Everlane'S "Anti Routine" Moves In Front Of Many Fashion Scandals.

Some time ago, H&M was exploded and burned up, and Gap and other fast fashion were also exposed by the scandals of women workers and squeezing workers in the factory.

In order to win money quickly, at the cost of damaging the environment and squeezing the workers, it is also known as the high street brand in the world. It really makes people angry.

However, there is such a brand, in front of these scandals is a clean stream!

Their factory workers have good welfare and good factory environment.

It's unthinkable that it always does not play by the way. It likes to label every cost of the clothes on the label, and even tells consumers how much they earn for each piece of clothing.

Be relative to

The new 10000+ comes out every year, and it launches less than 100 new products every year, but it never discounts 365 days a year, but also sells goods out of stock.

It is

Clothing brand

!

In 2011, the clothing brand, born in San Francisco, USA, has made great achievements along the way.

In just 2 years, sales amounted to US $12 million. In 2015, the annual sales volume exceeded US $50 million. In 2016, our sales volume exceeded 100 million yuan successfully. It was established for a short period of 5 years with 250 million valuation.

How did the fashion brand with only 200 new brands in 3 years use the high performance price ratio in the competitive fashion apparel industry to break through the tight encirclement?

Everlane founder Michael Preysman, originally a private company, is a very experienced science worker.

No concept at all.

However, such a "outsider" brand created is popular among all star bloggers in the absence of physical stores, no shows and almost no advertisements.

For example, the basic fund of his family.

It often appears in bloggers' street pads.

The model world is also fond of it. Supermodel GiGi likes to wear its cashmere products very much.

Stars like Natalie Portman and Taylor are fans of his family.

Go to actor star, go to the blogger's model, Everlane is rain and dew, fans everywhere.

In just 5 years, the valuation is over 250 million.

What is the reason for that?

The rapid development of the boundary? It is inseparable from its unique "anti routine" tricks.

"Anti routine" tricks 1:

Insisting on no discount to arouse consumers' desire to buy

Everlane wonderful trick: never discount!

As we all know, every holiday season or season change, many clothing brands will use discount to improve sales and reduce their inventory, but Everlane goes the opposite way and insists on no discount.

The reason why Everlane did this is: first, because of the openness and pparency in cost and price, Everlane is absolutely loyal to consumers in price. Second: in order to enable customers to buy goods at affordable prices at any time.

In inventory management, Everlane also has no negligence. Administrators also manage well, and there is no unmarketable condition.

Try to think, if you look at a clothes that will not be discounted, you should buy it immediately, instead of waiting for the shop to buy it again when it is discounted. Therefore, Everlane insists on no discount, instead, it promotes the desire of consumers to buy.

"Anti routine" trick two:

Fashion brands are not fashionable. They only make classic models.

As a fashion brand, Everlane's clothes are not fashionable at all.

Simple and smooth lines, classic style, and "cool sex" are known as "let you wear them in the next 10 years."

Perhaps the founder of the financial origins of the reason, the typical physical man's aesthetic, refusing all the flashy.

His own style of wearing is very simple, almost every day in the same clothes, pure color T - shirts, coats, jeans, sports shoes.

Lifestyle is also simple, no room or car. The most expensive item in life is the twin bed he slept with his wife.

It's not hard to see why Everlane's clothes are all basic design.

For example, a short sleeved T-shirt, in addition to pure color is classic stripes, and improve optimization is only in the color and stripe thickness.

If the stripes are found to sell well, they will improve their necklines and lengths and introduce new ones.

It is precisely because the price is directly open and pparent, so Everlane has the full confidence of "never discount".

In addition to luxury goods these days, few brands are so courageous and never discounted.

After all, buying a piece of clothing soon found that the price cut was really tiring, which would leave a bad impression on the brand.

I suddenly remembered that my mother bought a down coat at 599 of UNIQLO flower, and then looked at 299 every other week to buy it. It was so angry that she vomit blood.

Apart from the classic simplicity, Everlane will never be much new.

And Zara and other fast fashion once launched a new launch of hundreds of different, it will only be launched one by one, in the past 3 years, the new quantity has not Zara new quantity.

Other brands come out in series every year, but Everlane sells everything in the four seasons. Even if you want to buy a short sleeved T-shirt in winter, you can buy it at any time in the official website.

In fact, it is also good to do so, just like the famous jam experiment.

The researchers placed 24 kinds of jam and 6 kinds of jam on the two stalls.

Finally, it found that the purchase rate of only 6 flavors is 6 times higher than that of the previous one.

Everlane is well aware of this fact. It is not always possible to pick up a favorite item in a pile of clothes.

From a limited number of T-shirt pants, the purchase rate is still quite high.

Of course, its routines can be more than that.

