My Thoughts on Pharrell X Tiffany & the Current State of Tiffany and Co

[@lulamamokone2851]

The intellectual fashion commentary of this channel is unmatched and underrated. You do such a brilliant job Cassie!

[@LulaWestLuxe]

3:53 the aspect I dislike most about Pharrell as a designer is that everything he touches is offensively priced. His collections for LV, now this collection is as well. I think the exclusion of silver from this collection was deliberate. I understand that Pharrell isn’t personally pricing all these pieces himself, but it’s a theme I’ve noticed with his work at LVMH… anyway, sorry to be a Debbie downer, Cassie! I enjoyed this video - really loved your use of graphics! 👏👏👏

[@Commentator541]

When nothing else differentiates it, the price will. Some of the finishes on the Lv bags js nice, but the Pharell “design”. Yikes

[@RPINCo]

It’s a typical example of forgetting where you came from. Being from VA Beach where Pharrell is from, he is long gone from his skateboard P days which is fine. However, no one in his home area can afford this stuff unless you are talking about corporation owners.

[@jnjenki]

I worked for Tiffany back in 2015 doing allocation and replenishment planning for Fashion Gold and Fashion Silver. It really felt like the brand was struggling at the time partially because they were relying so heavily on brand equity & the legacy. I feel like they’ve gotten more strategic about targeting a new audience that they had lost, but I don’t think they can afford to walk away from that sterling silver price point.

[@jnjenki]

I love the idea of the Pucci x Tiffany collab

[@seabreeze4559]

By insulting most demographics of customer with some serious cheese, this is a PR nightmare, what with the ageism. Nobody is mentioning it. But if it is LACKING the heritage quality, why buy it, especially at astronomical prices? You can heritage or edge, but never both.

[@dadevi]

Tiffany would get customers back if they dropped the dime a dozen lazy industrial and brought back intricacy in there. The brand has been too cheap for far too long. What happened to the groundbreaking skill that brought us Tiffany lamps? No one working there for the company could reduplicate that today.

[@CRFSUIGENERIS]

“Physics, Prisms, Pink Floyd…” 😂 You are so witty! Made my day! Thank you 😊 Cassie! ;)

[@marilynfarley9213]

Hello Cassie. I agree wholeheartedly with you. I believe Tiffany & LV is missing out on not having u as their ambassador. Your ideas are great. I am happy for Pharrell. He's doing an amazing job. Thanks Cassie for this info. 💕💕💕.

[@CassieThorpe]

Aww you’re too kind Marilyn thank you! Maybe one day when they bring me in for my collab ideas hahaha 😂💖

[@marilynfarley9213]

@@CassieThorpe Sure hope they do.

[@heatherschechter6758]

OK....I worked at TCO in the "olden days" (late 1980s/early 1990s). I remember being told that limited editions were the ANTITHESIS of what the brand stood for! The first and the last of anything made by Tiffany was of equal value. NOTHING was to be numbered. All these collabs and limited editions just give me PTSD.

[@RottmanNowell]

Thanks for your comment, I have purchased a Chanel leather bag in *preluxscom* and use it every day

[@Rexkinghon]

Very informative and insightful, thanks for working tirelessly Cassie! The jewelry is very on theme too 👏

[@CassieThorpe]

Thank you so so much! I’m glad you liked it! 💖

[@deborahbell-theobservantch3759]

I really appreciate the effort put in thorough researching on fashion/luxury matters on this channel; even if I'm not a luxury customer, I learn a lot on this world, and learning is always good! Thank you 👌🏽👌🏽👌🏽

[@pedjabrepedja]

The outfit (nails included) is soooo perfect for this video 🩵💎🩵

[@turquoisebunny]

The reverse set diamonds are interesting. However, setting them that way would make them more fragile and easy to break than a regularly set diamond. If you hit a diamond at the bottom point/tip it's much easier to shatter than if you hit it at the flat top.

[@supermanfan3806]

You always make my day Cassie and always make me smile you will always brighten up my day and always be my favourite KZbinr and my inspiration hope your having a beautiful week ❤❤

[@njos4500]

I was just in Tiffany’s yesterday. Love all their collections. And, like you I only wear white metals - platinum, white gold and sterling. Thanks for a fun video.

