Telfar Bags: Security Program, Pre Order and How to Learn Patience Again
On 30th March, Brooklyn-based brand Telfar, launched Telfar Bag Security Program Round II and it was fully a success again. But which is the strategy behind this initiatives and is it just marketing or is there something more?
“Last year we messed up the fashion industry and the bots with the BAG SECURITY PROGRAM — letting you get what you want, without the stress — and keeping TELFAR Black Owned and 100% independent. You are our investors — and together we are making history again. “ these are the words of Telfar Clemens, founder of the brand
Basically Security Program is a pre-order: customers can buy their bags in any size, any colour and any quantity and the all bags purchased will be shipped later, in a period between 15 July and 15 September. You pay now for having them in more than three months. Is not so atypical in the era of see now-buy now-have now?
Telfars’ motto is "it's not for you, it's for everyone”, so here we aren’t speaking about a strategy of exclusivity, it’s completely the opposite! The Bag Security Program will ensure that everyone gets their desired bag at a democratic price. The thought behind this project is not the idea of exclusivity or scarcity: Telfar Clemens and Babak Radboy, cretive director of the Brand, constantly say that there will never be product shortage, everyone will have the chance to buy a bag.
Telfar is a democratic bag also in its prices which range on average from 135 for the mini bag to 250 for the maxi. So the idea of reselling is against its ethics: buying higher crazy prices to the reseller.Telfar advises his crew of loyalists to avoid the tempation of buying from resellers.The only weapon Telfar fans have? Don't buy from resellers, and wait. Having patience. Something unknown today, but Telfar Clemens have decided to teach us it again.
