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You can purchase it all��online��right now, but just remember, the price tag doesn’t include any underwear.

“The $1,500 price tag for that outfit is as much about buying into the Ralph Lauren brand of outdoorsy preppiness as it is about the Olympics,” Kitts says. “That price tag is for people who’d already buy Ralph Lauren, not necessarily a mass market.”

A lot of the generic Olympic gear and merchandise is also hard to afford. However, Olympic organizers in Brazil have found a way around this. They have created a two-tiered pricing system to offer tourists higher-end gear at higher prices, while��Brazilians will be able to buy a low-cost version that is nearly identical.

This new approach to merchandising could help prevent knockoffs from hitting the market. This is an issue that Ralph Lauren faces every two��years. “There was a really popular knit ski cap worn by the US Olympians during the Vancouver games that featured some little moose,” Kitts says. “It was retailing for more than $75 and sold out almost immediately. Ralph Lauren didn’t produce more, but there was a substantial market for the same little moose caps that sold at a discount online for about half that price.”