A few case studies: coffee and thong slippers
As an example, remember when Starbucks first came out in the Philippines? Everybody wanted to be seen carrying a cup with the Starbucks logo. Everybody wanted to hang out at Starbucks. Starbucks (at that time) was a status brand. But as more and more people became used to the idea of spending a few hundred pesos for coffee, a Starbucks drink became as ordinary as any other drink in the market. However, this happened without the brand lowering its prices. People just started buying into the idea of a P120 cup of coffee.
The same goes for Havaianas. When these rubber thong slippers came out, some people were insulted at the thought of being sold rubber slippers at P800 each. When you can buy a pair of slippers for P50, then why spend P750 more? But you cannot find designs as quirky, as creative, and as hip as those in Havaianas. A P50 pair of slippers does not have the famed buttery soft feel of Havaianas. And when celebrities started wearing them again, the public got used to the idea of buying P800 slippers.