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Everlane - Brand Audit

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Everlane - Brand Audit

  1. 1. By Huijun June Li Brand Audit
  2. 2. 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
  3. 3. • 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
  4. 4. 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
  5. 5. “When people buy Everlane, they feel smart. They know who they are and what they stand for.” —Michael Preysman (Founder & CEO of Everlane)
  6. 6. Product • Classic basics & essentials • Monochromatic • Neutral colors • Evergreen looks
  7. 7. Competitive Advantages • Competitive pricing with premium quality • Ethical in sourcing and manufacturing • Innovative on customer experience
  8. 8. Promotion • Online & Offline Campaigns • Email • Social Medias • Word-of-mouth • Publicities • Billboards • Prints
  9. 9. Reasons to Buy • High quality and timeless pieces • Affordable luxury • Ethically produced • Good customer service
  10. 10. Opportunities • Keep up the good customer service and engaging campaigns • Incorporate customer reviews on the website • Collaborate with independent designers • Design menswear pieces with functional details • Recommend small local cafes and restaurants on their App
  11. 11. Questions / Comments?
  12. 12. Thank you!
  13. 13. • 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

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