Dave Powers: High pricing protects luxury brands from over-ubiquity
Dave Powers · Dave Powers: The Meteoric Rise of Hoka Running | E1098 · 20VC with Harry Stebbings · Dec 22, 2023 · at 42:39
Dave Powers, President and CEO of Deckers Brands (owner of HOKA and UGG), discusses how luxury brand pricing prevents over-saturation.
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“Luxury in a way has its own built-in defense mechanism where there's a certain type of consumer That can afford that product. And they're the ones that are wearing it around town, you know, and where it's where you're seeing it. So it kind of stays up in that stratosphere because a lot of people it's unattainable, right? From a price point.”
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“We had a lot of turnover at that time, which I think, you know, was probably the right thing to do. Definitely the right thing to do.”
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