Will the Truth Set You Free?

Will the Truth Set You Free?

We are in an age where transparency is often demanded and seemingly given but according to a recent article in Entrepreneur, a luxury clothing manufacturer has upped the ante with total transparency with regard to pricing. Everlane, which is also an e-retailer, has made transparency its brand and for consumers who want to exactly how much their clothes took to make and how much the company makes from each piece, Everlane is more than happy to tell and lest you have any problems comprehending, it is neatly and colorfully laid out in infographics. Customers also get to see photos of the factory and the manufacturing process. For anyone who thought that, finding out, that the company pockets $160.55 out of the $365 you spent on your handbag, or $8.30 for every $15 t-shirt you buy, might deter people from making purchases, think again. The company has around 150,000 customers and it believes that transparency on this level will only be provocative. What Everlane is doing is innovative to a populace who are in no wise fooled by the apparent discounts they get. They are tired of being deceived and being told that they are getting a bargain when they clearly are not. What is your branding strategy? What will people associate your brand with? Is it something innovative; something that they believe only you can offer them? What makes you different from everyone else vying for their attention? Remember, it pays to be unique. 

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