1 . For many consumers, low prices are often equal to cheap products. While everyone loves a good bargain (特价商品), low prices can harm how your product is viewed. Instead of getting a great deal, customers often believe that you get what you pay for. Though everyday low-pricing strategies can work for some companies, they’re not always the best idea for certain lines of business.

Consumer perceptions play a significant role in strategic pricing. Despite all the promotions surrounding great deals, it turns out that cheaper isn’t always better. Research from Vanderbilt University suggests that low prices can backfire because consumers sometimes see them as signs of low-quality products. However, researchers also found that consumers sometimes see low prices as simply good deals. Shoppers’ perceptions depend on what they’re thinking about when deciding whether or not to buy a product.

If consumers come across a low-priced product or service, they may see it as either a good deal or not worth their time and money. How consumers think about price is just as important as the actual price itself.

Consumers rarely have complete information and use various strategies to fill gaps in their knowledge when considering products. One strategy involves using naive theories: informal explanations used by consumers to make sense of their environment. A consumer may perceive an upscale (高档的) company’s prices are too high or assume discount retailers’ (零售店) products are inferior (次的) due to its reputation being associated with lower quality items than other stores selling similar goods.

Companies can influence how customers feel about their low prices by conducting market research and improving marketing strategies focused on highlighting product quality rather than just value alone which tends towards making people rate cheaper products more favorably. When companies focus on the product quality in marketing materials, consumers look more favorably upon more expensive products. However, when companies focus on value, consumers rate cheap products more favorably.

Businesses can also identify their customer base and narrow their marketing efforts to become perceived as a specialist. This leaves customers less likely to question pricing strategies because they trust that the company knows what it’s doing and has done its research into what works best for them.

4 . The general understanding of slow fashion is that it is sustainable fashion with a slightly different focus-speed. In 2007, when author Kate Fletcher coined the term "slow fashion", she called on consumers, designers and brands to slow down and care about quality.

Natural clothing materials and low-impact manufacturing are large parts of the sustainable fashion movement. This movement has invited a closer look into what sustainability looks like and how a change in thinking and practices could influence the fashion industry. Slow fashion is considered to be a continuation of sustainable fashion. Today, it is distinguished by quality, locally manufactured clothing, producing clothes on a smaller scale and with slower production times. Mindfulness is paid to workers, the environment, and cultural connections.

Slow fashion was a reaction to the rapid development of the fast fashion industry, which focuses on cheap, stylish, mass-produced clothes that have a huge impact on the environment. People had begun to notice the instability of the fast fashion model — from the employment of workers to pollution. However, fashion isn't always like this, and slow fashion aims to take us back to where it began, even before the Industrial Revolution.

When Kate first described slow fashion, she wanted it to focus on quality instead of quantity, in addition to the environmental ideals that were associated with sustainable fashion. Though Kate presented slow fashion as an opportunity to create an effective relationship between designer, production and consumer, it has developed over time to function even more. No longer is slow fashion only a theory on connection and better products; now, it includes consumer lifestyles and ethical production.

As consumers learn more about the troublesome practices within the fashion industry, the circles of sustainability are growing closer. Social media has only helped slow fashion brands reach more consumers. Adopting a slow-fashion way of living may seem frightening if consumers are new to the movement; however, it doesn't have to be difficult.

7 . About Saturnbird Coffee

Founded in 2015, Saturnbird Coffee is a unique coffee brand exploring new lifestyles. With excellent products, we dream for a new life with coffee which is born with limitless possibilities.

Why a Bird LOGO?

We wouldn't have thought of choosing a bird as our logo. This is a 2015 story when we were decorating our first studio. One day, a bird flew in and was trapped by the glass curtain wall. It had been few days when a collage finally found this dying little one. Our primary idea was to bury the barely breathing animal in the neighboring garden, but Wang Lian our co-founder, brought it home. To our great surprise, the bird, after being tenderly cared of, finally recovered and flew back to nature.

This lovely bird comes from nature, so do our little coffee beans. We aim to bring natural products to our customers, and give the concern back to nature through our environmental protection commitments and practices. This bird is a perfect symbol of love and nature.

How to Interpret “Make Coffee More Accessible”?

This is where we started. With years of experience in this industry, we hope we can achieve it. Coffee is not a luxury (奢侈) since the stage of plantation (种植园). Therefore, it can only become more accessible through modern media. Instead of simply focusing on coffee itself, we care more about the lifestyles with coffee. For instance, a sip of our drip coffee can open up a whole new world to beginners, but in a relaxing way.

What we want to do is to present the even more possibilities of high quality coffee through product development and design. Coffee will then become an everyday part, so near at hand.

Project Return

Project Return is a long-term project of recycling used Saturnbird coffee cups. During the biannual event, customers can sign up on our website to participate in this project. Themed goods are available for participants at designated (指定的) locations in various cities on mission days. Recycled cups will later be transformed into new items.