• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Such A Fashion Brand Is Not Popular. It Is Strange To See How This Brand Of Clothing Has Quickly Reddled.

    2016/7/17 16:47:00 33

    FashionClothingT-ShirtsElectricity SuppliersCostumesShirtsSweatersTrousersShoes.

    Give the pricing power to the buyer! The most honest clothing brand in history is popular.

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

    Fashion brand

    Everlane, founded in San Francisco, USA, is a clothing brand rooted in the Internet.

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

    The young brand quickly built up its image with a distinctive marketing model. It was quickly recognized by young people in the United States and became one of the hottest Internet fashion 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.

    According to US media Recode, the company currently has an estimated value of over $250 million, with a total financing amount of US $18 million, and is looking for a new round of financing.

    Since its inception, Everlane's revenue situation has also maintained a very good momentum. According to Forbes magazine data, Everlane 2013 to 2014 sales growth rate reached 200%, total revenue in 2015 was $50 million, and this year 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 available on the website. Compared to the brand built at the beginning of the franchise, the Everlane is now more complete.

    Clothes & Accessories

    Categories, including shirts, sweaters, trousers, etc.

    shoes

    Category, bag 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 tax is 7.27 dollars, and the pportation cost is 0.79 dollars, so as to arrive at this piece.

    Cardigan

    The total cost is $54.

    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 "BoF": "I once focused on the cost of products in the traditional retail industry, and found a so-called high-end T-shirt, which costs about $7.5, but it sells for 50 dollars in retail stores. I often understand such pricing, 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.

      

    {page_break}


    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 pictures below.

    fashion

    The interaction between bloggers and some new posters is very consistent with the 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 original price is $60.

    T-shirt

    Everlane offers three prices for $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

    Apart from its characteristics, it even shows the local time and temperature.

    At the bottom of each factory, a "story" was written, and Everlane told stories about how to find these factories, how to build a cooperative experience, and a very literary and artistic photo.

    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.


    • Related reading

    Cotton Imports In India Increased By 71% Over The Same Period Last April.

    Global Perspective
    |
    2016/7/15 12:34:00
    67

    Recently, Domestic Cotton Prices Suddenly Rose In India, Making Textile Mills Feel Shocked.

    Global Perspective
    |
    2016/7/14 20:19:00
    56

    Britain Should Reduce Corporate Tax To 15% Against European Shocks.

    Global Perspective
    |
    2016/7/14 18:10:00
    43

    Levi 'S Parent Company Q2 Profits Increased Substantially

    Global Perspective
    |
    2016/7/13 17:39:00
    41

    Vietnam'S Textile Industry Seems To Be Slow To Attract Foreign Investment.

    Global Perspective
    |
    2016/7/13 17:10:00
    51
    Read the next article

    Can Chinese Independent Designers Go To The Top Of The Fashion Market?

    As for the topic of independent designers, we have talked about it many times. Designer brand has also become a brand of concern and is increasingly being pursued and loved by personalized consumers. However, there is still a long way to go for Chinese independent designers to go out of a commercial way, though some designers have begun independent brands. China's independent designers need to go out of the ivory tower and turn it into a more American model of business operation. Is this a c

    主站蜘蛛池模板: 竹菊影视国产精品| 亚洲酒色1314狠狠做| 久久99精品久久久久久不卡| 久久久精品久久久久三级| 四虎1515hh永久久免费| 欧美一级二级三级视频| 成人无遮挡裸免费视频在线观看| 国产全黄一级毛片| 久久免费看视频| 贵妇的变态yin乱| 日本三区精品三级在线电影| 国产亚av手机在线观看| 中文字幕第五页| 精品熟人妻一区二区三区四区不卡 | 好爽好多水小荡货护士视频| 午夜dy888| fc2免费人成在线视频| 波多野结衣新婚被邻居| 尤物久久99热国产综合| 免费一看一级毛片全播放| 9丨精品国产高清自在线看| 欧美高清video| 国产精品久久久久无码av| 五月综合色婷婷在线观看| 香港台湾日本三级纶理在线视| 无码av中文一区二区三区桃花岛| 又粗又硬又大又爽免费视频播放| www.夜夜操.com| 毛片在线免费观看网站| 国产精品久久久久久影视| 免费无遮挡无码永久视频| 99久久香蕉国产线看观香| 欧美成人午夜视频| 国产小呦泬泬99精品| 中文字幕高清在线| 男女深夜爽爽无遮无挡我怕| 国产色视频一区二区三区QQ号| 亚洲av无码成人网站在线观看| 补课老师让我cao出水| 娇妻校花欲乱往事叶子txt下载| 亚洲精品91在线|