1.
By
Huijun June Li
Brand Audit

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.
• 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.
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.
“When people buy Everlane, they feel smart. They know who
they are and what they stand for.”
—Michael Preysman (Founder & CEO of Everlane)

6.
Product
• Classic basics & essentials
• Monochromatic
• Neutral colors
• Evergreen looks

7.
Competitive Advantages
• Competitive pricing with premium quality
• Ethical in sourcing and manufacturing
• Innovative on customer experience

8.
Promotion
• Online & Offline Campaigns
• Email
• Social Medias
• Word-of-mouth
• Publicities
• Billboards
• Prints

9.
Reasons to Buy
• High quality and timeless pieces
• Affordable luxury
• Ethically produced
• Good customer service

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.
Questions
/ Comments?

12.
Thank you!

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