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Discussion in 'Oakley Sunglasses Discussion' started by Simonh, 8/2/14.
Hi can any one tell me why the pit boss 2 are so expensive compared to other Oakley models?
They kind of inherited the price point of their predecessor, the Pit Boss I. The original Pit Boss was part of Oakley's "Elite" series and came with extras like an elite microbag and box, elite icon, etc. which put it at a higher price point. With the release of the Pit Boss II they stripped away some of that stuff and made some changes to the frame, but kept the same price point. One could argue that the price is higher than other pairs because of the use of titanium plates on the orbitals but my personal opinion is they figured people payed $600 for the first release and they'd pay it again for a 2nd release, or the people who missed out on the first generation would.
Oakley products have a tiered pricing scheme.
Every line (sports, lifestyle, active, whatever) usually has 3-4 very similar pairs that are separated by feature and price. Oakley also has pairs that sit above the rest as "Flagship" models for lack of a better term. They are priced according to how Oakley feels they'll sell, but also how it represents the brand in the market.
Oakley could make money selling all of their pairs for $50-75. But then they'd be a $50 brand, mixed in with all the rest of the generic wrap shades and blocky lifestyle pairs you can get on the racks of department stores and mall kiosks. Part of the brand image is being a "higher class" or "higher tier" brand. Why do Dolce or Gucci or Armani sunglasses sell for twice as much as Oakleys when it's no secret they're optically junk? Because the label and the name lets them. Why? They've established themselves as being a name worth money. As Oakley introduces and sells short runs of shades for $300, $400, up to $1200 they're creating a prestige for the brand. They're reaching up and moving up, creating a way for them to more easily sell $200 glasses to the mainstream market.
The Pitboss of today is the Rust Decay set, and the Carbon Blade. They're setting precedent for Oakley to be able to move product at prices over $200.
Part of why the X-Metals weren't so well received was the cost. $350 for glasses!?! When the rest of what Oakley sold was less than $100 on average. To collectors it doesn't seem like a leap, but we're not the target market, the mainstream public is. To sell $350 shades every day you need a brand that makes $350 shades that people want to pay $350 for. Not a brand that makes $100 glasses that people will buy while they walk right by the high dollar stuff.
Oakley's price increases are somewhat inflation and increased costs in the current economy, and another part raising the brand to higher price structure.
U could not be more detailed.i totally agree
Good replies guys. Cheers
very nice explanation.thanks
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