[@victorluong476]

I’m not gonna lie I absolutely love the titanium pieces with the gold accents 💚 but I totally agree that they should’ve made some silver pieces!! 😅

[@CassieThorpe]

Like give us SOMETHING please 😂

[@francescathegreat1]

Outstanding as usual. Thank you for being a professional and staying to a schedule. Truly your content is unmatched. Tiffany needs a refresh for sure.

[@elizabethandrews4199]

Have you seen the Tiffany blankets and pillows? Love! Nice alternative to Hermes!

[@ubiquitousflow]

Never would've guessed Poseidon was linked to horses 🐎

[@CassieThorpe]

Seems so random to me 😂

[@Megami87]

He was god of horses and also father to some. For example Pegasus was his child. Don’t ask me how that happened though 🤣

[@renzsan10]

He’s the God of horses cause he created the first horse for Demeter (his Sister 😅)

[@managhurlish]

@@renzsan10 He did not create the first horse for Demeter, but rather as an offering to the people of Athens so as to have become the patrion god of the city.....He lost to Athena btw, who created the olive tree and was chosen as the better offering by the people...Also, they named the city after her.

[@seabreeze4559]

he rides them in the sea? hence, seahorses?

[@harakasbergold]

The variety of textures in the H Q D U P S pack is impressive. From smooth leather to textured suede, there's something for everyone.

[@Theshalina]

Although I do like some of the pieces, that price for anodized titanium is absolutely ridiculous. I believe the prices that LVMH are expecting in both houses for his name is tone deaf in this economy. This opinion is coming from a collector of both houses.

[@CassieThorpe]

🙌🏽💖

[@RottmanNowell]

I have one Chanel that I purchased at *preluxscom* , very high quality. Difficult to tell the difference

[@PerfectRodo]

If they want to do something unique to their brand DNA, they can do a throwback to Louis Comfort Tiffany collection. Like maybe a collection with Favrille glass scarab beetles. That would be 🔥

[@annabless2447]

Blessed Wednesday morning Cass Cass! Lovely content enjoy your day 💗💗🙌.

[@CassieThorpe]

Wishing you a wonderful day 😍💖

[@hiliary]

Omg when you tapped your head and said "PHYSICS PRISMS" dead

[@KAMA_THE_ONE]

Always loved Pharell's work at LV and this is not an exception, i understand that many may not like it, but everyone has their own taste.

[@jab0623]

I don’t mind the collection…I can’t afford, but I think it’s nice!❤

[@CassieThorpe]

You and me both 💖

[@anonanon1344]

The horses thing is because Poseidon was the ancient Greek god of the sea AND horses. Some ancient Greek poetry compares the froth on a breaking wave to a heard of white horses storming the beach. They were pretty good at poetry.

[@Shele-mylife]

It might just be my phone...but your nails were perfect for this video. They looked Tiffany blue.

[@Dietcokeslut]

I can only wear gold in my ears due to metal allergies. So all my jewelry ends up being yellow gold - which is great. But it’s like these prices are extortionate 😭

[@LotsofWhatever]

In the late 19th century jewlers were often makers of watches so yeah a Tiffany and a watchmaker collab would be a natural.

[@TMB62]

I took need a Pucci wave mug in Tiffany blue. That would be so beautiful.

[@Joleenzy]

Can’t believe they have the AUDACITY to charge this much for Titan. One of the cheapest materials there is. I’m appalled. 😂 I’m a sucker for fashionbrands and I’m willing to pay a premium but there is a line and they crossed it 🙈 The material price is so low I can’t justify it.

[@boldxbeautifulbxb]

Totally Agree! I’m a luxury lover for decades but I now tell my adult daughters not to waste their money on new designer items! Just go vintage, that’s true luxury.

[@greenofhearts]

Titanium is expensive and one of the most rarest of metals. Titanium eyewear is among the most expensive also.

[@Joleenzy]

@@greenofhearts I don’t know how it is in your country but in my country switzerland it goes per kilo for a cheap price but hey to each their own ;) I used to work for a roof top construction company and we used all kinds of metals and Titan wasn’t expensive at all.

[@greenofhearts]

@@Joleenzy that is true that it costs more in different countries, like the USA and is cheaper in others, like Switzerland :)

[@dadevi]

Titanium is incredibly hard to work with. Gold and silver is easier. You're paying for labor if you go for titanium.

