- They know their relatively affluent markets and do such a tremendous job connecting with them. They make smart real estate decisions, placing stores where this affluence hangs its hat (and/or vacations!). They provide unique in-store environments. They have exclusive or semi-exclusive premium products that tap into consumer psychology and/or are really better than the rest. It's a powerful blend of perception and reality.
The same general principles apply at LULU, TSLA, SBUX and WFM. These companies can aggressively maintain premium pricing because: