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Telfar, a popular bag brand, has announced its first-ever reverse sale where customers get to decide the prices for its collection. This game-changing pricing system allows customers to choose the prices, starting at the wholesale price and increasing every second until it reaches full price. The intention behind this reverse sale is to disrupt the traditional notions of supply and demand and scarcity and value in the fashion industry. The goal is to increase affordability and allow Telfar to produce more products instead of making them more expensive due to popularity. The inaugural Telfar Live Price will launch on March 27, with new product releases scheduled weekly until April 24.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Telfar announces reverse sale with customer pricing | Pricing system change | More affordable and accessible prices | Increase affordability and production |
| Customers choose prices for Telfar collection | Disruption of supply and demand | Shift in pricing power to customers | Challenge preconceived notions of value |
| Telfar aims to increase affordability | Affordable pricing | Larger production of products | Desire to make products more accessible |
| Telfar partners with Rainbow store for limited sale | Increased accessibility | Expansion of partnerships | Focus on reaching more customers and markets |