[@Gee_J]

I think Tiffany should collaborate with you on the tea cup idea😀👏🏽👏🏽👏🏽

[@Fallonita]

Hiya Cassie. I always admire your eyeshadow. Do you mind writing it down in the description bar too?

[@arielts06]

Yes! I always wonder what the shifty eyeshadows and lip combos are.

[@spucypurrito]

I am a longtime follower, so I can answer this. It's a combination of mostly three shades from the Mothership V Bronze Seduction palette by Pat McGrath Labs 🖤

[@sh_rl.lr_hs]

Should have been SEAhorses for Poseidon, but Pharrell probably cant figure out how to match the species with the hardwear visuals lol. Also that black titanium makes the jewelries look cheap. The gold diamond Titan necklace is gorgeous though

[@karlaschmid8757]

Love your sense of the whimsical and, at times, ridiculous.

[@CassieThorpe]

Why thank you 😂😂

[@shubhangipai5362]

Suggest it to them- all the ideas you have. You will be a collaborator and I am here for it

[@danafillo]

I agree on all the Olympics collabs! I am going to Paris for it in July/August and if there is not some sort of LV limited edition little Vivienne animation, I will be absolutely gutted.

[@Djbrianderrick]

Also I looooove reverse cut diamonds, I miss the brand Alex & Chloe that used to do reverse cut in 2008ish

[@MissJIF]

Love your analysis! J'adore this brand💙 Thank you *so much* for sharing the Landmark. Making it #1 destination before starting chemo, so Important to make something positive before the hard part starts. Love any ideas of a place to visit for the finish date about 6 months from now. NYC. From a retailhead: A soft launch gets the early adopters and devotees. 2 reasons: free good press from them on social media, then the real launch numbers will more accurately forecast sales to the general public. Tells what to stock in which stores and what quantities of which items should be produced for the holidays. Lead time on acquiring materials can be 4+ months these days. Important to order sufficient amounts to max sales. 2-I made friends with a few store employees( I love this brand!), they are slammed with randoms trying to return/repair faux silver. Probably they don't need this with a new collection that sales associates can't recognize yet? Yes looove the idea of that homegoods collab, want a one-serve teapot and teacup for a tea drinker in a coffee household. Also, love big scarves, a leather weekender tote, a travel jewelry box or roll. Champagne flutes in a picnic tote that can hold the champagne a natural tie in too. Lots of concert and event venues in the US are byob: meet friends, bring liquid refreshments:)

[@katemiller7874]

What a fab place to go after chemo. Wishing you the very best dear❤️

[@MissJIF]

@@katemiller7874 going before:) thank you so much❤ also to you

[@bluebanisters2889]

LVMH’s jewelry sales were down 5% in Q1, so they’re not doing that well. The price hikes I imagine are playing a role. I mean these Pharrell prices are absurd. Titanium is a cheaper material than sterling silver, and they’re selling a primarily titanium pendant for over 5K. At this point, you get a much better bang for your buck with Cartier

[@Niceshopx02]

Thank you dear for taking us along. Can't wait what the @ *LVGUCI* queen picked up at Fendi

[@palomaaguilera7694]

Physics, prisms, PINK FLOYDDDD Uknow 🙂‍↕️ Hahahaha best phrase ever ❤❤

[@dnero458]

I tried on the earrings that you like in the store this weekend and was like blah! The sales associate was really pushing the line. Limited edition, blah blah blah! We are the only store with stock, blah blah blah!

[@lundi44]

Regarding the Olympics, the IOC, as the governing body, would control sponsorship deals. I imagine those contracts would run for several years before coming up for renewal or renegotiation. I’ve just done a quick online search and saw that Omega has been the official timekeeper of the Games since 1932.

[@kaylheecarroll3186]

Wow queen Cassie 👸 and her back to back videos ❤😊!

[@CassieThorpe]

Got to keep to my schedule 😂

[@kaylheecarroll3186]

@@CassieThorpe we appreciate it

[@darrylbannon8933]

It's a tough one because clearly, Tiffany appears to want the extremely rich young customer. But are they going to want to buy everything, just because Pharell's name i on it? Reselling is such a thing now, that some of these kids will want to know that, if needed, will they get their money back. The biggest untapped market is the over 35-year-old women. All of whom would have grown up buying or wanting a return-to-me bracelet. Why are Tiffany's ignoring this group who are more likely to have the spending power? So you're spot on with the silver line. The bone cuffs and hardware collections have proven that people will pay a premium. Still pricey, but manageable for those earning decent money and wanting a taste of the brand (i.e. the over-35s, who are also buying things they can pass on to daughters, nieces, etc).

