The new store, which is online, aims to offset the pay gap in the wider world. On average in the U.S., men are paid 18% more than women, according to Trusaic, which supplies equal pay compliance software. Customers are not required to pay more based on their profiles, and the store merely suggests a fair price for each customer. It is up to consumers to pay the fair price, or opt to pay the lowest price.
Men are asked to pay suggested higher prices than women at the store, which offers an assortment of a range of T-shirts, mugs and tote bags, each bearing the message, "Where's my X%?"––where the value of "X" for each customer depends on their stated gender and race/ethnicity.
The store aims to highlight the pay gap across genders. Visitors are first asked their gender and race/ethnicity, and the price suggested to them reflects the pay gap faced by those of their profile. Only Asian men are asked to pay full price for items, as they make the most, on average. Other groups, including white men (the second-highest earners), are asked to pay lower prices based on their own profiles.
"This is a breakthrough idea in online retailing," says Matt Gotchy, Trusaic's spokesperson. "It's the world's only store with a 'price gap' that balances the pay gap in the outside world."
Hispanic women are asked to pay the least for items, since they earn the least, on average, compared to other groups. Hispanic women earn just 49 cents on the dollar to Asian men. A mug for Hispanic women would sell for $12.99, compared to $24.99 suggested for Asian men and $20.99 for white men––reflecting the 16% pay gap between the latter two groups.
All profits from the store will be donated to charity, according to Trusaic.