing Cheap Goods
You can buy a tee for €8 and list it at €49. But that mismatch often triggers negative feedback:
- High return rates
- Refund requests
- Reviews calling out poor quality
- Brand credibility erosion
In essence: you might win the first sale but lose the next five because customers don’t trust your story.
“You can fake the price, but you can’t fake the product.”
3. Choosing Your Pricing Model: DTC vs Multibrand Retail
Now that you understand value and margins, the next key decision is how you’ll sell. Your channel strategy will change how you price.
1. Direct-to-Consumer (DTC) — Your Own Online Store
This is the model where you sell straight to customers—no middlemen. You own the customer, the story, the margin.
Because you skip retail markups, many DTC fashion brands adopt a 3-4× markup on production cost:
📈 Example (Cost = €15)
| Step
|
Calculation |
Final Price |
| Production cost |
— |
15€ |
| Retail price (×3) |
15 × 3 |
45€ |
With this model:
- You keep higher margins
- You control relationships and positioning
- You can reinvest in branding, loyalty, and retention
2. Multibrand / Wholesale Model — Selling through Retailers
If you plan to place your clothing in curated stores (e.g. Dover Street Market, END., Slam Jam), your pricing must accommodate both brand and retail margins.
A common approach is 2.5× markup at each step:
- You sell to the retailer at 2.5× your cost
- Retailer sells to consumer at 2.5× your wholesale price (his is the minimum that a multibrand shop normally accepts)
📊 Example (Cost = €15)
| Step
|
Formula |
Price |
| Wholesale (brand → retailer) |
15 × 2.5 |
37.50€ |
| Final retail (retailer → consumer) |
37.50 × 2.5 |
93.75€ |
So, your €15 shirt ends up retailing in-store for around €90–95.
That price reflects curation, customer experience, and the retail margin — positioning the brand in a premium context rather than a discount one.
In summary, you sell your product to a multibrand store at €37.50, earning a profit of €22.50 (€37.50 – €15). The multibrand retailer, in turn, earns a profit of €56.25 (€93.75 – €37.50).
Note: For this model, if you also sell online, you need to offer the same prices on your website as those set by the multi-brand retailers.
💡 Strategic Decision Matters
You must decide your sales strategy before you launch. Why?
- It determines your pricing framework
- It shapes how much margin you need
- It impacts product design, packaging, and customer expectations
If you choose DTC, you prioritize margin and control.
If you go wholesale, you accept sharing margins for distribution and brand exposure.
“How you sell shapes how you price — and how you price shapes how your brand is seen.”
4. Conclusion
Pricing is more than math — it’s a statement of your brand’s worth.
Cheap pricing may drive initial sales, but premium pricing (backed by quality) builds loyalty, sustainability, and respect.
Before you launch:
- Choose your sales model (DTC vs wholesale)
- Design your product to match your desired price tier
- Be confident in the value you offer — and price accordingly
Your next step: apply these frameworks to your own samples, test pricing tiers, and measure customer feedback. Over time, that will guide your sweet spot.
Because in fashion: profit follows perception, and perception follows quality.
How Much Should I Charge for My Clothing?
Why Great Products Deserve Confident Pricing
Launching a clothing brand is full of excitement — but one question almost always gives new founders pause:
“How much should I charge for my products?”
It’s more than a number. It’s a statement about quality, value, and brand direction. The “right” price can validate your concept — but the “wrong” price can undermine everything you’re building.
In this guide, we’ll walk you through:
Let’s get into it.
1. Why Pricing Matters More Than You Think
Your price is one of your first brand signals. Before a customer sees your packaging or touches your fabric, the price alone speaks volumes:
In contrast, brands that price with confidence lean into value, telling customers: “This is what it's worth.”
Consider two extremes:
As you build your brand, ask yourself: Do I want to be a commodity, or a premium provider?
2. Why Good Products Deserve Higher Prices
a. The “Cheap Product Trap”
It’s tempting to think: lower prices = more sales. But in practice, that often backfires. You end up in a volume treadmill, spending more on acquisition just to break even — with little brand equity to show for it.
Let’s see the math.
🔍 Scenario 1: The Cheap Product
So for each tee, you net ~5.67€. To hit a target of 5,000€ profit, you need to sell ~900–1,000 units — just to cover your time and overhead. That’s a high-pressure growth path.
Also, customers may treat your brand as “just another cheap tee” — returns, low loyalty, and price sensitivity come into play.
💎 Scenario 2: The Quality Product
Now, per unit, you’re making ~14.67€. To hit €5,000 profit, you need to sell ~341 units — almost one third of the volume. Plus, each sale is more meaningful, and the customer feels they got more value.
🧷 Note: René Bassett Quality Margin Potential
When you use René Bassett blanks / garments, the ceiling shifts. Because our finishing, material quality, fit, and refinement are above standard blanks, many brands confidently price even higher than €49 — with clients often charging more than 65€ and still maintaining robust margins and returns.
This isn’t hype — it’s about giving your customers a product they truly feel is worth the price.
⚠ Danger of Overpricing Cheap Goods
You can buy a tee for €8 and list it at €49. But that mismatch often triggers negative feedback:
In essence: you might win the first sale but lose the next five because customers don’t trust your story.
“You can fake the price, but you can’t fake the product.”
3. Choosing Your Pricing Model: DTC vs Multibrand Retail
Now that you understand value and margins, the next key decision is how you’ll sell. Your channel strategy will change how you price.
1. Direct-to-Consumer (DTC) — Your Own Online Store
This is the model where you sell straight to customers—no middlemen. You own the customer, the story, the margin.
Because you skip retail markups, many DTC fashion brands adopt a 3-4× markup on production cost:
📈 Example (Cost = €15)
With this model:
2. Multibrand / Wholesale Model — Selling through Retailers
If you plan to place your clothing in curated stores (e.g. Dover Street Market, END., Slam Jam), your pricing must accommodate both brand and retail margins.
A common approach is 2.5× markup at each step:
📊 Example (Cost = €15)
So, your €15 shirt ends up retailing in-store for around €90–95.
That price reflects curation, customer experience, and the retail margin — positioning the brand in a premium context rather than a discount one.
In summary, you sell your product to a multibrand store at €37.50, earning a profit of €22.50 (€37.50 – €15). The multibrand retailer, in turn, earns a profit of €56.25 (€93.75 – €37.50).
Note: For this model, if you also sell online, you need to offer the same prices on your website as those set by the multi-brand retailers.
💡 Strategic Decision Matters
You must decide your sales strategy before you launch. Why?
If you choose DTC, you prioritize margin and control.
If you go wholesale, you accept sharing margins for distribution and brand exposure.
“How you sell shapes how you price — and how you price shapes how your brand is seen.”
4. Conclusion
Pricing is more than math — it’s a statement of your brand’s worth.
Cheap pricing may drive initial sales, but premium pricing (backed by quality) builds loyalty, sustainability, and respect.
Before you launch:
Your next step: apply these frameworks to your own samples, test pricing tiers, and measure customer feedback. Over time, that will guide your sweet spot.
Because in fashion: profit follows perception, and perception follows quality.