Telfar Schedules Last-Ever Bag Security Program
As the brand looks to restructure its growth strategy through TELFARTV and various other channels.
Back in 2020, Telfar’s signature Shopping Bags were among the most challenging commodities to cop. On drop dates, the highly-coveted accessories would sell out in minutes; and the only places you could find them afterward were digital resale stores, where prices were hiked through the roof. In response to high demand, the brand’s founder, Telfar Clemens, launched the Bag Security Program, an unlimited pre-order system that allowed customers to order any bag, in any size and any color — stress-free.
Fast forward to today and the label has scheduled the fifth and final installment of its famous Bag Security sale. From June 16 to 18, consumers will have their last chance to shop Telfar’s full catalog without competition. And this time around, the brand will offer its fastest-ever delivery, with bags beginning to ship within two weeks of the program’s conclusion.
The brand’s decision to drop the unlimited sale strategy comes as it looks to restrategize its business model. In an effort to stray from mainstream social media platforms, Telfar plans to rely more heavily on its own TELFARTV streaming platform and its hotly-anticipated brick-and-mortar outposts (coming in 2024), among other channels, for future growth.
In a statement, Telfar partner and creative director Babak Radboy said, “We are really trying to be true to the fact that TELFAR is something we do WITH our customers. They make it up as much as we do — so as we grow, other brands’ blueprints don’t fit. We have to do everything differently.”
“Bag security changed our lives and changed fashion,” said Clemens. “NY literally looks different — and we were able to leave the fashion system. We literally do exactly what we want as a company. That’s exactly what we are doing by moving on from it, too. We want people to be able to get our bags — but also for people who get our bags to GET US. Otherwise, what is it? So we want to make it both easier and harder. Because it’s never been about money. So it better be about something.”
Telfar’s final Bag Security Program will take place on the brand’s webstore from June 16 to 18.
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