TELFAR Case Study

thumbnail photo taken for Harpers Bazar; shot by @suekwon_ (on instagram)

Amidst the political uproar, the global pandemic (that we are very much still in), and the call for justice for the black community in the Black Lives Matter Movement, there has been a call to support small black owned businesses, and black owned brands in general. Telfar is one of the many black owned brands that has skyrocketed to popularity amongst the fashion world and those who love it.

Established in 2005, Telfar Clemens, a queer fashion designer from Queens, a DJ, and founder of TELFAR, a genderless clothing brand based in New York City, has made a name for not only the clothing but also for the man behind the brand. In 2020 amidst the Black Lives Matter Movement TELFAR has almost gained a cult like following. With the pieces constantly being sold out, it's safe to say everyone wants a piece of TELFAR, including me. Clemens has made it a point in his brand to ensure that everyone and anybody is capable of owning a piece of his brand whether its his infamous TELFAR shopping bags, or pieces of TELFAR clothing, with prices ranging between $150 to $257. For a luxury fashion brand TELFAR has positioned themselves to be attainable to a wider audience that may not be able to afford some of the larger luxury brands such as a Louis Vuitton or Prada. Its fair to say that TELFAR is for the people.

HOW TELFAR BECAME SO POPULAR

Thanks to awareness of social justice, protests around the world, and supporting black owned businesses TELFAR is one of the many black owned brands that has made its name known amongst the mainstream. The infamous TELFAR shopping bag is one of the main factors that play into that. The vegan leather shopping bag which ranges from prices $150 to $257 has made a big name for itself. From the many different colors ranging from black, white, brown, pink, blue, gold, and the three different sizes from small, medium, and large the TELFAR shopping bag is a big win for the brand. However TELFAR also has many more astounding pieces that anybody can attain. From apparel that ranges from $70 to $550, and many other accessories, many people can obtain something from the brand.

TELFAR SHOPPING BAG RESELLER UPROAR

Amidst the surge of popularity and the demand of the shopping bag, big resellers and hypebeasts are trying to get their hands on the shopping bag that is making its way in mainstream media and sell it the symbolic shopping bag for a higher price. During the restocks of the bag, social media was quick to point out hypebeasts and resellers making quick snags of the bag which soon made everyone who loves the brand show displeasure for the resell community. As TELFAR is known for being an accessible and affordable brand to everyone, resellers has made it far much harder to attain and enjoy the brand for its art and message.

However Telfar Clemens was quick to point out these big resellers and soon he put his website on freeze— pausing everything so he and his team could sought out the bots and stop these big resellers from buying almost 60% of his stock. In a post made on instagram stories, Clemens stated, “Telfar is for the people. Not bots. Store on ice while we root them out.``

From there Clemens and his team came up with a solution to this problem thus resting a unlimited 24 hour restock.

HOW TO ATTAIN A TELFAR BAG

As demand skyrocketed and many people wanted to obtain a piece of TELFAR, Telfar Clemens has made a different route for those who love fashion and love the brand as its entirety.

Therefore, the brand has created the TELFAR Bag Security Programme, which ensures fashion loving people like me and you can obtain a TELFAR shopping bag in any color and size with the terms of service being pay in full, no cancellations nor exchanages, give correct address, and expect your shopping bag within a reasonable amount of time in the mail.

shot by Marley Marc; photo taken from them.us

TELFAR is known for the people and they will always provide their customers with care and beautiful pieces of art, so don’t waste time and go grab that TELFAR bag!