On the new market, unlike other brands that season out the new brand, Everlane does not have the seasons, the new speed is extremely slow, and sometimes it comes up one by one.

In this way, instead of giving the Everlane design team more time to observe and think about the design of the new product, then put the designed samples on different customers and try them on, combined with the opinions of different consumers, and then decide the new products to stay.

In this era of fashionable fashion, Everlane is calm and eager to do every little detail and win slowly.

"Anti routine" three

In the profiteering industry, he even disclosed the cost price.

Everlane's strategy on price is also a clean flow! Everyone else is quietly raising the price. They are anxious to earn more money for you, but it sells at a cost price!!

For example, a white short sleeve is priced at US $15 on the official website of Everlane.

Later, it will be marked: $1.77 for clothing materials, $0.44 for production equipment, $2.4 for labor, $0.74 for tax, $0.25 for pportation costs, and 6 dollars for real cost.

First tell you the cost price of clothes, then tell you how much money you sell, and finally how much money you should sell to other stores.

If I were a colleague, I would hate it.

However, as a consumer, this behavior really makes me change my mind.

"Anti routine" trick four:

Fast fashion has a sweatshop, but it pays attention to factory quality.

People who often buy fast fashion know that many high street brands are fashionable in style design, but the quality is not flattering.

This is not a problem with Everlane.

As mentioned at the beginning, Everlane is very strict in choosing factories.

In order to find a "sustainable" production standard factory to produce their own jeans, they did not hesitate to spend a lot of time and manpower in the new time, and finally found factories that met their standards in Vietnam.

It is said that the water recovery rate of this factory is very high. The unique operation system makes the filtered water in the production process be directly consumed.

And those who directly discharge the sewage for the sake of interest and pollute the environment also lead to workers' carcinogenic "Jian".

In addition to strict requirements for the factory, Everlane is really super caring for the workers!

In order to improve the environment of the garment factories and the welfare of the workers, they also set up a foundation. Every year, black Friday's income will be donated to the foundation.

The information of every manufacturer in the world will be released on the official website. If you buy clothes on the official website, you can also see the factory environment of this garment production and the work video of the workers in the workshop.

Look at this environment, this smile, I know how happy the workers are working there, and naturally the clothes they produce are almost everywhere.

"Anti routine" trick five:

Colleagues are crazy about opening up shop, but it threatens not to open shop.

Perhaps it is because the founder of financial origin, so the brand is also very cool, from the initial stage has been declared that "even if the company closes and closes, it will never open a physical store!"

2011 coincides with the emergence of a new trend of e-commerce shopping. Retail is still dominated by offline stores.

But he did not expect himself to face his own face after years.

After all, buying clothes on line can't be tried on, it's not appropriate to buy it, and it needs to be replaced again.

Therefore, more and more users are strongly demanding that a physical store can let them try it on at any time and get the most suitable code.

Even if it is not suitable, you can return it to the store immediately, so you don't have to wait for the express delivery.

Finally, at the end of last year, Everlane opened its first physical store in New York.

On the first day of business, the store was crowded, and I did not know that the shop was promoting the year.

There are no gorgeous windows, no concave models, no exaggerated decorations, shops and their own clothes, like a very simple wind design.

In the face of fast fashion, Everlane is really a pure flow.

Unlike other brands, Everlane's "anti routine" trick has made it steady in the fashion industry and has won a lot of fans and banknotes.

Perhaps it is the founder who has no experience in the fashion circle. Instead, he dares to break the original rules and get out of his own way.

"Anti routine" trick six:

Fulfill social responsibility and tell a good brand story with temperature.

There is a good saying: a successful company needs a brand, and a brand needs to tell stories.

Everlane is a storytelling brand.

Remember the collapse of the garment factory building in Savoy District, Bangladesh in 2013, when the incident hit the world. The number of people killed was over 1000, and 2500 of them were seriously injured.

The incident, which attracted the attention of Everlane founder Preysman, later turned the factory into a role in the Everlane brand story.

Not only that, Everlane will publish the information of the manufacturer on the official website, so that the business can be pparent. In this way, consumers can not only check their production plants corresponding to the products sold by Everlane on the official website, but also see the real photos and videos of the working environment.

Therefore, every factory that works with Everlane must undergo strict examination and verification.

Because of that accident, Everlane also set up a black Friday fund for the factory. The so-called black Friday's fund is to donate all the business day to the factory without discount, so as to improve the working environment and improve employee benefits.

In 2017, Everlane's black Friday donated 150 thousand of the day's profits to Vietnam's factory and staff, so that more than 4000 working meals could be improved.

A story brand always brings vitality, let alone a brand story with feelings and temperature, so that users have to feel good about Everlane and respect their great image.

If you don't follow the crowd, you can do well, too!