By

Huijun June Li

Brand Audit

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

• 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

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

“When people buy Everlane, they feel smart. They know who they are and what they stand for.”

—Michael Preysman (Founder & CEO of Everlane)

Product

• Classic basics & essentials

• Monochromatic• Neutral colors • Evergreen looks

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

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

Reasons to Buy

• High quality and timeless pieces

• Affordable luxury

• Ethically produced

• Good customer service

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

Questions / Comments?

Thank you!

• 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