[@AMarie_USA]

I think that Tiffany keeps killing it and remains on brand for themselves. They come out with fresh things but still keep their classics as well. Tiffany's is a personal favorite of mine in the lux jewelry dept.

[@anaroute]

Love your videos on co-labs! and the jacket! :) Can you share what's the brand?

[@stephaniebutterfield7246]

Reverse diamonds, never heard of that. But I do love the Jean shirt w the Tiffany blue nails⏩

[@lilyreiss9797]

The black titanium pieces with the spikes give me JoJo Siwa rebrand vibes for some reason. 😂 (Otherwise, some of the solid gold pieces in this collection, like the ring you mentioned and the gold necklace, are quite nice.)

[@markjohnson2257]

Great video. I was unaware of this new collection. I agree with you. I think $3k is a bit high for the opening price point. Perhaps they will incorporate sterling silver later on. The marketing department at Tiffany's is busy. They are really getting the brand out there. LVMH payed a fortune for Tiffany's and they want a return on their investment! I think your prediction is correct and we will see Tiffany's involvement in the Paris Olympics.

[@CassieThorpe]

Thank you and yes to everything you said 🫡💖

[@vandeveerharpold]

At nkuwan it's not just a bag; it's an art piece. Each design is crafted with unique inspiration and craftsmanship. The exquisite production process reveals not just a bag, but a fashionable feast for the senses.

[@melissac4698]

Cassie, I love your channel and your style, although I’m a bit older and can’t wear some of it. You have a great presence on this platform. I have one question for you. Here goes. So I love all of your rings, and you mentioned having to go get them in this video. I may be completely off base or old fashioned, but when I got engaged, my dad asked me to remove the large middle finger ring he and my mom gave me. They said nothing should be larger or make more of a statement than the ring from my husband. I may be saying it wrong, but I’m sure you get the gist. Have times changed and is that considered old fashioned like other wedding traditions?

[@katemiller7874]

How funny. I heard the same thing when I got married in the 90’s. My fil said nothing should outshine your wedding ring. To this day I never wear a bigger ring than my 2 carat.

[@maggiehuang5049]

Hi Cassie, may I ask you a random question, where do you put your sunglasses when you’re going into indoor and carrying a TBE bag? It is bothering me. Thanks😅

[@jofrancillon4843]

For someone that used to look forward to new silver collection releases, since LVMH took over it’s been a pure disappointment. I got my first piece over 30 years ago. Glad I am not the only person that has noticed that’s silver is pretty nonexistent. I have countless pieces and had great relationships with my SA’s but I can’t recall the last time I’ve purchased a piece from Tiffany’s. I also used to buy them as graduation gifts! They were my 1st go to. Don’t even think of them it’s when a graduation is coming up. Honestly can’t afford the other metals but even if I could, I’m a sterling silver type gal. I have good gold pieces from when my family came to this country almost 60 years ago and could never compare to what is available now. Do they need a silver line, I guess the way you put it, NO, but it’s pretty popular! Bring silver pieces back! They used to do relaunches of silver pieces. I’m not aware that they even do that anymore. Thanks for doing this video!

[@blktauna]

All the charms for the bracelets have been phased out as well. There's only lik 5 in stock anymore.

[@jeanneobbard]

The silver is so underappreciated!

[@jofrancillon4843]

@@blktauna It’s pretty sad. They were so popular. Why offer a link bracelet but no collection of charms to put on it.

[@jofrancillon4843]

@@jeanneobbardTotally agree!

[@DoYouLikeLuxury]

cassie, are the tiffany hardware earrings you’re wearing the large or XL size?

[@KarolinaLdn]

You should be a consultant for LHMV - I am not kidding!

[@dayrich]

i like the collection but its expensive. i just happen to come across it on the website.

[@StyledByGwenny]

Cassie for LVMH Collaboration Ambassador! 🙌🏻

[@ibugyellow5376]

There was a rolex tiffany that came out a few years ago that i wanted but alas

[@melissac4698]

This mostly looks like costume jewelry to me. But with a fine jewelry price tag. In my opinion fine jewelry is about elegance and class and refinement, not look at me please.

