Do you think there’s still some moral left in retail industry? Some would agree that it’s slowly becoming the devil in our lives, injecting consumerist behavior in our daily lives. We can’t live without shopping and spending money, and we don’t even wonder where our money goes anymore. But it’s a magical time outside; miracles are still possible. That’s what I think Everlane is; the miracle of the retail industry. It’s actually an ecommerce website that has been known for a number of unlikely features, like keeping its pricing policy absolutely transparent for the users, not offering any kind of sales/discounts to keep the prices low at any time, and even going as far as shutting down the website on Black Friday.
The good news is that Everlane is finally offering a sale, a very unique and nontraditional one. Instead of lowering the prices, and getting you all hyped up for the word “discount,” it is letting YOU choose the discount price!
Liked an item? It will give you three price options, and will explain how each price is formed. The lowest price will cover production and shipping; you’ll be happy with your savings, but you’ll have to live on with the feeling that you didn’t appreciate the precious work that people like me and you do in the factories. Everlane gets 0$ from the lowest price.
The middle price covers the production, shipping and an “overhead for (their) 70-person team.” If you pick this price, you’ll basically donate some extra money to Everlane (now that we put it this way, you would easily donate rather than pay, wouldn’t you?).
Finally, if you pick the highest price, you will give more money to Everlane (different amount based on the item you choose), plus production and shipping, the team and this “allows (Everlane) to invest in growth.” Also, you get a big Thank You, if you choose this option.
People out there, who always have hard time in decision-making, might find this unbearable. Despite this, Everlane has earned a pretty positive reputation among its users and beyond for sticking to this policy. Transparency and strong relationships with its customers seems to pay off as the website doesn’t have the intention of going offline anytime soon.
It’s clear that this is not just a sale; it’s an experiment in consumer behavior. Will we choose the more moral option, or would we pick shame and pick our own gain?
I’ve always wondered whether consumers will actually pick a higher price if the burden of decision-making and responsibility was placed on their shoulders (Why? Because we are that irrational most of the time), so we can’t wait to see the results of this consumer experiment. Will most of the users choose the lowest price? Or the highest one? Or would they prefer to stay safe with the middle price?
If you want to express your opinion and participate in this sale, head over to Everlane’s website and start shopping, as the sale ends on Wednesday (It’s today! No time left).
Photo courtesy of Everlane