everlane - brand audit
TRANSCRIPT
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By
Huijun June Li
Brand Audit
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Background
• Online-only Fashion Retailer• Founded in the fall of 2010 by Michael Preysman • Started with a referral invite list and one T-shirt• Headquartered in San Francisco with a small team in New York• Head of Product and Design: Rebekka Bay
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• Vertical fashtech company
• Underbuy on inventory - never go on sale
• Competitive pricing
• Highly transparent & socially responsible
• Carefully edited products
• Engaging campaigns
The Unique Business Model
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Target Audience
• Like affordable and comfortable basics and with high quality
• Appreciate luxury but don’t want a brand plastered on their clothes
• Men & Women• Age 25- 45• Upper Middle Class• Urban, educated, conscious
consumers• Online shoppers
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“When people buy Everlane, they feel smart. They know who they are and what they stand for.”
—Michael Preysman (Founder & CEO of Everlane)
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Product
• Classic basics & essentials
• Monochromatic• Neutral colors • Evergreen looks
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Competitive Advantages• Competitive pricing with premium quality• Ethical in sourcing and manufacturing• Innovative on customer experience
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Promotion• Online & Offline Campaigns • Email• Social Medias• Word-of-mouth• Publicities• Billboards• Prints
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Reasons to Buy
• High quality and timeless pieces
• Affordable luxury
• Ethically produced
• Good customer service
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Opportunities
• Keep up the good customer service and engaging campaigns
• Incorporate customerreviews on the website
• Collaborate with independent designers
• Design menswear pieces with functional details
• Recommend small local cafes and restaurants ontheir App
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Questions / Comments?
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Thank you!
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• http://www.wsj.com/articles/SB10001424127887323977304579001150660068542
• http://fashionista.com/2013/11/everlane-ayr-zady-cuyana-maison-standards
• http://tmagazine.blogs.nytimes.com/2012/06/27/site-to-be-seen-everlane-com/
• http://www.forbes.com/sites/gregpetro/2015/11/06/everlanes-radical-honesty-2/
• http://www.racked.com/2015/10/8/9442455/everlane-expansion
• http://www.thefader.com/2015/02/16/everlane-is-dressing-a-new-professional-class
• http://techcrunch.com/2015/07/30/fashion-startup-everlane-arrives-on-mobile-with-an-app-catering-to-its-biggest-fans/
• http://www.techinsider.io/everlane-shopping-on-facebook-messenger-2015-11
• http://www.wsj.com/articles/fashion-brands-message-for-fall-shoppers-buy-less-spend-more-1409786240
• http://blog.lyris.com/an-interesting-email-from-everlane/
• http://www.techinsider.io/everlane-shopping-on-facebook-messenger-2015-11
Reference