The Enemies Of UNIQLO Dare To Open Commercial Secrets, Are They Honest Or Routine?

Maybe you do not know, in order to promote environmental protection, buy Starbucks coffee with a cup can be reduced by 4 yuan; Sprite gave up the 58 years of the logo green bottle and choose more recyclable transparent bottle; in the small program of each cup of tea, let you choose to use "plastic straw" or more environmentally-friendly "paper straw", McDonald's more than once launched "environmental pad" to appeal to you to support environmental protection.
When the society entered the fourth consumption era, more and more brands joined the green force. The concept of consumer consumption no longer pursues individualism, instead of the praise of simple and rational consumption and the universal social sharing and environmental awareness.
Fashion is also a unique trick. H&M is doing the old clothes recycling program. Zara also promises to no longer use the fibers made from the endangered forest in 2023, and will only produce clothing in 2025 by using sustainable cloth.
Similarly, the fashion brand Everlane of the United States is a more sway sword: to design clothes that consumers will not be out of fashion for ten years, so as to reduce the waste of resources.
It looks like a good idea, but in ten years, it also means that consumers are buying low-frequency, which is not conducive to brand development. What is the logic of Everlane's commercial logic?
　 Premium version of UNIQLO, American version Muji?
"Simple design, strong collocation, advocating simplicity, essential single product..." When you hear these words, you may first think of UNIQLO and Muji, but they are also suitable for Everlane brand.
This is why Everlane is called the advanced version of UNIQLO and the American version of Muji, and others say that the brand is making clothes with apple thinking.
The best way to achieve every single product is to keep up with the "10 years without going out", which means that longer polishing will surely restrict the brand new speed.
And when Forever 21 declares bankruptcy, Zara frequently closes, and H&M's business profit margin falls down. The fast fashion industry that once surged forward quickly braked at a time when positioning the "slow classic" Everlane, not only on the new aperiodic, but on one new item at a time, this slow to the alarming rhythm of the Buddha became a completely different scene.
"Everlane was founded in 2011, and sales amounted to US $12 million in only 2 years, doubled in 2014, and over US $50 million in 2015, and exceeded US $100 million in 2016. The valuation is now close to US $2 billion. "-- LADYMAX.cn
Fast Company, a famous international business media, conducts annual evaluation and screening of thousands of enterprises in the world in terms of innovation and industry influence, and finally draws the list of "the most innovative enterprises in the world".
This list has always been regarded as a high gold content and is regarded as the annual commercial value and investment vane. In 2018, Everlane ranked fortieth in this list, so its strength can not be underestimated.
In fact, Everlane is sold almost exclusively through its official website, and it is determined not to sell physical clothing stores, which is not favored by the industry in the early days.
Because of the need to reduce costs, Everlane has always been a self reliant archway known as "never open a physical store". The founder even said that "when the shop opened that day the company went bankrupt."
Until last year, the oath was finally broken, and Everlane opened its first flagship store in San Francisco. The brand has hit the face, but the fans are happy to see it.
Because in the absence of stores, consumers want to try on their shoes. Everlane can only rent a room in the hotel on an irregular basis, telling consumers to make an appointment to try it on. If you like it, you can't take it away immediately, you need to go home to open the computer and buy it through the official website.
It is such a "rigid" approach, but it has attracted a large number of fans, and has accumulated 880 thousand fans on Instagram, which is stronger than many bloggers.
Everlane, which is hardly discounted or advertised, can impress consumers, and it has nothing to do with its honest and sincere marketing methods.
Play transparent marketing, create Everlane upright person
The public is no stranger to the issue of "selling basic funds". UNIQLO is doing this kind of thing.
However, unlike the unidirectional Everlane, which is popular and popular, IP always gives people a high sense of "no fight, no rush, good time".
Carefully comparing the prices of UNIQLO and Everlane will also find that the price of Everlane is generally a lot more expensive.
The secret of Everlane's lap is its "transparent marketing" strategy.
1, open "business secrets": transparent pricing, factory transparency
There will always be a picture of a product detail page open to Everlane's official website or Tmall store.
Each single item of Everlane will mark the cost structure to explain why the dress is sold at this price. Honestly and honestly, I tell you how much money each step takes from a production to a presentation, and clearly points out the difference between "traditional retail price" and "Everlane sale price".
Not only that, Everlane will also publish every factory information it chooses on the official website.
As a matter of fact, in the competitive apparel retailing industry, brands will invariably confidentially supply the supply chain, so it is not easy to disclose these "business secrets" and prevent the emergence of counterfeit piracy. But Everlane has opened up a lot.
Consumers can not only see which factory the production of each single item is, but also know why the brand chooses the factory, the history and scale of the plant, the staff activity and so on. Moreover, Everlane promised never to choose sweatshops for squeezing labor and employing child labor.
2, the sale of products under the name of "answering questions" and the fans' sales in the name of "discount".
