Price and Value

Before we delve into the final section on prices and orders, I’d like to briefly reflect on the value of an object, such as the 1965 Shelby Daytona Cobra Coupe, an automotive gem.

Shelby Daytona Cobra Coupe (CSX2299), Canadian International AutoShow 2010. Photo attribution: Jaydec at English Wikipedia, CC BY-SA 3.0, via Wikimedia Commons


It’s a technical and design marvel, and it’s incredibly scarce (only 6 units produced between 1964 and 1965). One could say it’s, therefore, highly valuable.

Recently, someone paid 7.2 million Euros for a unit at an auction. Seven million two hundred thousand euros. Seven. Million. Two hundred thousand. Remember that figure.

And I wasn’t there, I don’t know that person, and I don’t understand how a billionaire’s mind works… but perhaps they did it because it seemed like a reasonable price for their investment. Not expensive or cheap, just right, opportune, suitable for their investment.


Returning to the matter of shoes: as far as we can tell, there are several objective factors that influence a portion of the final cost, at least in the world of high-end shoemaking. I know a bit more about that (and I’m still learning).


In our case, you can imagine that being unique, handmade and tailored with select leathers, featuring double-stitched Goodyear construction, personalized… certainly, the price is going to exceed certain limits. By necessity. No one wants to sell at a loss. However, that’s not the whole story when it comes to setting a price. Far from it.