If you had the choice between paying $32, $39, or $68 for that $75 sweater you've been lusting after, which price would you choose? Online retailer Everlane — a company that prides itself on "radical transparency" — is putting that exact choice into buyers' hands.
With the click of a mouse, shoppers can choose between three price points for an item, each marked with the profit amount that will go to Everlane for that purchase. The lowest cost only covers production and shipping; the middle cost covers all of that plus overhead for the company's 70-person team; the highest price covers everything the middle cost covers, plus a profit margin that allows the company to "invest in growth."
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