Merchandising Aspiration Into F&B Brands
True story: a fake pearl necklace sells for $211,000 and makes the sucker who bought it $26,000,000.
And it’s a strategy you can replicate in CPG.
Lynda Resnick paid $211K for an imitation pearl necklace at a Sotheby’s auction. The necklace belonged to former first lady Jackie O.
Lynda then makes replicas – and this is the important part: merchandises it alongside Jackie O paraphernalia. She goes on to sell 130,000 necklaces @ $200 each, grossing $26MM.
In a final baller move, she gifts her original necklace to the Smithsonian museum.
Pearls might not be forever, but aspiration is.
How are you merchandising aspiration with your product?