Adding Prestige to Your Portfolio by Boyd Drew;

Author:Boyd, Drew;
Language: eng
Format: epub
Publisher: Kogan Page, Limited
Published: 2020-02-15T00:00:00+00:00

Make It Invisible During Shopping and at the Point of Purchase

Another simple way to make it difficult to buy the product or service is to keep it out of sight. Not seeing what we want increases our desire for it. In 1975, researchers Worchel, Lee, and Adewole conducted a classic experiment informally referred to as the Nabisco Cookie Experiment. Participants in the study were asked to rate cookies on their desirability, attractiveness, and ability to fetch a high price. The first group was asked to rate the cookies that came in a jar of 10. A second was asked to rate cookies that came in a jar with just two. Despite the fact that the cookies in both jars were identical, from the same package no less, those who saw only two cookies rated them as more attractive and able to bring a higher price. We want something more when we can’t see it.

In practice, the way you make the product invisible is to not share the location of where the product can be seen or tested until a customer asks for it. Or, just keep the luxury in a separate, special location with security access. I visited a company called Mantero, based near Milan. Mantero, a designer and maker of fine silks and fabrics, sells to the most famous luxury fashion brands in the world. Inside its high-security building is a large, climate-controlled room where it archives every pattern it’s ever made. The archive has one entrance—a thick, bank-like vault door with high-security cameras and a guard who forces you to leave your smartphone behind before entering. As I walked through the vault, I instantly felt a sense of rare and unique value, seeing endless rows of shelves labeled Gucci, Prada, Ferragamo, and others, holding fabric samples from decades ago.

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