How Does "Frigid" EVERLANE Reverse The Market?

If you have noticed, perhaps when you open the official website of EVERLANE, you will be surprised to find that this is more like a website selling art works instead of clothes.

Do you feel very comfortable and surprised at the various websites with strong colors and information explosion?

This low-key brand and design style can be roughly classified as the currently hot Normcore (Normal+Hardcore), that is, simple neutrality.

The tone is black and white.

At the same time, you will find it even more surprising that its clothes are hardly modified.

However, such a simple neutral "

"Costumes, however, sparked users' crazy rush to buy."

In 2011, EVERLANE won the first product after $1 million 100 thousand, and even a simple cotton T-shirt attracted 60000 people in five days to participate in the pre-sale.

And now, after four years, EVERLANE a month.

They can sell thousands of pieces.

At the same time, its shoes can sell nearly 30000 pairs in one year.

The reason why many consumers are so enthusiastic is to design simple atmosphere.

Beyond nature, there is a more important reason, price.

Today, the development of the electricity supplier mode has been very mature. Is this "small and beautiful" development path the ultimate goal of EVERLANE? And after the pformation to the "big and all" development mode, will the EVERLANE of the e-commerce outlet lose its hot advantage due to the impact of the traditional mode and the environment of the retail industry?

In the future, we don't know. We only expect consumers to tell us what kind of future we will have for "EVERLANE eleven".

EVERLANE found in the clothing retail business unreasonable pricing situation, in order to achieve the price of "completely pparent", through the direct docking of manufacturers, the median retailers earn the difference, and on the website of each clothing material, labor costs, pport costs are completely open, compared to the same kind of clothing, EVERLANE's clothing has the quality of the big card, but directly to the "double eleven" discount after the intensity of the price.