At the point of "transparency", Everlane can say that the user psychology is very thorough. For example, launching "transparent Tuesday" marketing activities.
As the name implies, every Tuesday the brand side will answer the questions raised by consumers online, and will record the opinions in detail, feedback and summarize internally, and then optimize the products and services. A pair of trousers can sell more than 12000 orders on the same day after "transparent Tuesday" activities.
In addition, clothing brands will be more or less stocking. So witty Everlane came up with a season end clearance campaign called Choose Your Own Price. Divide the price into three grades and let you choose your own.
Lowest price: goods cost + freight.
Intermediate price: commodity cost + freight + operation expenses
3. The highest price: commodity cost + freight + operation expenses + Development Fund.
"A shirt with an original price of 78 dollars, Everlane offers three prices of $46, $55 and $71. 46 dollars includes production and transportation costs. If you choose the price of 55 yuan, the web page will show that this price can make us earn 9 dollars, and we can also spare money for the team. The explanation of $71 is even more brutal: choosing this price can help us grow better "-- curiosity daily.
In other words, "if you like our brand, please donate money to support our development." Is it not like a crowd raising campaign in the name of a discount?
And this scenario of setting up different prices to sell goods is not uncommon in our lives.
For example, when buying books, especially classic books, there will always be ordinary and hardcover versions. The main contents are the same, but publishers will always convince you to add accessories to hardcover, hard book covers, bookmarks, small gifts and so on, and pay for them at a higher price.
But we seldom encounter such a situation like Everlane. Obviously, it is the same commodity, but it needs to be sold at three different prices. It also tells consumers directly to "support the brand with practical actions", and clearly lets you donate money to them. As a result, 10% of the customers did not choose the lowest price for the first time.
In the increasingly smart era of consumers, under the psychological hint of "not afraid of expensive, afraid of loss", the Everlane's sincere practice of not winding is good. And with this almost paranoid and downright transparency marketing, it has won the trust of consumers and formed brand loyalty.
To sum up, which marketing tips of Everlane can be used for reference?
1, the underlying logic of transparent marketing: eliminating consumer concerns.
When you visit IKEA, you always see this scene: a drawer cabinet is equipped with a "brain free" machine and a digital counter. This machine only does one thing, that is, fatigue tests for drawers, and constantly opening, closing, opening and closing the drawers. In this way, you will immediately believe that this drawer can be used normally even after twenty or thirty or hundreds of thousands of opening and closing.
Health products brand Tang Jian Jian started in 2012, "Transparent Factory", so that visitors can see from close to distance from 23 countries nutrition raw materials through high standard processing production, and ultimately packaging for each link of the finished product. The factory has also been awarded the national 4A level industrial tourist attraction, receiving nearly 70 thousand visitors a year.
Air conditioning brand AUX released a "white paper on cost" as early as 2002. It lists 1.5 major components of the retail price of the 1880 air-conditioned air-conditioners (the cost of production is 1378 yuan, the selling cost is 370 yuan, the business profit is 80 yuan, and the manufacturer's profit is 52 yuan). Although it has been criticized by peers, it has forced the air-conditioning industry to cut its overall price by 30%, and sales volume has skyrocketed.
Everlane, IKEA, AUX and AUX are all doing transparent marketing. No matter from the price or from the quality, they are undoubtedly establishing consumer trust and eliminating consumers' misgivings.
Brands should pay more attention to products and more attention to people. If a product is not sold well, it may not be that the product is not functioning well, but it is likely that the consumer is doubtful, leading to the failure to complete the purchase.
For example, a sale of sex products is not good, the problem is not necessarily in the product, but may be consumers worry that when they take delivery, when neighbors or colleagues, or even express little brother to see what they have bought, so the initiative to tell consumers will be confidential delivery, hidden product information, in fact, is to dispel doubts for customers.
A coat, consumers will worry that they bought it before they found it worthwhile or worried that they had become an accomplice in sweatshops. So Everlane made the price transparent and factory transparent, telling you honestly why "sell the price" and "how much money this garment earned". The public supply chain information let consumers know and promise not to cooperate with factories with moral problems.
Finding the customer's doubts and destroying it will hit the pain spot.
2, the law of comparison, from the competitors to find breakthroughs.
Everlane can become the most innovative enterprise in the world, not without titles. Its business model is in sharp contrast to its competitors.
When the opponent swept the market on the new 2 fashion speed of 1 months, Everlane is still sticking to the slow fashion attitude of "ten years not outdated".
When competitors sell a pair of jeans to 300 pieces, Eeverlane says we sell only 200 pieces of the same quality.
When the opponent chooses the sweatshop and the child laborer's sweatshop, Everlane voluntarily promises to the society that he will never "unite with others".
These differences make up a part of Everlane's brand value moat, making it a clean stream in the clothing industry.
Everyone likes honest people, and consumers do the same with brands. Everlane is also through its transparent marketing strategy, successfully created a "honest, honest" person in the face of consumers, constantly absorbing more people to become brand followers.