Everlane’s E-Tail Sale Lets Customers Pay What They Want
In a bid to clear overstocked warehouses, San Francisco-based ethical fashion e-tailer Everlane has launched a beta-phase initiative dubbed ‘Our Products. Your Price. 72 Hours’. The democratic sale concept – similar to honesty bars where payment is left to the discretion of the guests – lets customers decide the price for a curated range of premium basic items (anything above the manufacturers’ costs).
Over three days (December 16-18), the brand will host a selection of its favourite items on a separate section of its e-commerce website. This is only accessible via desktop browsing and a link embedded in an email sent to existing shoppers who’d opted in to receive news updates. After confirming the price, the items are shipped to the consumer as usual.
The concept tallies with Everlane’s ethical, consumer-centric philosophy, which it refers to as ‘radical transparency’: it lists the material, labour and transport costs of every garment on its site, and discloses their costs versus the standard retail mark-up.
For more on brands breeding trust through transparency, see Positive Provenance, Retail Activism Patagonia Flagship, Eco-Retail: Patagonia Repair Tours and the section Radical Transparency in Brands Behaving Authentically: Culture & Inclusivity. Also look out for our upcoming report Retail: The Eco-Ethical Upsell, publishing on January 7.
It also presents a new version of sale retailing aligned with wider e-tail trends around the personalisation of products, prices, services and rewards. See also Reactive Retail, Discounts for Data: Urban On App and Friska Fast Foods’ Behaviour-Oriented Loyalty App.
For more on Everlane’s wider retail strategy, see Everlane: E-tail Hotel Pop-Up Promo and Everlane’s Transparency Tours, LA. For more on brands involving customers in product development or concept testing, see Beta Brandscapes and Experimentation & Co-Creation.