but some questioned whether or not its typical customers demanded such items. A Costco executive pointed to the differences between Costco And Sam's customers by describing a scene where a Sam's customer responded to a $39 price on a Ralph Lauren Polo shirt by saying "Can you imaging? Who in their right mind would buy a T-shirt for $39" Despite the focus on pricier goods, Costco still focused intensely on managing costs and keeping prices down.