• 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
• 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
• Like affordable and comfortable
basics and with high quality
• Appreciate luxury but don’t want
a brand plastered on their
• Men & Women
• Age 25- 45
• Upper Middle Class
• Urban, educated, conscious
• Online shoppers
“When people buy Everlane, they feel smart. They know who
they are and what they stand for.”
—Michael Preysman (Founder & CEO of Everlane)
• Competitive pricing with premium quality
• Ethical in sourcing and manufacturing
• Innovative on customer experience
• Online & Offline Campaigns
• Social Medias
Reasons to Buy
• High quality and timeless pieces
• Affordable luxury
• Ethically produced
• Good customer service
• Keep up the good customer
service and engaging
• Incorporate customer
reviews on the website
• Collaborate with
• Design menswear pieces
with functional details
• Recommend small local
cafes and restaurants on
Core Marketing Concept Unique business model built on price transparency Trust in fair pricing: product sold at a markup of 220% Go on field trip to factories and share their findings via photos and videos with consumersto educate customers around the real costs and origins of the products
Go on field trip to factories and share their findings via photos and videos with consumers
infographics of breakdowns of all the costs that went into production of the item Everlane promises to be transparent in every aspect of their business, and to deliver high-quality products at affordable prices by skipping unnecessary middlemen.
Aesthetics: Everlane clothes suggest affluence as much as they do modesty. They enable you to "pass" within the corporate world while at the same time signaling a certain countercultural rebelliousness to those who are "with it" enough to pick up on their idiosyncrasies.
Careful editing brings only the most relevant products to its customers, prevent choice overload Underbuy on inventory, never go on sale One hour shipping FB Messenger, weather and shopping dual app
Viral sharing: Facebook & emailHeavy on social platforms: track engagementAccording to Preysman, most of their customer acquisition comes from word of mouth and their active social media presence.
Generates buzz and customer engagement for the brand
In March 2014, Everlane hosted their first Transparent City Tour, where they invited a few fashion icons on Instagram to visit their tee factory and dye house in LA
A new initiative called the Black Friday Fund—put all profits from the day into a fund designated for improving the lives of employees at our factories.
In making their first pants, the folks at Everlane spent more than a year designing and refining their designs and fit. But perhaps what ignited the epic waiting list was when Everlane invited some of their customers to try on their prototypes. These lucky individuals not only got a chance to try on the pants before anyone else, but their opinions and feedback were also taken into account for the final release! (Exclusivity) they were showcasing the pants on different body types & sizes
Romance the customers with warm packaging and notes Personalize the shopping experience Encourages them to share photos of their stuff on social media
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