When a new design was introduced, the typical sequence of events was:
About 50% of customers were early adopters who bought the product at full price.
After a period of time, the product was discounted by 30%, and the next batch of
customers bought at this price. This made it accessible to the lower end of the market.
About 25% of customers bought at this time.
Finally, the company moved the remaining stock from the department stores and
stand-alone stores to hypermarket outlets and sold it at significantly reduced prices
without the label. About 25% of customers bought at this time.