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Authored by: ibook on Feb 27, '03 03:59:30PM

Companies spend millions upon millions on advertising. Most of these adverts concentrate on image and brand name, not product quality. Companies charge as much as they can. Supply and demand. Which is dependent on fashion. For example, every city has a 'fashionable' part which is much more expensive than other parts and the only reason it's like this is because people are willing to pay. They buy into a lifestyle. A friend of mine opened a furniture shop some years ago in a well-to-do part of London. His furniture was high quality, hand made, with some first class designs. He imported it from Eastern Europe and could sell it at the fraction of the price of comparable furniture. He hardly sold a thing for months. In desperation he hired a trouble shooter. The trouble shooter took a five minute walk around the neighborhood past the Rolls Royces and Ferraris and told my friend to close the shop, change the name and reopen with everything costing three times as much. This advice cost my friend 1500GBP. Seriously, I'm not making this up. He is now very happy with a very successful furniture business and a thorough understanding of what 'lifestyle product' means.

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