[@lennine9881]

Also just wanted to add TCO has neglected their home goods like earthenware and porcelain. They used to have lots of entry level home goods for gifting like vase, platter. Really a let down when I go there to buy home goods. I’m one of the older gen who used to go buy wedding gifts there but still affordable. Now they are so stingy with their home goods

[@yuus4424]

It's kind of giving Clash de Cartier but in black - but I wont lie - the prices of the Pharell LV prices kind of put me off Pharell collabs for no, especially the coloured leather Speedy's

[@CassieThorpe]

I was horrified by the leather speedy price and then I saw/touched it in person and sadly fell in love 😭😭

[@boldxbeautifulbxb]

For this premium pricing, I prefer to invest in their forever classics, not digging either collabs too. Give it a nod that it’s trendy tho.

[@jo_xiaojie]

Cassie how are the brands not scrambling to hire you??

[@ajarnchristian]

Omg Hublot with a Tiffany face?!? 🤤 🤤 🤤 we can only dream

[@jeanneobbard]

Fellow jewelry girlie! I was curious to hear your take on this collection! My initial reaction was, it's just the hardware line, but /drumroll/ ~ with spikes ~. I think I was expecting... something more? But I'm not even sure what! I appreciate the idea behind the titanium. I collect Tiffany Angela Cummings pieces from the 80s; the quality and design is amazing ... also quite a bit more affordable than a 55k necklace. 🤭🤭🤭 Agree with you about a sterling line but wasn't Pharrell's LV line also just like, prohibitively expensive? Almost feels like a feature not a bug... I feel that luxury is actually *trying* to price out the middle income segment but that's a whole other topic.

[@Jiveshen3]

Not the neighbourhood bike! 🤣

[@LeBrassus]

LVMH should leverage Tiffany collabs to rejuvenate brands that aren’t doing so well. Tiffany x Givenchy. Or better yet, with their spirits side of business. Tiffany x Hennessy!

[@mollypapazian4423]

And who else thinks Ca$$ie nailed this commentary 👏!?

[@cwynn1547]

I love the collection. I am not a huge Elsa Peretti fan, I thought they would get rid of her in the 1980s, I was wrong. I never thought her work fit the brand, even though I like some of the pieces. I will be holding my breath to see if Pharrell will push for more titanium, this is what is brilliant. Do we even know if the titanium is surgical grade? Titanium will push the price lower. Due to nickel allergies, I can only wear medical grade titanium earrings, and they like $30 a pair, boring no design studs. I came about these allergies due to pregnancy after-effects. I can wear 18k gold or higher, but 18k still burns/itches after a few hours. We people with metal allergies need designer level jewelry!

[@CassieThorpe]

Oohh this is such a great point you made!! I never even considered the allergies argument - maybe the titanium will be his thing 🤔

[@blktauna]

I have a titanium ring from them from a number of years ago. It is never off my finger and its given me no reaction ever.

[@NY-qk4cm]

Rumpelstiltskin under a bridge. Bahaha 😂

[@BuyLessJess]

I never really associated Pharrell with fashion, I think “innovative, fun beats” when I think Pharrell; but I am also sitting here in a Kirkland pima cotton tee so I’m not in the know.

[@Commentator541]

They need real artists. You can’t have a reference on top of a reference or else it turns into nothing. Which is what this is.

[@jcottle44]

Tiffany needs to cut you a check. Those collabs would be fire!

[@ccpope65]

$22,000 for a necklace that is mostly titanium. Titanium is .11 per gram Seriously.

[@CLIPS_BYK]

I like the collection. It’s nice and different

[@MerchHelen]

Great work!

[@m-zt1tm]

Your out here giving brands free ideas.

[@landsealifestyle3403]

It looks pretty cool but I’m not seeing trident I’m seeing the LV star shape more.

[@Jon1985A]

I like the pucci idea 💡 😘

[@yoloyihi]

11:39 just letting everybody KNOW that her blings are on 🤣🤣🤣

[@Djbrianderrick]

Their recent price increases are egregious, even for a luxury brand. A bracelet I’ve been eyeing for a long time has gone up by $400 in less than 2 years.

[@Djbrianderrick]

Sterling effing silver.

