Telfar has done it again! Time after time, the retailer has redefined what “luxury” means in a modern world. Typically, we all associate “luxury” with big name couture brands and high end retail. But Telfar Clemens has made luxury accessible while still keeping its allure. In 2020, there’s no doubt the the brand’s signature shopper was the “it” bag. Three years later, they’ve shown no signs of stopping; securing lucrative brand collaborations and expanded into clothes and other merchandise.
I graduated from Tuskegee University with degrees in Marketing AND Supply Chain Management – so this news really intrigued me. It’s so uncommon yet it makes perfect sense. Let the people decide what they want and how much they want to spend on it.
THE FOLLOWING COPY IS DIRECTLY FROM THEIR WEBSITE. GENIUS.
WHY IT WORKS
TELFAR LIVE disrupts both existing notions of supply & demand and scarcity & value — because that’s their business — not ours. If you are here you know this: rich does not equal fly. That’s why TELFAR has the highest resale value of any fashion brand on earth — while remaining the most accessible. How is that possible? DAY-ONES already know:
TELFAR IS EASY TO GET — IF YOU GET TELFAR.
If you get us — you get us — we got you.
TELFAR LIVE is how we turn that into a radical new way of selling online. Why? Because if we price our clothes according to their flyness — less fly people can get them and the people that get them will be less fly. If less people get them, we can’t make as many. If we can’t make as many — the price stays high. But if we lower the price — will people think it’s less fly? Are we stuck? Na — we go LIVE
THIS IS THE FUTURE — DON’T BE LATE.
WARNING: TELFAR LIVE is a total reversal of the markdown sale structure of the fashion industry: TELFAR LIVE is literally a sale in reverse. Using TELFAR LIVE may disrupt both preconceived notions of value & scarcity and supply & demand. TELFAR LIVE provides an economic model that corresponds to the nature of black cultural invention — in a market where black culture moves all culture — but black people don’t own their shit. TELFAR LIVE cannot be taken with Black Capitalist Wolf Tickets and is not a replacement for real political struggle.
DOUBLE WARNING: TELFAR LIVE is not for everyone: if you are experiencing symptoms of clout chasing, elite capture, are suffering from black excellence, a seat at the table, party politics, have or will be pregnant with your colonizers’ weaponization of beauty, legibility and truth – ask your ancestors first to find out if TELFAR LIVE is right for you.
