American Electricity Supplier Everlane Never Discount Is So Willful.

Simple design, neutral tailoring, high quality fabric, powerful supply chain, low price and quality assurance are all familiar with this? It's not UNIQLO but Everlane.

The electricity supplier, which was born in 2011, has been speeding up in the US market, and its revenue has increased by 3 times in 2014.

When UNIQLO did not develop so fast in the US market, Everlane, like the upgraded version of e-commerce, has long found new space.

Everlane, founder and CEO Michael Preysman, is just 30 years old. He resigned from a private company in New York in 2011 and started her own business.

At that time, the impact of e-commerce on the traditional retail industry was very large, but no company could subvert the more high-end clothing brand. Preysman has been thinking about how to achieve online high-end shopping.

Finally, he thought of letting consumers know the story behind each product, so Everlane was set up.

In 2012, Everlane registered 350 thousand users.

According to the data provided by PrivCo, the gross profit of Everlane in 2014 jumped from $8 million 100 thousand to $18 million, and revenue was three times that of the previous period, rising from $12 million in 2013 to $36 million.

At present, Everlane has offices in New York, San Francisco and Losangeles. Now the company has entered the stage of growth.

In August of this year, Everlane successfully invited the former Gap creative director Rebekka Bay to lead Everlane's product design team.

When Everlane was formally established in 2011, it introduced a simple cotton T-shirt.

Now open the official website of Everlane, you can see nearly 200 products, each of which can sell thousands of T-shirts every month.

The brand can be successful because it has found a simple intermediate market, whether it is basic tee, sweater or coat and coat, it is designed with minimalist design style, neutral tailoring, high quality fabric and pure color matching. It is different from the practice of fast fashion, which ensures quality and is more popular than the price of luxury luxury goods, and has been recognized by consumers in product performance.

Everlane's product positioning is very clear: to get rid of middlemen, to provide people with low price and high quality clothing.

The cost of an ordinary T-shirt costs only 7.5 dollars, but it costs US $50~60 to put it in a boutique.

The founder, Michael Preysman, found that the retail profits of clothing and luxury goods could be as high as 8 times its production cost, so he aimed at such a price difference. He said: "we want to reduce the selling cost of traditional retail as much as possible, and the same clothes sell for only 15 dollars on the Internet."

Because the middle cost is cut off, Everlane can provide goods with lower prices than traditional retailers.

Everlane completed all the product design and contacted the factory directly, which was the main reason for the $245 cashmere sweater to be priced down to $128.

Everlane tried every means to reduce the price.

In order to reduce costs, they did not set up counters in shopping malls, no physical stores, and bypassed the links with retailers.

Moreover, Everlane's advertising expenditure accounts for only 5% of the company's total expenditure. They do not use traditional advertising or marketing methods, but expand their fans through word of mouth.

According to Preysman, "most brands are priced artificially, and these figures are virtual."

And we are very strict in inventory management, so we never discount.

No matter when consumers come, they can buy goods at the most realistic price. "

When a consumer can be convinced that the goods he purchases will not be sold at a discount in the future, it also promotes his buying behavior.

Preysman said, "the demand of modern consumers is what they want" information ".

We believe that by cultivating consumers and providing them with enough pparency information, we can create a brand -- the same is true for the manufacture of certain products.

In order to educate the market and tell consumers their brand advantages, Everlane provides detailed information on every product on the official website.

Preysman said: "retailers often do not provide much information about goods, which is very confusing to consumers.

Because you don't know where the clothes come from and how much the cost is.

When you are told the price of a commodity, you can't figure out why it is priced.

So this is what we need to do, and we can really change the way retailers operate through inspiration.

From the production of products to the cascade of retail systems and to the hands of consumers, Everlane has omitted a big step in the middle and presented the entire supply chain to consumers, so that they know where clothing is produced and how the cost is, and the money they spend is not worth it.

On the label of Everlane commodity,

We can not only see where the goods are produced, but also know the cost structure clearly.

For example, the label on a white shirt will show that $10.77 is spent on cotton, thread and buttons. The tailoring cost US $1.22, 8.35 US dollars for sewing, 4.61 dollars for logistics and pportation, and the final cost is US $24.95.

The retail price of such a shirt on Everlane is $55, while the price of the same product is up to 110 dollars.

Everlane also described the dress information in great detail.

On the website, its production cost is listed one by one: the cloth cost of 22.17 dollars, the labor cost of 12.39 dollars, and the tax of 2.99 dollars.

Such a $more than 30 dress will sell for $190 in other retail stores, while Everlane will cost only $98.

On its website, there are various flow charts and fascinating product stories related to the production process, and the factory information is also detailed in the website, including factory and worker photos.

Such a high pparency will benefit Everlane, because consumers will find that the equipment of Everlane production clothing products is exactly the same as those used by luxury brands, and will trigger a large-scale discussion and play a promotional role.

By insisting on online online sales, Everlane put its high quality and low price products on the page lightly, with the highest pparency and good popularity from mouth to mouth.

According to Preysman, the product concept of Everlane is that it is not out of date for 10 years: "our products strive for the sense of eternity in design. These clothes will look fashionable at the moment, but they will ensure that you will not wear out in the next 10 years."

This is a very elusive matter, and the aesthetic standards are constantly changing.

If you want classics, you must be very careful in quality.

They will not sell wholesale products in season, but they will be launched one by one. They will only launch a few new products on the website every year.

This approach has given Everlane's design team enough time to ferment an idea and test the samples on different consumers before they will be put on the market in large quantities.

There is a story behind every new product. It takes time and effort.

Designers want to think about every detail before the product goes online, consider the product positioning, whether consumers need it, and whether they will respond to the product.

The design team will invest a lot of time and cost to study these problems clearly.

The design of Everlane is very attractive, and it does not make people tired of being too popular.

They are trying to achieve a simple basic fund.

This simplistic style is the reason why users prefer it. It also reflects the tastes of many consumers today. Consumers like the minimalist style and the convenience they choose to offer. After registration, they can choose from a limited number of T-shirts and trousers.

Unlike fast fashion, it always provides overloaded goods.