When 25-year-old Rose Temple shopped for these shoes, the retailer “Everlane” displayed more than a picture and a price
“When you click on the item you want to buy, it shows you exactly where it was made…and exactly how much it cost to make it,” said Temple.
Everlane’s transparent pricing… giving customers a breakdown of their expenses, including labor, transportation, and materials.
The company says this dress cost them $55.
The price for the customer…$120… a $65 markup.
“They can see how much we paid for every aspect of this shirt,” said founder Michael Preysman.
Michael Preysman founded Everlane in 2012 – hoping that being upfront about his costs would draw in customers.
“The problem in apparel and many industries is you have no concept of what value is. So you could buy a ten dollar t-shirt or a hundred dollar t-shirt and you don’t really know why,” said Preysman.
Pricing transparency is popping at couple of other companies. Handbag maker Oliver Cabell tells customers how much it costs for everything from the leather to the zipper. And European retailer honest-by gives a highly detailed summary of the materials used in their clothing and the costs.
Professor Lori Massaro of New York’s fashion institute of technology says these upstarts use transparency to convince customers they’re getting a better deal than traditional retailers offer, even if that’s not always true.
“I don’t like to use the word gimmick, but it’s an awesome business plan with a really savvy marketing tool. They make it very easy for the consumer to understand,” said Massaro
Rose says it’s the combination of good quality and good value that keeps her coming back.