Artyzan, a fair-trade retailers where customers choose the price of their purchases
Artyzan is a fair-trade retail label created by the NGO Children of the World – India. What’s the brand’s USP? The product price tags show a minimum and maximum price, and it’s the customer who decides how much they want to pay within this bracket. The fair-trade retail brand is best known for selling hand-crafted clothes, travel bags and jewellery. These are made by young, unemployed adults supported by the NGO Children of the World, in exchange for a decent salary. Once sold, all profits made by Artyzan are used to support the charity, which is now a big part of the brand’s activity.
Artyzan boasts its objectives: to reduce poverty in India in a way that enables parents to send their children to school. All the retail brand’s shop profits are used to offer scholarships to deserving children, allowing them to continue their secondary education. The fair-trade retail brand therefore asks for the generosity of its customers, who are guaranteed to be doing a good deed through their shopping.
Pay What You Want is a business concept already well-developed in Anglo-Saxon countries, where it’s not unusual to see customers leave a tip in appreciation – and not only in charity and humanitarian shops.
In France, the idea started to spread, and has been applied, for example, in the Madame Vacances residences, the e-commerce site Brandalley or even in gastro restaurant Variations. According to Les Echos, this type of initiative is generally successful as brands get people talking about them, attract new customers and create a business/customer partnership, which often lacks in trade relationships…The experiment has shown that customers leave more satisfied if they were able to influence the price, and generally pay as much as the shop would have charged.