Famous Last Words: What's a Thing Worth?
OK, these prices are to die for. But will a $127 suit keep its press? How many wearings before it starts to look perpetually rumpled and begins to fall apart? I smell a rat.
My One Experience With Jos. A. Bank
A number of years ago, I needed a sports jacket and went to Jos. A. Bank in Philadelphia's Liberty Place. I have a weird size and Bank did not have it. Never mind, the sales kid told me. Here's one you can try on, and if you like it, we'll alter it for you. He shoehorned me into this thing and it looked awful. I said no.
Peggy and I went to Boyd's—Philadelphia's premier men's clothier, where a beautiful tweed jacket in my strange size was produced. A few minor alterations were made. Eight years later, it looks as good as when we bought it. Yeah, we paid top dollar. But you amortize that over a dozen years and it's a real for-sure bargain.
Takeaways to Consider
• "We learn that cheapness is not a strong appeal. Americans are extravagant. They want bargains, but not cheapness. They want to feel that they can afford to eat and have and wear the best. Treat them as if they could not and they resent your attitude." —Claude Hopkins, Scientific Advertising, 1924
• "We learn that people judge largely by price. They are not experts. In the British National Gallery is a painting, which is announced in a catalog to have cost $750,000. Most people at first pass it by at a glance. Then later they get farther on in the catalog and learn what the painting cost. They return then and surround it." —Claude Hopkins