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Everlane - Brand Audit
Everlane - Brand Audit
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Everlane

  1. 1. EVERLANE MARIA BUITRAGO
  2. 2. transparency
  3. 3. Target audience •  Primary: Women 21-34 | Urban/Slightly Suburban | Luxury & Quality Seekers | Ethical •  Secondary: Men 21-34 | Urban | Refined Tastes | Ethical
  4. 4. Campaign 1: Acquisition •  Offer no. 1: “Sign up for Everlane.com now to receive exclusive offers, first looks, and curated style collections—free” •  Offer no. 2: “Order now and receive 15% off your entire first purchase + FREE returns”
  5. 5. Campaign 2: Cross-sell •  Offer no. 3: “Purchase the entire look & save 20% + FREE shipping” •  Seasonal •  Targeted Emails to Compiled List
  6. 6. Testing 1.  Offer – Discounts on single items vs. bundles 2.  Creative – Editorial vs. promotional 3.  Media Vehicle – E-mail vs. banner ads 4.  Timing – Peak times (i.e. holidays) vs. non- peak times
  7. 7. E-commerce •  Online basis •  Importance of customer service •  Exchange policy
  8. 8. Measurement & analysis •  Site traffic on website •  Tracking links and offer codes for e-mail •  Sales data: total sales, amount per transaction, units sold, etc. •  Qualitative data via social media, satisfaction survey responses
  9. 9. Questions?

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