I recently read an article in the school newspaper about two students who were starting a clothing company selling men's button-up shirts. Their two main advertising points are quality and "affordable prices for college students"; great ideas, but they're selling the shirts for $60 each. Fortunately, Emory students get a special rate of $40 a shirt.
Moreover, these students source their shirts from China-- one might think that this means a great profit margin, but these students say that they "refuse to allow their clothing to be marked up in price."
If these students are sincere, they're selling to a niche market. In my uninformed view, this company advertising affordability is like a thrift store advertising how brand new its products are: it's probably not true and the target market probably doesn't care.
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