How to price fashion products

Overview

Fashion pricing is part maths, part psychology. You need to cover costs, add margin, sit correctly against the market, and price at a level customers will pay.

The maths part

For a single product, calculate:

Cost of materials.
Cost of production (your labour, or the tailor's).
Packaging.
Photography and content.
Overhead — proportion of rent, subscriptions, admin.

Total = True Cost.

Add margin

For retail (selling directly to buyers on Javern):

Retail multiplier — typically 2x–4x true cost. Higher for luxury and bespoke, lower for high-volume commodity items.
Formula: Retail Price = True Cost × Multiplier.

For wholesale (selling in bulk to other retailers who resell):

Wholesale multiplier — typically 1.5x–2x true cost.
The retailer then applies their own margin on top.
Formula: Wholesale Price = True Cost × Wholesale Multiplier.
Retail from wholesale should be 2x wholesale (roughly), so the retailer can also make money.

Account for Javern's fees

Every accepted Order on Javern deducts:

5% commission on the product subtotal.
₦500 flat service fee per Order.

So your listed price on Javern should include enough headroom that after these are taken out, you're still making the margin you planned. See How are my earnings calculated?.

The psychology part

Anchor prices. A high-priced hero product makes the rest feel affordable.
Round numbers for premium (₦45,000). Just-under numbers for value (₦4,999).
Bundle discounts for higher order value ("2 for ₦25,000").
Perceived quality — packaging, photography, and description all justify a higher price.

Check against the market

Look at similar items on Javern.
Look at Instagram brands in your niche.
Don't just match the cheapest. Cheapest often loses money. Aim for competitive but sustainable.

Common mistakes

Only counting materials. Your labour, time, and overhead are real costs.
Ignoring fees. Forgetting Javern's cut leaves you short.
Racing to the bottom. Someone will always be cheaper. Compete on quality, service, and brand.
One-size-fits-all margins. Custom pieces should carry higher margins than basics.

Still need help?

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