Latest / Pricing Power Podcast with Fexingo: How Businesses Set Prices, Raise Margins, and Win Customers
How Resale Platforms Are Rewriting Brand Pricing Strategy
Episode 23 of Pricing Power. Lucas and Luna explore how the booming resale market is forcing brands to rethink their pricing strategies from the ground up. They drill into the specific case of Rolex's Certified Pre-Owned program launched in late 2022 — a decision that acknowledged that secondary-market prices for steel Daytonas were running double retail. Lucas explains the 'resale premium trap': when a brand's product trades so far above MSRP that the brand is leaving money on the table, but raising retail prices risks destroying the scarcity that drove the premium in the…
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