Companies such as Richard Mille, Rolex, Rolls Royce and many more don’t show the price of their products on their websites. I understand that luxury is something that most people can’t afford, and for those who can afford it, usually the price tag does not matter. I just find it interesting that some brands like Louis Vuitton, Gucci, and Polo Ralph Lauren show their prices on their websites, while other luxury brands don’t. Is there a psychology behind this or are there brands just trying to lure in customers who are actually capable purchasing their products?
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It varies.
Sometimes it’s because a company is doing bespoke or custom work. Since each job is different, they will sit down and negotiate a price based on the client’s requirement.
Other times, the piece isn’t completely custom but it’s not economical to hold every possible combination of options in stock. So when they get an enquiry, they will look at the costs to produce it at that point and base their current price on that.
Other firms won’t sell directly but instead work through local agents (car dealers, for example), especially if there’s an anticipated need for after-sale support.
And yes, some are undoubtedly playing on the “If you have to ask, you can’t afford it” mystique.
I know there is a brand of guitars (Paul Reed Smith) who do or did this. They wouldn’t advertise their prices as they wanted anyone who was interested to go to a guitar shop and try it out in person before being turned off by their high prices.
You can look up the prices of Rolexes online, and if you browse in a physical store they all have prices. The prices are negotiable and if you ship it out of state you get out of paying sales tax (which is typically expensive considering the cost of the item).
As far ask why the prices aren’t shown, I think it’s more of a status thing. “I’m so rich I buy things without checking the price” type mentalities where seeing the products without a sales price strokes their ego and is part of the marketing and branding of the company.
Also, in the instant of Rolexes, the models have a variety of customizations which effect the price, so it’s suggested to contact a salesperson to get information on the watch you’re looking at.
These are brands that if you have to ask, you can’t afford it, and it’s a simple way to avoid awkward situations.
Cause the average middle class everyday man and woman is not their target audience.
If you have to bother wondering about the price, then they simply aren’t looking to you as a customer.
Just how it is.
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