Sometimes, with designers, it’s a matter of simply staying on par with the current luxury market. Brand Consultant Soma Lisa Choudhury says, “Prices are set to differentiate markets. It has nothing to do with how much things cost to make, unfortunately, but moreso to stay within a certain bracket of designers.” She continues, “Say you’re starting a collection tomorrow and you have a certain aesthetic. If your prices range from $200-$500, you’ll stay in the contemporary market along the lines of Theory and Joie. If your prices range from $495-$1,000, you’re classified as lower luxury to higher end luxury. That’s how retailers categorize you. That’s how they know where to put you on the floor, which designers to sit you next to. That’s just how it is.”