It wasn’t just a tshirt – Focus on Pricing

As I walked back through the streets of Kensington I spotted a shop. In the window of the shop were six t-shirts hanging on a rail. The shop was painted in a very dark blue and stood out from all of the other shops. The name of the shop was written in a very fine silver text which looked nothing like anything else on the street.

I peered through the window and saw the super cool and super welcoming interior. Very minimalistic, no clutter. This didn't look like the average t-shirt shop.

I went into the shop. The lighting was low, warm, calm. Some chilled music echoed around the shop at just the right volume. I browsed the rails. Everything was hung on heavy, quality, beautiful wooden hangers. All of them showed the thin silver branding that was on the shop front.

A very well groomed man walked past and smiled and say 'hi'. No pressure, no intimidation, just a friendly hello.

I spotted an equally well groomed man completing the transaction of his t-shirt. He thanked the shop attendant and picked up his packed t-shirt. The t-shirt had been carefully folded, wrapped in branded tissue paper, which was then sealed with a branded sticker. The bag it was placed in was quality, there was the silver branding, and the handles were a thick dark blue rope.

Immediately I wanted to buy a t-shirt.

(...and here is the most important part of this story)

I HADN'T EVEN LOOKED AT THE PRICE TAG

I hear so much fear about pricing.... I've experience this exact fear. But the turning point was when I removed my own obsession with a price tag and considered the experience.