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Telfar Bag Security Program: Here's What Retailers Should Know

The 24-hour event could reduce excess inventory.
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Telfar

less than 3 min read

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.

Luxury brands are built on a hauter-than-thou sense of exclusivity. What happens when an award-winning designer intentionally cuts it out?

Telfar’s finding out. Today, Telfar is hosting its first-ever Bag Security Program: a 24-hour promotion for its perennially sold-out hero bags.

  • Customers can order as many as they want in the colors of their choice, for delivery by January 15, 2021.
  • But the rules are strict: All orders must be paid in full at checkout, and no changes can be made to orders post-purchase.

Despite having zero places to carry a designer bag this summer, Telfar’s “Bushwick Birkins” have been harder to get than Birkin Birkins. Restocks often sell out in seconds; customers blame bots, but the brand has said most purchases came from verified humans.

Why it matters: Too many brands produce too much inventory. Allowing customers to order exactly what they want reduces Telfar’s risk of overproduction, while opening the brand up to more customers.

  • Another upside: Taking orders ahead of production will help Telfar root out any bots that snuck into the checkout line.
  • The downside: A five-month lead time demands more patience from shoppers than they’re used to.

Retail news that keeps industry pros in the know

Retail Brew delivers the latest retail industry news and insights surrounding marketing, DTC, and e-commerce to keep leaders and decision-makers up to date.