‘Anti-luxury’ brand, Telfar announces live pricing model for new collection
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- Published on March 22, 2023
- Last Updated May 15, 2023
- In Culture
Telfar has been dubbed the “Bushwick Birkin” based on its aesthetic, affordability and durability. Will the new live pricing model hurt the brand?
Telfar introduced a new pricing model that may change the game for the Black-owned handbag company.
The New York-based brand that created the popular handbag dubbed the “Bushwick Birkin,” announced that it will be launching a live pricing model for its latest collection dropping March 27.
Business of Fashion broke down the logistics of the live pricing model. Instead of the typical set price model that is the standard among ecommerce retailers, Telfar is allowing “consumer demand” to determine the cost of each item once the collection is released.
Some fans were outraged, stating that the new method would create even more hassle in obtaining the already hard-to-snag bags. Some commented that the new model resembled Ticketmaster’s presale fiascos.
According to the Telfar site, new collections will now drop, with prices starting at the wholesale price – more than 50 percent off the retail price. The item’s price will increase every second until it reaches full price. Whatever price it sells out at will become that price for future drops.
To put the model simply, the brand explained that “the more you want it, the lower the price.”
Telfar was launched in 2005 by designer Telfar Clemens. He referred to the brand as being “anti-luxury,” using the tagline “not for you – for everyone.”
Implementing the new pricing model is an effort to get back to his plan of affordable exclusivity.
“Many brands use price as a barrier to entry. I never wanted that for my brand,” Clemens said in a recent interview with Fast Company.
Although some consumers aren’t too keen on the new pricing model, we doubt the demand for Telfar will drop.
The bags have been seen on the arms of everyone (including Beyonce) and are often praised for their durability and quality. The brand started with three sizes of their “shopping bag,” a traditional purse with a handle and long strap.
The medium shopping bag is roomy enough to be an option as a purse or carry-on for your next flight. A standard-size laptop, pair of shoes, or change of clothes could fit into the bag.
The large shopping bag will definitely be your favorite overnight bag. This bag can fight up to a weekend’s worth of clothes and has laptop-sized interior zippers, so your computer won’t take up any space. This bag is also the approved size for a carry-on with most airlines.
The brand has also expanded into stylish duffle bags for travel or everyday use.