Pricing is where many modest wear brands quietly lose money. Get it right and every sale funds your growth; get it wrong and even strong sales leave you thin.
Start from landed cost
Your true cost is more than the unit price, add shipping, duties, packaging and payment fees. Price from landed cost, not the factory invoice, or your margins will disappear.
Choose a markup that fits your model
Many retailers use a 2.2–2.8x keystone on landed cost for wholesale-bought items, with room for promotions. Premium, exclusive pieces can carry higher multiples.
- Landed cost = unit + freight + duty + fees.
- Retail = landed cost × markup that covers overhead and profit.
- Leave margin headroom for sales and markdowns.
Sell value, not just price
Premium fabrics, considered fit and strong presentation justify higher prices. Communicate quality clearly, and your pricing becomes a signal of value rather than a barrier.
