I worked in sales or associated areas all my life and the current strategy looks suspiciously like the old targeting high net worth individuals.
The problem with high net worth individuals is that first generation high net worth individuals know the value of a dollar so your target market is really trophy brides , the recipients of inherited wealth and the children of high net worth individuals.
The problem with the latter is that they are the wrong demographic. ( Katmandu have been very successful in targeting this market capturing a market which says young , fit and enough money to pay over the odds for something with a brand name to let the world know that I am young, fit and have money to spare )
This leaves ORL with a very small target market indeed as they seem to be finding out.
ORL Price at posting:
$2.50 Sentiment: None Disclosure: Not Held
