Transcript
A (0:00)
Today's episode is focused entirely on how to use marketing to charge absurd amounts for your product or series. And we're going to be focusing on a case study from a red hot brand called Jacques Marie March. Let's dive in. What's the most expensive thing you bought recently?
B (0:14)
It's tough. I been good. I have been shopping as pledge but I bought. Yeah, that's. I bought turf for the office which is two grand. The biggest splurge I would say I've done this year was Paris. Well, we were all in Europe for, for my wedding, whatnot. I went to Paris season I. It's like 10, 15K. Daddy.
A (0:33)
Do you ever think about like why, like what motivated you to do that? You know, I'll tell you what motivated me.
B (0:38)
In Paris where you don't walk around, you walk around in Paris with what you packed in with suitcase and you feel like I have to change my entire motion. The next like hour you're walking like you don't see anybody in athleisure. You don't see anybody in anything casual like always.
A (0:53)
Real estate 100%. So the reason I ask is because there's this new brand jocks Marie Moshe. They're actually not new, but they're starting to really pop up. And I think the fundamental principles that they use in their marketing and their positioning are a great lesson for people who want to charge more for their box. So these shades I'm rocking right now, he's were 1400, which is by far the most ridiculous or the luster shades. It's. It's ridiculous bits of stuff they don't even record. I don't even know. They definitely don't record. These things are all manual, but you could have these in 1910. Right. And so you know what's insane is how they are able to justify it. And there's several different principles about luxury that are present throughout their market. The first thing that they do that is really, really excellent is story time. No surprise to people that can tell better stories are going to be able to charge more for their products. And the way that they tell their stories to every single piece is inherently inspired by something. And I had a, I had a buddy, he runs a brand called College of Co and he actually came to me recently and was like yo, like what kind of content should I be making with all that stuff? Because I'm making all this viral kind of like super top of funnel content. It's like top five Clark Avenue cars. Yeah, right. That billionaires drive. Really interesting. Not really tied to his products, but in his broader category of luxury. And what Jacques Marie Maje does such an excellent job with their marketing is all of the products of Sorrelmatic. So these are inspired by this guy Senna, who was an F1 driver, lighted up for, you know, 1990s, right? And they've got this aviator sort of silhouette. There's a lot of different, like, stuff with the materials that they mentioned. Like, all the design principles have an underlying storytelling. And when you use storytelling in that way, all of a sudden you're building a relationship with somebody in that pot. Like, if you just came up to me and said, hey, like, these are expensive shades, I wouldn't really think about it. But I kind of want to, you know, embody the same principles of this inspiration that they have. This. This Senate guy, right? He was really cool. Like, he had a lot of tenacity to him. Like, he always had swag, like, a lot. It's kind of like a mama mentality, if you will. But like in the 90s for F1 driver. And what you also are getting from storytelling is buy in and. And that's really the opportunity to tell people more things, right? So once you get that buy in the storytelling, now you can talk about the materials. Well, these are on the main. From the finest materials. Why would I care? Because I want them to last forever, right? Like, I want this to be something that is not cheap. And so by telling me the story of the underlying inspiration, I'm like, oh, tell me more. Now they're saying, oh, these are made in Japan. You know, they're not made in a sweatshop. They're. This is a real career for people who are making these with their hands. Materialistic of quality, you know, embase, durability, et cetera. So that's kind of the storytelling piece. And when you introduce that story, there's gotta be other fine psychology principles to tie with it. And so these are scarcity. So what's really unique and kind of viral about this brand is that every single silhouette that they make only has a set amount. So this is one of 500. And so I have a serial number which is number 75. And they actually, like, inscripted it on the underlying lens. And as dumb as that may sound, you know, different. Well, when you're. When you're in the luxury market, you want stuff that other people don't have that is always going to be something that, you know, ties into the exclusivity. I mean, a lot of influencers call these, like the Birkin of sunglasses, which was, you know, kind of funny. But the scarcity aspect is really, really interesting because when you have 500 or something, you can also only make like 25 some, right? You can make a very, very limited run of something to actually make it more of a collector's item rather than, you know, just something on sticks at the same time. Again, you know, the experience when you go into the galleries. So the store, the sales guy is always going to walk you through all these. Did you buy easel in store? Yeah, they just opened up a new boutique in Florida. Really, really, really slang. Feels good. They, you know, pour you some whiskey if you want. Like, they kind of recreated that, you know, jeweler experience, but just for shades. The leather goods. Interesting.