[@katemiller7874]

I hear you. I was really ticked when the lock bracelet went up in price after LVMH acquired Tiffany.

[@Robbie_LeMeow]

Ill stick with my Elsa Peretti pieces.

[@VeronicaRussek]

Yup, me too. I love Tiffany’s classics.

[@FrazierGodfrey]

Pharrell is from Virginia Beach. It’s located in Virginia 🖖🏽

[@kulczakshayley]

the nkuwan would be super cute during the fall with a nude or tan or even tonal outfit! i’m thinking a tan wool coat with that bag!!

[@babydoll1701]

Anyone know what the white ring on her left middle finger is from?

[@anibabikian]

I am old and feel my days of Tiffany jewelry exciting me are long gone! Limoges used to make their dinnerware which were absolutely amazing (have it in some storage somewhere) , but somehow they lost their charm at one point! When other Jewelry Houses came up with beautiful and popular items, Tiffany just stalled and didn’t move forward. Regardless what they come up with, they will always be 40 years behind others and it would be difficult for them to catch up with Cartier or Bulgare etc….

[@lalc2883]

Pucci/Tiffany? Call Camille Miceli! Cassie on her consulting bag lol

[@ClemsonTigerMom]

I think Tiffany is being ruined by LV. It’s sad to see them go. They told me they’re moving away from sterling silver and they’re raising their prices on everything. I also think they’ve forgotten who their target audience is. Traditionally, it’s been upper class women (mostly…some men) who love beautiful jewelry that represents nature and beautiful design. We don’t love nails, hardware, barbed wire, wrecking balls, etc. Who wants that?? If they’re trying to appeal to the younger generations, that may be a mistake. Young people are often early in their careers and don’t have a lot of money to spend on jewelry. The demand for Cartier screws and nails is a a passing fad. It’ll be interesting to see how the company fares under LV. I’m not buying anything there anymore.

[@katemiller7874]

I agree with this. The salesperson I’ve been using there for the last 6 years at Tiffany was so happy. Since LVMH has taken over he is miserable. He was always so bright and cheery. I saw him a few months ago he barely smiled. So sad. He’s been there approx 30 years. They have really young mgmt in there that may be the problem. Or the commission guideline has changed. No sure he won’t talk. Shame.

[@frostren]

Cassie, remember Tiffany’s is part of LVMH group, so it obvious that they going to get Pharrell to do something. He is their in house so call designer. But yes, where is the limit of brand designer hoping going to end.

[@ahago8]

1. O. M. G. where’s the “My name is Cassie I’m a self diagnosed luxury addict…”😱😱😱 2. Regardless, had to repeat “PHYSICS, PRISM, PINK FLOYD…” three time just LOVE your references 🤣🤣🤣 3. I was told by Tiffany SA (abt a year ago) that they are going to phase out the silver line 🫢

[@Aaandrewful]

Is this a limited collab or a permanent collection?

[@mango000mvy]

I may be totally wrong on this, though my first thought when seeing Pharrell designs and price point with LV or Tiffany is : is he designing for his celebrity friends ?

[@KAMA_THE_ONE]

Yes, it's so surprising that brands like Tiffany and LV suddenly became expensive. And also it's weird that Pharrell has never designed for an affordable label like Adidas...

[@melissaorgeron9161]

I'm sorry, I'm just going to say this, P needs to say in his own lane. Designing may not be his strong suit. To each their own, if you love it, buy it and wear it beautifully!

[@seabreeze4559]

Is nobody going to point out the ageism in the ad campaigns? And if the jewellery is NOT timeless, why BUY it?

[@accountingforluxury]

Love the collection but dear lord the price point 🥵

[@jaks_bag_attack]

Not a fan because I feel like the spikes will be uncomfortable as a person that sleeps in my jewelry

[@renzsan10]

The spikes remind me of Valentino, but it’s more cylindrical than pyramidal.

[@CassieThorpe]

Trueeee

[@karenmarierazee4589]

Great video...

[@rhondabeard7012]

It’s a beautiful collaboration but the price point 😩

[@NinaOswald]

It’s as if Pharrell designed specifically for me to not like his pieces, so opposed are our tastes. I’m eagerly awaiting the next thing and will be sitting on my money until then.

[@YourRav]

It feels like Pharrell is trying to align himself with excessively high prices.