We started by asking the important question Who is the Padfield customer.
Rather than defining our customer by age, gender, income… we think of Padfield customers as seekers of style, quality, authenticity and good value. They make thoughtful purchasing decisions, investing in beautiful products made with a respect for the materials and the craftsmanship.
For a brief moment we considered doing what is most common in the industry. We thought about adding a ‘luxury retail mark up’ and pricing the Padfield leather tote at +£650. However, having defined our customer as seekers of good value… we decided not to.
So why did the thought of adding a ‘luxury mark up’ even cross our mind?
Simply because in today’s market the value of a product is too often defined by the price tag attached to it (and which celebrity is seen carrying or using it), rather than with the craftsmanship and quality of the materials that actually went in to creating it.
Authentic high quality craftsmanship costs more in both time and materials, which is understandably reflected by a higher retail price. This is especially true when it comes to high quality British made from British leather. However, there is often an extra ‘luxury mark up’ added to products retailed as luxury items, which is where Padfield pricing is different.
What we mean by ‘luxury retail mark up’ is the additional cost to the customer that established brands can add on. This includes the brand name premium – established luxury brands can simply charge more – and the high costs of their flagship stores, large marketing spends and celebrity endorsements.
Padfield offers luxury quality without this luxury brand mark up. How? We do this by retailing directly to our customers online. Padfield is fortunate to have amazing returning customers who are building their Padfield collections of wardrobe staples, and who are sharing Padfield with their friends, family, and followers.
As part of our commitment to sustainability, Padfield crafts in small quantities in response to demand. When a style sells out it can be unavailable for months, until we can craft your Padfield for you. This approach allows us to stay true to the Padfield principals, which we hope you agree are well worth the wait.
Founder, Padfield England
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