shop these wigs, due to their advanced nature, are more
expensive than your average unit. But, end users have
high expectations and Pacific Wave delivers. The nat-
ural look, the lack of shedding, and a wide variety of
aspects all come together to make customers loyal to
the brand.
Sadly, some retailers still have a false preconcep-
tion that expensive wigs are difficult to sell. It may be
misleading to overlook the fact that a bundle of hair
has become so popular that a high-quality human hair
wig feels bundled at the same time. There are many re-
tail stores that profit from expensive human hair sales
because of the misunderstanding of many retailers. It
is true, however, that it is difficult for anyone to sell
high-quality human hair. The image of the store de-
termines the consumer segment, and the shop that ac-
quires the hearts of high-end consumers can bring in
better products. However, a high-end image can’t be
developed overnight.
Seo Seung-ho, president of the company, said, “First
of all, you must discard any prejudices against your
customers. It’s also a mistake to expect customers to
change all at once, but it can also be misleading to say,
‘Everyone who comes to our store is poor.’ Even if one
quality product is visible to customers, your reputation
can begin to change. A good store has a good store im-
age, and a good product has the benefit of high profit.
In order to develop the image of a high-quality store,
you must put in the effort otherwise your image will
not change.”
Research has shown that shops who work to develop
a better setting do more, and better business. It seems
that it is partially the products that have the power to
create a virtuous cycle. Once consumers see the benefits
of using higher-end products, they rarely want to switch
back. It’s also important to note that with products that
are more expensive very few will want to spend the
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C O S M O B I Z S A L O N
money without inspecting the unit in person, meaning
it’s a good way to bring clients back in. Many people
erroneously believe that black consumers are unwilling
to spend money. The truth is they’re willing to spend
money when the setting is right. Few people are willing
to pay top dollar at a dollar store setting. As Seo Seung-
ho explained, a store with a good image can make good
money and that starts with how you display yourself.
An anonymous retailer, who works with Pacific
Wave, spoke with two unexpected caucasian customers
interested in one of the company’s wigs. “Most cauca-
sian wig specialty stores have closed, and it is hard for
consumers to buy online because the pictures can be
so variable,” he explained. “They have to find a black
beauty supply that deals with high quality wigs. These
aren’t always easy to find, but the Pacific Wave units
fit the bill.”
“There are retailers who say they can not even think
about selling Pacific Wave wigs,” he added. “Previous-
ly, I paid $1.99 and $2.99 for a day at the checkout desk,
and now I am happy to see that the sale of the merchan-
dise is now much higher. Also, many of our customers
thought that they would never buy expensive wigs, but
now they’re having a change of heart. Consumers are
willing to buy good hair even if they pay a higher price,
but since they’re used to lower quality they have to see
the true difference.”
If you can not persuade the consumer with words
alone, you can start by adding products that are only
moderately more expensive, but have better quality. If
you begin to showcase better items slowly, your cus-
tomers will begin to become acquainted and curious
about these items. This process can slowly upgrade
your image as a store and draw more of the types of
consumers willing to spend money. You may find that
your current customers are just as interested too. If you
look to mass market stores such as Sephora or the Body
Shop, it becomes clear that consumers are more than
willing to open their wallets; you just need to harness
the power of marketing and display. If you can not fol-
low the great marketing skills of mainstream giants
right away, why not start with a product that fascinates
consumers? Start with the Human Hair wig from Pacif-
ic Wave.
Seo Seung-ho