How to Use Pricing to Define Your Clothing Brand

Supreme charges $44 for a basic white t-shirt. UNIQLO charges $10 for a similar one. Both are successful brands, but they’re targeting completely different audiences and identities.

Your pricing isn’t just a number. It’s a statement about who you are, what you stand for, and who you’re for.

Price too low, and people assume your quality is cheap. Price too high without justification, and you lose trust. Get it right, and your pricing reinforces your brand identity and attracts the right customers.

Pricing Communicates Your Brand Before People Buy

People judge your brand based on price before they ever touch your product.

A $200 hoodie signals premium quality, exclusivity, or luxury positioning. A $40 hoodie signals accessible streetwear or everyday basics. A $15 hoodie signals mass-market or budget fashion.

None of these are wrong. They’re just different strategies for different brands and audiences.

Fear of God charges luxury prices because they position as high-end fashion. Gymshark charges mid-tier prices because they’re accessible performance wear. H&M charges low prices because they’re fast fashion for the masses.

Your pricing should match the brand story you’re telling. If you say you’re premium but charge budget prices, people won’t believe you. If you charge premium prices but your branding looks cheap, people won’t buy.

Different Price Points, Different Perceptions

Premium pricing ($100+) signals luxury, exclusivity, craftsmanship, or scarcity. Think Louis Vuitton, Hermès, Off-White. People expect exceptional quality, unique design, and a strong brand experience.

Mid-tier pricing ($30-$100) signals quality with accessibility. Think Patagonia, Carhartt, Stüssy. People expect good quality, thoughtful design, and fair value for money.

Budget pricing (under $30) signals affordability and mass appeal. Think UNIQLO, H&M, Primark. People expect functional basics at low prices.

None of these are better or worse. They’re just different positioning strategies. Your job is to pick the one that fits your brand values and your audience.

Pricing Based on Business Model

Your business model affects your pricing options.

Print on demand has lower upfront costs but higher per-unit costs. You can keep prices competitive, but margins are tighter. Works well for testing designs or running a lean operation.

Pre-order lets you price higher because you’re creating scarcity and exclusivity. Limited drops, no overstock, and you can justify premium pricing through hype and demand.

Full inventory gives you more control over costs and margins. You can negotiate better pricing with manufacturers, but you’re taking on more risk with unsold stock.

Custom or handmade justifies the highest prices because you’re selling personalization, craftsmanship, and exclusivity. Each piece is unique, which supports premium positioning.

Pick the model that fits your brand, then price accordingly. Don’t try to compete on price if your model doesn’t support it.

Pricing Should Match Perceived Value

People don’t just pay for fabric and stitching. They pay for the entire experience. The design, the brand story, the packaging, the feeling they get when they wear your clothes.

Supreme doesn’t charge $44 for a t-shirt because the fabric costs that much. They charge it because of the brand, the hype, the culture, and the scarcity.

Patagonia charges premium prices not just for quality outdoor gear, but for their environmental mission and lifetime guarantee.

If you want to charge higher prices, you need to justify them. Better materials, better construction, better design, better brand experience, better storytelling. Something has to make your product worth more than the competition.

If you can’t justify higher prices yet, don’t force it. Start at a price point that matches your current quality and brand strength, then raise prices as you grow.

How to Set Your Prices

Start by understanding your costs. Materials, production, shipping, packaging, overhead. Then add your margin. But don’t stop there.

Look at your competitors. What are similar brands charging? Where do you want to position yourself relative to them? Higher, lower, or somewhere in the middle?

Then test. Launch at a price point that feels right based on your positioning. Track sales, feedback, and conversion rates. If people are buying without hesitation, you might be underpriced. If nobody’s buying, you might be overpriced or your value isn’t clear.

Adjust as you learn. Pricing isn’t permanent. But don’t change it constantly. Frequent price changes confuse customers and hurt trust.

Common Pricing Mistakes

Underpricing to compete. Racing to the bottom on price attracts bargain hunters, not loyal customers. It also trains people to expect cheap prices from you forever.

Overpricing without justification. Charging luxury prices with budget branding, poor quality, or weak storytelling won’t work. People aren’t stupid.

Copying competitor prices. Just because another brand charges $50 doesn’t mean you should. Your costs, your audience, and your positioning might be different.

Changing prices too often. Constant sales and price drops make people wait for discounts instead of buying full price. It also cheapens your brand.

Not communicating value. If you’re charging premium prices, explain why. Better materials? Ethical production? Limited editions? Make it clear.

What To Do Next

Decide where you want to position your brand. Premium, mid-tier, or budget? Then set prices that match that positioning.

Look at your costs and your margins. Make sure you’re profitable but not wildly overpriced for your quality and brand strength.

Test your pricing. Launch, track sales, listen to feedback. Adjust if needed, but don’t overthink it. You can always refine later.

Your pricing doesn’t build your brand by itself. But it’s one of the clearest signals you send about who you are and who you’re for. Make it intentional.