When I started making clothes, I couldn’t understand why designers and brands charged what seemed like outrageous prices for suits and garments, after all I could easily go to Balogun Market in Lagos, buy fabric, and get it made affordably. That mindset became the foundation of my business. But over time, I learned the hard way that it wasn’t sustainable, I was undervaluing my work and hurting my growth.
Now, nine years in, my perspective has completely changed. There’s so much more that goes into the price of a product than just the cost of materials. It includes the experience and skill of the tailoring house, brand perception, the emotional connection customers have with your brand, logistics, advertising, customer service, and overhead. Pricing isn’t just about fabric and thread, it’s about the entire value chain.
Every business has a target audience, and if you clearly communicate the problems you solve and the value you deliver, the right people will understand and pay for it. Over the past few years, we’ve been shipping across continents, and at Twelve19Styles, DHL is the only logistics service we use—even though their rates are high.
Why? Because they’re reliable, structured, and stress-free. I once used a cheaper, informal shipping option to send a parcel to South Africa, and the customer never received it. We had to remake and resend it at our own cost. That was a lesson I’m not willing to repeat—peace of mind is worth the price.
When considering price, ask yourself: what is this saving me from? What value is it adding to my life or business? Don’t be penny wise and pound foolish.
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Michael Okunloro | Elevate Your Style 
very interesting! your designs are beautiful.
recently, i went down an internet rabbit hole to read about rick owens. while i agree that there is more to the value than simply the cost of the materials and labor, i think mr owens’ designs, while unique, are certainly not my taste or price point. i guess that means i’m not in his market demographic!
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Thank you Susan 🙏 you’ve said it well, you’re not the designer target audience, which is fine enough, you will find an artist who cut out for you and their charge will be justifiably
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