1 Everlane Wool Trench | $110, $132 or $225
2 Ponte full length dress | $51, $61, $99
3 Everlane artist smock | $69, $83, $117
4 Everlane Cashmere scarf | $86, $103, $184
5 Everlane cotton/wool sweater | $32, $39, or $68
It’s the last day of Everlane’s “Pay what you Want” sale. I’m not ordering anything, but in Everlane tradition, I think this sale is a game-changer. Essentially, you decide what you want to pay based on how much you want to “contribute” to Everlane’s bottom line: you can pay their cost, and nothing goes to Everlane, or you pay slightly more, which helps them cover production, overhead and salaries, or even more, which contributes more.
I would like to say that I’d pay more and continue to support the company, but in my frugal-ness, I’d probably choose the middle level; I’d feel guilty paying the lowest amount. I certainly don’t any other time, but when they put it that way…
What would you pay? I’m curious how it will all turn out, and they probably won’t share that information, but it’s a very interesting experiment in transparency: telling your customer exactly where the “extra” money over and above production and shipping goes, and asking them to choose what they’re willing to pay keeping that in mind.
Are you ordering anything during this sale? What do you think about it?
*update via Racked,
Everlane tested the sale last week and found that roughly 10% of people chose to pay more than the lowest listed price. Why would someone not go for the best value? “It’s the affinity,” Preysman explains. “If you’re honest and transparent with people, then they’ll sort of treat you with decency in return.”