Everlane Concealed Mystery About The Price Of Human Nature.

The US parity fashion brand Everlane has only been established for 4 years and is only sold online. However, because of its excellent product quality and low price, it has won the trust of consumers through cost pparency.

Buzz Feed reported that from the end of last week, Everlane began to promote sales, and it took a strange step.

Let consumers choose their own prices.

Is it betting whether consumers will choose the highest price?

In the ChooseYour Price shopping area on the Everlane website, Everlane gives each commodity 3 different discount rates.

At an original price of 75 dollars.

For example, the discount price is 32 US dollars, 39 US dollars, or 68 US dollars, respectively. For each price, Everlane is explained.

First, let's talk about what these three prices represent. The lowest price includes the production and pportation cost of the Everlane product, and the middle price includes the daily management fee of the Everlane70 team.

Finally, let's talk about the highest price, which is only 7 dollars lower than the original price, including the cost contained in the preceding two prices. The rest part of the Everlane is for reinvestment.

Everlane's founder and CEO Michael Preysman said his sales inspiration came from the Radiohead band and Metropolitan Museumof Art in Metropolitan Museum of Art, New York.

In 2007, the Radiohead band provided a big benefit to fans. No matter how much they paid, they could download the new album of the band, while Metropolitan Museum of Art only charged people with the admission fee they would like to pay.

The matter itself is very doubtful, and how many people will choose the two price beyond the lowest price.

After all, consumers are pursuing value, and paying the highest price can not bring any substantial gains to them.

For example, a key chain, a brooch or discount coupons.

Even if all consumers choose the lowest price, this promotion is also worth it, because by this opportunity, consumers understand the cost structure of Everlane, so that consumers feel that Everlane products are worth buying.

That makes sense, because the brand of Everlane is built on the concept of "completely pparent", which is also its brand tag. Everlane wants to show its factory information to all consumers and how it performs the price tag.

But Preysman said they did a consumer price test a week ago, with nearly 10% of consumers choosing medium or high prices.

Preysman is careful about this promotion and the 3 price options.

As to why there are people who are willing to choose the equivalent and the highest price, he said, "it is because of trust.

If you are honest and pparent to people, they will be generous to you. "

Everlane this sales promotion starts from last weekend and ends on the 31 day, only a week.

Preysman says Everlane does not often promote sales, but it may be held once a year, or once every two years.

Once the sale is over, all the goods will be returned to the original price.

Because the fundamental purpose of promotion is to clean up inventory instead of increasing revenue. This is also what Everlane wants to tell consumers.