Telfar’s Insistence on Drip for a Drop

Telfar Live is a sale in reverse – where the more people want it, the cheaper they get it.

"If you are experiencing symptoms of clout chasing - THIS AIN’T FOR YOU!"

A (paraphrased) warning issued by fashion staple Telfar, as part of the brands briefing for its latest effort to shake up the fashion industry. In a complete reversal of standard pricing models, Telfar’s latest collection will drop with a concept called “Live Pricing” - a brazen challenge to the bacon, bread, butter and cheddar of traditional high-end fashion business models.

According to Telfar's website, the Live Pricing model works like this:

1. The collection drops at the wholesale price, up to 50% off the full price.

2. The price goes up every second until it reaches the full price.

3. And get this, whatever price it sells out at becomes the price forever.

Essentially, customers decide the price they want to pay, and the more they want an item, and the quicker they get it, the lower the price will be. Sounds confusing? Exactly.

This pricing model is a total reversal of the markdown sale structure that the fashion industry typically relies on. But who cares about tradition when you're making a statement?

Telfar Live disrupts preconceived notions of value and scarcity, providing an economic model that corresponds with the nature of black cultural invention. The brand is committed to making fashion more accessible and equitable for everyone.

Kanye and always said that he wanted Yeezy’s to be the kind of shoe that anyone anywhere could buy, seems like Telfar has beat Ye to the punch – with exception. Differing from Ye’s dream policy - Telfar Live is not for everyone. With no concern of offence, the brand outright warns against and damn near threatens people who are interested clout chasing, elite capture, and party politics. Stating that “If you get us — you get us — we got you.”

In conclusion, Telfar's Live Pricing model is a bold move that challenges the fashion industry's status quo. The brand's commitment to accessibility and inclusivity is admirable, and the marketing around this brilliant. So, if you're ready to shake things up and disrupt the fashion industry, Telfar Live is calling your name.