The Most Honest Clothing Brand In History Has Been Popular, Giving The Pricing Power To Buyers.

Everlane, founded in San Francisco, is rooted in the Internet.

Brand.

As a start-up company founded in 2011, price pparency is the first purpose followed by Everlane.

This young man

With a distinctive marketing model, it quickly established its image and was soon known by young people in the United States as a hot Internet.

One of the brands.

The huge gap between the cost and the price of clothes in traditional industries made prisman see the opportunity.

The operating costs of offline stores are too high, and the distributors of department stores also need to profit from it. This means that a most basic T-shirt has been stacked by layers of profits to reach consumers, and the price has exceeded 8 times or even more than its cost.

Price Man thinks, compared with the age when fashion brand was just born, today's shopping environment and ideas have undergone tremendous changes.

As a result, Everlane locked the development strategy in the electricity supplier, directly facing consumers, and compressed the traditional retail circulation.

A $50 T-shirt, Everlane sells for only $15. With the help of the Internet, prisman has made this happen.

It is reported that the company currently has an estimated value of over $250 million, with a total financing amount of US $18 million, and intends to seek a new round of financing.

Since its inception, Everlane's revenue has also maintained a very good momentum. According to the magazine data, the sales growth rate of Everlane 2013 to 2014 is as high as 200%, and total revenue in 2015 is US $50 million, and this year it is expected to double again to one hundred million.

Starting from the Internet, there are not only a few clothing brands, but what exactly did Everlane take to win the dark horse?

1, let everything become "pparent".

Go to Everlane's website first.

It is easy to see that Everlane is a simple style, and the whole picture is composed of black and white and khaki tones.

Both men's and women's wear are sold on the website. Compared to the brand built at the beginning of the year, the high-quality T-shirts were sold. Everlane now has more complete clothing categories, including shirts, sweaters, trousers, footwear, bags and accessories.

Pick a piece of clothing and click on it. In addition to having a regular model upper body, there is a gray "pparent price" annotation map.

There is no garish decoration on this picture, only a few clear elements.

For example, the woolen cardigan on the top of the picture is listed as follows: the cloth is 26.42 dollars, the hardware accessories are 2.48 dollars, the labor cost is 16.54 dollars, the duty fee is 7.27 dollars, the pportation cost is 0.79 dollars, so the total cost of the sweater is 54 US dollars.

At the same time, two prices are shown below, which cost about $270 in traditional retail stores, while Everlane costs only $110.

The idea of price pparency comes from Everlane's founder and CEO Preysman (Michael Preysman).

He thinks customers have the right to know what the cost of manufacturing is.

Price Man said in an American fashion magazine: "once I was concerned about the cost of products in the traditional retail industry, I found a so-called high-end T-shirt, which costs about $7.5, but it costs US $50 in retail stores! I understand this price very much, because the operation mode of the entire retail industry determines the disparity between the cost price and the final price."

To help consumers better understand Everlane's brand philosophy and the logic behind pricing, the idea of marking "pparent prices" on each garment becomes clearer.

Price Man said, "for example, we introduce a T-shirt to our customers, others sell US $50, and we only sell 15 dollars.

But the question is, how do we explain to the customer how the $15 price came from? How do we get them to understand that this is a high-quality T-shirt, rather than a poor quality garment with a cost of only $3? Therefore, there is nothing to hide, but to directly indicate the true cost of the garment.

Based on such considerations, the practice of marking "pparent price" arises at the historic moment.

Prisman added: "like Apple or other department stores, they will never tell you the cost of the product, just tell you how much money you need to pay.

But from our point of view, consumers now have enough reason to think that businesses need to make money, so why not tell them directly?

Price pparency is by no means the only magic weapon for Everlane. Its unique marketing strategy has also earned its eyeballs.

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2, do not release new products quarterly.

Everlane never releases new products on a quarterly basis. Even in such a hot summer of July and August, when almost all brands are promoting their new summer products, you can still buy woolen cardigan and coats at Everlane.

And unlike all the fast fashion brands that produce hundreds of new products a week, Everlane launches only one new product at a time.

"We need to focus on one product and make it the best."

Price Man said, "our brand is not big enough. Instead of expanding to 20 categories, we should focus our efforts on one product and increase the quantity of our products."

3, do not advertise

Ads that never see Everlane in TV and magazines account for only 5% of the total expenditure of the company.

Instead of expanding fans through traditional advertising methods, Pressman focused on the promotion of social media and promoted the spread of word-of-mouth with its many to many pmission patterns.

Instagram is one of the main exposure channels for Everlane. Entering its Instagram interface, we can see that the official account has nearly 250 thousand fans.

There are some interaction with fashion bloggers under some pictures, and some new posters. The overall tonality is very consistent with Everlane's simple brand positioning.

Pressman thinks that social media like Instagram is like a "department store", where people can come into contact with brands that they may never have heard of.

Pressman said: "at first, there might be only 5 fans, but they also have friends on this social platform, so 10 people found this brand slowly, and then expanded to 20, 40, 80.

So spread to a wider range. "

Everlane attaches great importance to interaction with fans and greatly improves the stickiness of buyers.

4. How much do you choose to pay

How much money a buyer chooses to pay? This is a fresh and incredible idea.

Yes, that's exactly what Everlane did.

Everlane is not like other brands that have discount sales promotion activities. Instead, there is a choose what you pay on the website.

To put it simply, Everlane is through such a way of "disguised discount" to solve some excessive inventory.

For example, the T-shirt with an original price of 60 dollars, Everlane offers three prices of $42, $48 and $54.

Pressman believes that in order to provide a discount for consumption, at the same time, with a frank attitude, some loyal fans may support the growth of the brand at a slightly higher price than the general discount price.

Even though consumers still choose the lowest price to buy, this marketing method also helps Everlane convey the brand idea and brand image.

5, pparency runs through all the time.

Besides the two categories of men's wear and women's wear, there is a column showing seventeen cooperative factories all over the world, including Hangzhou's silk factory, Dongguan's cashmere factory, San Francisco's belt factory, Brescia shoe factory and so on.

Each factory has a very detailed introduction, in addition to the establishment time of the factory, the number of employees, fabric characteristics, and even shows the local time and temperature.

Under each factory, there is a "story". How Everlane can find these factories and how to establish cooperation experience is like story telling, and it also matches the factory pictures of the most literary and artistic works.

It's not just to make the price pparent, even the most original factories, fabrics, and the factories that you buy. Exactly what Everlane buys is to make consumers pparent.