# Publicity Stunt Pricing Dolce & Gabanna's $369,000 Sunglasses By Going Like Sixty | Published 2008-06-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/olce-gabanna-very-nice-price-369000 References: [luxurylaunches](http://www.luxurylaunches.com/fashion/worlds_most_expensive_sunglasses_cost_383609.php) I feel so dirty, I will wash my hands and keyboard after posting this [publicity stunt](https://www.trendhunter.com/trends/can-of-art). C'mon $369,000 for a [pair of sunglasses](https://www.trendhunter.com/trends/inovati) from [Dolce](https://www.trendhunter.com/trends/il-pranzo-campaign) and Gabanna? The sunglasses are gold and probably have some diamonds on them. Maybe a very nice case. Which leads me to this concept: D & G can price it in any range they want. So maybe these sunglasses actually just cost a few hundred and D & G put a bazillion percent markup just to suck bloggers in. Oh, I feel so dirty. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 86% | Activity: 92% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Publicity Stunts](https://www.trendhunter.com/publicitystunts) ## Key Themes ### What's Driving This Trend - **Luxury Pricing:** Disruptive innovation opportunity: Develop a luxury pricing strategy to create high perceived value and attract affluent customers. - **Brand Hype:** Disruptive innovation opportunity: Use elaborate marketing tactics to generate buzz and create viral brand promotion. - **Inflated Markups:** Disruptive innovation opportunity: Experiment with exaggerated pricing strategies to captivate customer attention and drive sales through perceived exclusivity. ### Who This Affects Most - **Fashion:** Disruptive innovation opportunity: Introduce innovative pricing models to disrupt the traditional fashion industry and attract attention from fashion enthusiasts. - **Luxury Goods:** Disruptive innovation opportunity: Explore creative pricing strategies to disrupt the luxury goods industry and cater to a niche market of high-end customers. - **Advertising:** Disruptive innovation opportunity: Leverage attention-grabbing marketing campaigns to disrupt the advertising industry and create memorable brand experiences. ## Related on Trend Hunter - [Crystal-Encrusted Eyewear](https://www.trendhunter.com/trends/oakley-x-swarovski.md) - [Blinged-Out Smart Glasses](https://www.trendhunter.com/trends/asap-rocky-1.md) - [Bubble-Like Sunglasses Drop](https://www.trendhunter.com/trends/upside-down-sunglasses.md) - [Revealing Skincare Pop-Ups](https://www.trendhunter.com/trends/the-secret-ingredient-pop-up.md) - [Secure Sporty Eyewear Collections](https://www.trendhunter.com/trends/oakley-stunt-collection.md) - [Stunning 3D-Printed Sunglasses](https://www.trendhunter.com/trends/3dprinted-sunglasses1.md) - [Zero-Dollar Glasses Promotions](https://www.trendhunter.com/trends/zero-dollar-frames.md) - [Ultra-Luxe Rhinestone Earphone Cases](https://www.trendhunter.com/trends/glam-earpods-holder.md) - [Provocative Guerrilla Campaigns](https://www.trendhunter.com/trends/mwcurated.md)