The Problem
A premium Italian leather jacket store wanted to run an ad to create a sense of urgency by saying only 5 jackets of a specific model would be available.
However, the way they framed the offer made it feel like they were clearing out stock, which made the jackets seem less valuable.
The ad didn’t do justice to the product’s high-end, handmade quality.
Our Approach
We focused on highlighting exclusivity, making it clear that owning one of these jackets was a rare opportunity. We also showed how the craftsmanship added value, making the jacket more than just a piece of clothing.
Leather Jackets - Ad Case Study
A premium store selling handcrafted Italian leather jackets was struggling with sales. Here's the simple strategy that transformed their results—without spending a fortune on ads.
The Offer in The Headline
Old Version:
“Only 5 More Jackets Available Before We Retire This Model Forever!”
What's Wrong?
The ad sounded like a clearance sale. It didn’t emphasize how special or unique the product was.
New Version:
“Do You Want To Be One Of The 5 People To Own This Limited-Edition Italian Leather Jacket?”
Why We Changed It:
This version highlights scarcity and makes the jackets feel more valuable by emphasizing that only a few people will own them.
Creative Visual
Old Version:
A simple mock up photo of the jacket.
What's Wrong?
A single photo doesn’t do justice to the craftsmanship and effort that went into the jacket, which is what justifies its premium price.
New Version:
A video showing the process of making the jacket—how it’s handcrafted, the precision in the stitching, and the quality of the leather.
Such a product is built to pass the test of time and could be the perfect gift for your daughter or even your granddaughter.
Why We Changed It:
The video doesn’t focus on selling the jacket, it sells the craftsmanship and the experience behind it. It shows that buying this jacket is an investment in something timeless that could be passed down through generations.
Key Takeaways
Scarcity and Exclusivity:
By only making 5 jackets, it taps into the idea that people want what they can’t have. This scarcity creates urgency and increases the jacket’s perceived value.
Storytelling:
People love buying into a story. Showing how much effort and skill goes into each jacket makes the customer feel they are buying a priceless piece of art, not just another item of clothing.
High Price Point Justification:
When you frame something (the jacket) as a rare, handcrafted item that will last for generations and can be passed down, people are more willing to pay a much higher price. With this much value even with higher price, people would still see it as a steal rather than an ordinary purchase.
Conclusion
In short, changing the headline and showing off the craftsmanship has turned the ad from a clearance sale feel into something that communicates value, exclusivity and longevity. This approach made the right people (who want to invest in something timeless) want the jacket more and it justifies a higher price.
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khaledelmongy@mongymarketing.com
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