An easy way to boost sales for your menswear brand

How to optimize sales with Good-Better-Best pricing

At the start of the pandemic, I bought a bike. 

I had had a road bike that I hated. It was uncomfortable, with scary thin tires and clip in pedals that never caused me to die in an accident, but I always suspected someday would. 

Why I had that bike to begin with is another story, but when I was purchasing my new bike I knew exactly what I wanted.  I started with the search: “bike for clumsy people.” 

I found her quickly.  She was purple, with big friendly tires, and was $600.    

When she arrived, I loved her.  I named her Violet.  I rode that bike way more than I ever thought I would ride a bike.  I took her on trips with friends, to get coffee, and to cart my toddler to the park. 

This year, when I decided to upgrade my bike (to an ebike, not another scary one), I didn’t even consider another brand, I knew I wanted the same brand as Violet.  And this time, I was ready to spend more money. 

What started with an impulsive $600 purchase ended with me coming back for an almost $4,000 purchase two years later. 

The pricing tiers of the bikes pulled me in at the lower range as a customer making an impulsive purchase.  I wouldn’t have bought that first bike for more; I wasn’t ready yet.  But when I was ready to upgrade, I came back to them.  And I didn’t buy from the low range, I didn’t even buy from the mid-range, I bought from the highest price bracket.

This type of tiered pricing is referred to as “Good-Better-Best.” 

It’s a way of bucketing your line into price brackets that pulls in new customers, from both the lower and higher ends of the spectrum.  It also encourages your current customers to buy more.

Here’s a quick breakdown of Good-Better-Best pricing:

Good: “Good” product are your base model pieces. 

They’re less expensive compared with the rest of your line, which makes them an easier buy for a new customer. 

In my case, this was a $600 bike.

In apparel this can be accessories, like a branded hat, that appeals to the customer who loves your brand and wants to buy one of your amazing polos, but can’t afford it right now. 

These are also your “easy gifting” pieces. 

For the loyal customer who wants to buy his brother a cool shirt but doesn’t like his brother enough to pay the price of a “better” piece.  He can grab a less expensive branded tee for his brother on his way to the register along with the new gear he’s getting for himself.

This price level encourages your existing customer to buy more.

Better:  You’ll want most of your line to fall in around the “better” category. 

These are your main pieces and are mid-range price wise. 

These are the pieces your loyal customers can’t get enough of and might be what your brand is known for.

Best:  This price range is for your “frosting” pieces.  They might be a limited edition or collab, or they might be in a unique (but pricey) fabric. 

These are the most expensive items in your line and give you room to play with new ideas or concepts.

These are pieces your most loyal customers want to buy, they could even be collectors items. 

This category can also earn you new customers because the higher price range allows you to try something new and experiment. 

Good Better Best pricing pulls welcomes new customers in at both the lower and higher end of the spectrum and encourages your current customers to buy more (easy gifting or impulse buys). 

It’s an easy way to introduce new customers to your brand and ensures you have something for everyone who wants to buy from you.

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