UNIQLO's Competitors Are Coming To China. Never Discount, Do You Enjoy It?

Where is Everlane sacred?

Recently, the US internet light luxury brand Everlane, which already owns 3 offline stores, has officially entered the Chinese market and will open its flagship store in Tmall international in August 26th.

Its Tmall store has accumulated nearly 15000 fans, will sell men and women wear and other products, as well as this year's latest environmental footwear series Tread by Everlane. At the same time, the brand also opened WeChat official public number and official micro-blog, and entered the Chinese market in an all-round way.

From a T-shirt to a valuation of $2 billion

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Everlane was founded in San Francisco, USA in 2011. It started with a simple T-shirt, and now it extends to men's wear, women's wear, bags, shoes and so on.

As the US internet lightweight luxury brand, jeans and T-shirts are two important categories of Everlane, and have always been the main category of high quality, environmental protection and simple style. More insisting that brands only cooperate with factories focusing on quality, advocating environmental protection and humanizing spirit.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

In just a few years, Everlane has achieved explosive growth and has become the most interesting and innovative enterprise in the industry.

At first, a T-shirt earned $1 million 100 thousand in Angel round investment, and its sales amounted to only $12 million in only 2 years. In 2015, it had more than $50 million in 2015, and exceeded $100 million in 2016. In the same year, it received 17 million dollars in D financing. The valuation is now close to $2 billion.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Everlane has been targeting the millennial generation of the city as a target group, allowing designers to fully understand consumers' ideas and consumption habits, and design products based on feedback and data. Therefore, the launch of new products is different from traditional fashion season releases, and different marketing strategies will be developed according to users' needs.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

In March 2018, Everlane also launched the first men's and women's underwear series, including bra, underwear, underwear and so on. This series keeps Everlane's consistent simplicity.

No trend, no discount, no price transparency.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Since its inception, whether it is production or marketing mode, Everlane has not played the cards according to its routine. The reasons why TA can maintain its vitality are four points:

1, do not pursue the trend, sell basic funds.

The similarity with UNIQLO and MUJI is that Everlane is also based on the product concept of "10 years not outdated", which mainly focuses on classic basic models and pays attention to quality. Even T-shirts that were created at the beginning of the brand can still be bought.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

2, never discount, new slow.

Compared with fast fashion brands like ZARA and other new brands, Everlane has no more than 100 new models every year. It does not pursue the trend at all, and runs counter to fast fashion.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

And never discount! They did not take part in the seasonal price reduction, but also protected the value of the brand on the day of the "black Friday" outage website.

3, the pricing process is highly transparent - the core strategy.

The core business strategy of Everlane is "price transparency". In the official website, we can see that there are 3 prices for a commodity: the lowest price (commodity cost plus freight), the middle price (commodity cost plus freight + operation cost), the highest price (goods cost + freight + team operation expense + company development fund). Customers can freely choose a price to pay for them. This activity is called "Choose What You Pay".

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Such a transparent price can not only enhance consumer loyalty to the brand, but also further enhance the brand image of "quality price ratio". Everlane a minimum T-shirt is 156 yuan, and a pair of jeans costs about 600 yuan.

4, through social networking and Internet marketing.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

In order to promote the new product, Everlane rented a room in a high grade hotel in New York, San Francisco and Losangeles, where consumers can make an appointment online, and then try shoes on the spot.

Everlane also launched the Everlane Now service, allowing consumers in New York and San Francisco to receive products within one hour after placing orders online.

New York flag store sells only salable goods and new products.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Up to now, Everlane has 3 entity stores in the United States, which are located in New York, San Francisco and Losangeles. The Losangeles store was opened in August. It is reported that in September this year, the brand will also open its 4 store in Broolyn.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Once threatened to never open the Everlane of the entity store, finally opened the first flagship store in 2017. And every time before opening a shop in the new city, they will first open showroom or Flash shop to test the water to attract local consumers.

In 2016, Everlane opened a showroom in the San Francisco headquarters office, called Fit Studio, to let customers experience and buy new products.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China. The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

In December 2017, Everlane opened its first flagship store in Prince Street, New York. The store covers an area of more than 180 square meters. The space design is mainly white and pink, with green plants, wood, granite and other elements. It is in line with the brand's concise style and soft color style. There are three rest areas in the shop for community activities, dialogue forums, etc.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

So, what is the characteristic of this store?

* only displays new products, best sellers and special products designed for New York stores.

* innovatively put forward the concept of "experiential shop", placing orders in physical stores and taking online processes.

* customers can make reservations for personal shape design of stores, and can also be returned directly.

* cooperate with local brands in New York to launch various activities, such as yoga classes, meditation classes, public lectures, etc.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Besides, jeans are the only products that can not be purchased at the store in New York. Customers can only try them on, and then choose to place orders online. Jeans are of many styles, and the size is much larger than that of other products.

In addition, Everlane has launched a new series of environmental footwear series Tread by Everlane in April this year. It also opened a one month flash shop in LA.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

The opponent of UNIQLO is here! A clothing brand that never sells discounts and only sells basic funds has entered China.

Following the pace of Allbirds and other brands, Everlane joined the track of the $20 billion leisure sports shoes. After two years of development and design, the first Tread Tread sneakers were priced at $98, and there are 7 colors to choose from.

- conclusion -

Although Everlane is contrary to many rules in fast fashion industry, TA still gains rapid success. The way of success is similar to UNIQLO to a certain extent.

The source of income of the two brands comes from the basic funds. Simplicity, comfort and parity become the daily choices of consumers. At the same time, TA also voluntarily announced the list and information of the supply chain, thereby enhancing brand transparency and gaining more trust from consumers. Compared with the scale of more than 2000 stores in UNIQLO, Everlane's online channel is just beginning.

In addition to Everlane, there are many overseas clothing brands have entered the Chinese market, the flagship store on the open line, or directly into the open shop offline stores.

In April 2019, the US innovative shoe shoe brand Allbirds entered the Chinese market and opened its first store in Shanghai.

H&M's high-end brand &Other Stories also announced that it will open Tmall's official flagship store in August 29th this year, and has harvested 16500 fans.

Of course, not all foreign brands can be smooth sailing to China, such as the British fast fashion brand Topshop and New Look, and the American fast fashion brand Forever21 has withdrawn from the Chinese market.

How should foreign brands read local classics?

Can Everlane harvest the hearts of Chinese consumers like UNIQLO? Will the product concept adapt to the mainstream consumption trend in China? Will China open offline stores in the future? Do you value this brand?