Everlane Is Playing A New Game, Choosing Its Own Price.

As we mentioned before, parity fashion brand Everlane, with its "double eleven day" and "cool sex" style, is booming.

But as a user first,

It is not enough for the idealists to take the lead in bringing the pparent price forward. Everlane has recently played a new height in this "pparency".

Everlane recently launched a new way of selling.

Brand making

I choose three different sets of commodity prices, they are lower than the retail price, and each price option will explain the amount and meaning of the price.

For example, if you choose to buy a pair of Nubuck's frosted leather shoes, you will face three prices: $81, $97 and $126.

Among them, 81 US dollars can only contain the cost value of production, and the payment of US $97 means that you are sharing some of the expenses of the Everlane team. But if you choose to pay 126 US dollars, you can not only share all the above costs, but also provide an opportunity for Everlane growth.

Although Everlane insisted on online sales at the beginning of its 2011 launch and launched only the simple design of the basic fund, its turnover has reached 12 million US dollars in 2013. Besides that, it has unexpectedly won a $9 million venture capital.

In 2014, Everlane's gross profit even increased from $8 million 100 thousand to $18 million.

Revenue rose from $12 million in 2013 to $36 million.

In order to make the design of the brand more humane, in August this year, Everlane hired the creative director of Gap Rebekka Bay clothing product design.

Despite earning a lot, Everlane is committed to the three core values of brand pparency, community spirit and education. This year, black Friday's profits were all donated to factory workers, and in 2012 and 2013, this kind of concern was conveyed by closing the website.

Bangladesh, 2013

Everlane collapsed and donated $ten thousand to the donor trust fund.

Although this pioneering sales model is a bit against the original intention of Everlane, and this concept also brings a strange question: if you choose the lowest price, do you basically support slave labor? If you choose the highest price, is it very stupid? This is a question to be verified.

At the same time, Everlane will not set a discount for the price in order to achieve its low price style. On the contrary, it will never offer a discount. However, when facing the backlog of inventory, Everlane is not allowed to try to shift the impact of backlog in some way.