Direct-to-consumer cookware brand Great Jones, sells great looking chef-grade products at affordable prices. Co-founder, Sierra Tishgart, explains their cookware innovation strategy; “My pots and pans are highly visible design pieces in my home”, this insight of bringing great design to a fairly drab category, combined with lower pricing for professional quality has helped catapult Great Jones into the industry. Their range centres around Enameled cast-iron Dutch ovens and chef-grade skillets, using the same materials as high-end brands to ensure even distribution of heat during cooking. Instead of basing their market research on consumers, they focused their efforts on chefs. This approach helped them release a serious quality product and not just appear to be one.
Making an unattainable product affordable, whilst driving credibility through design is a strategy put to great effect by D2C brands such as Brooklinen and Away. Are their products in your industry usually reserved for professionals that you can now be sold at an accessible price point? With the ability to sell directly to consumers through your online store and avoid retailer margins, some of these traditionally higher-priced products may now be commercially viable at lower price points.