Telfar, one of the fashion industry’s most coveted brands, has launched a “Live Pricing” model with its latest collection, disrupting traditional shopping, consumption, and cost rules. The pricing model allows each item to be sold at wholesale cost initially, with prices rising per second. The set price later will reflect its cost when sold out, becoming the “forever price” of that item. Telfar removes another barrier of exclusivity in the fashion world, allowing popular items to become cheaper. The pricing model is a testament to the brand’s ethos, “Not For You—For Everyone.” The innovative launch follows up on similar industry shakeups Telfar has done in favor of its consumers, such as the Bag Security Program and a pop-up store held at a Rainbow in downtown Brooklyn.
Telfar’s Tall Jersey in Oxblood, the Cap Hoodie in Heather Grey, and the Basic Customer T in Black are the standout pieces that are still rising in price from the first drop. So far, the brand hasn’t listed any of its iconic Shopping Bags using the new pricing strategy. “Basically, I want the people to choose the price,” founder Telfar Clemens says.
The unique “reverse sale” pricing model is receiving praise on social media. It simplifies the shopping experience and provides an opportunity for consumers to purchase Telfar pieces that they may not have been able to afford previously. Unlike traditional pricing models based on supply and demand, Telfar’s “Live Pricing” removes another barrier of exclusivity in the fashion world.
Telfar’s legacy and brand continue to evolve with this innovative pricing model. The pricing strategy gives consumers the power to determine set prices of pieces as they see fit. The brand’s ethos, “Not For You—For Everyone,” has led to impressive results, and Telfar continues to position itself as an innovative leader in the fashion industry.
