How to Market a $1,500 Pair of Socks

How do you sell a $1,500 pair of socks?

1. Market them during one of the coldest, snowiest winters in history.
2. Make them from a difficult-to-find material. In this case, the material is Cervelt, the down of a New Zealand red deer, which boasts only one advantage over cashmere: It is scarce in the high-end sock market.
3. Stock a limited amount.
4. Tell everyone that the item is "the most exclusive sock in the world."

While this all sounds far-fetched, it is exactly what Harry's of London did—and as far as we know, it has worked. The socks are not sold out yet, but it has only been a month. Much like Kanye's $120 T-shirt, they are sure to sell out by the end of winter. Who doesn't want a pair of socks that is dry-clean-only and worth about 500 pairs of normal socks (i.e. an entire promotional program)?