Are you an entrepreneurial-spirited person who wants to make the world a better place? Are you looking for a place to go and buy great quality and well-fitted designer basics? Well look no further, as of 1st of December, it looks like Everlane will be shipping to the UK.
In case you haven’t heard of Everlane yet, they sell high-quality, minimalist clothing at a fraction of the price of traditional retailers. They have managed to do this by cutting out the middleman and relying on their e-commerce website to sell and generate interest in their products.
Their selling point? ‘Radical Transparency‘ was the founding principal for Everlane. They tell customers the exact cost breakdown of their clothing – accounting for materials, labor, duties, transport and company mark-up. They also show us beautifully produced photos and videos of the factories where the product is made.
When Michael Preysman founded Everlane he was 25 years old, equipped with a dual degree in computer science and economics, some experience in venture capitalism and a deep passion for design, branding and storytelling. He recognised the inefficiencies of fashion’s traditional retail system, which suffers from the high overhead costs of operating physical stores. On top of this there are additional mark-ups applied by distributors like department stores and boutiques and sale prices built into the cost structure which results in products often being marked up by eight times what they cost to make.
As well as being transparent about pricing, Everlane have taken a more efficient approach to releasing products. Everlane’s product releases are item-based instead of being collection-based. They release each of their garments one item at a time, keeping the focus on design and quality, a contrast to the traditional retailers who produce collections around seasons. Aiming for a longer shelf life over seasonality means Everlane avoid the inefficient sale cycles present in traditional retail collections. This is a much more logical approach to product release as the typical consumer does not restock their wardrobe seasonally, but sources out a coat, jumper, blouse as they need it.
As a self-professed ‘fixer’, Preysman saw a problem and wanted to fix it. Instead of taking inspiration from other fashion brands, Preysman took inspiration from Apple and Pixar to build a company that has been disrupting the fashion world since 2011. Everlane launched with one product, a high-quality t-shirt with a minimalist aesthetic which sold for $15 rather than the $50 traditional retail price. Today, Everlane has expanded its range from basic tees to include a wider range of products from knitwear to silk shirts, cashmere sweaters to handbags, and shoes.
In terms of online presence, Preysman has stated that Everlane have two key focal points when it comes to investment. 1. Product Design, creating the best products. 2. Engineering Technology, creating a great online experience for their customers.
If you have an interest in digital marketing and social media, there is a lot to learn from Everlane as a customer centric brand. They curate beautiful photography on a well-designed website. Their emails are crafted with a lot of attention to detail – in one of Everlane’s Snapchat stories we are even invited to join the team while they have a collaborative meeting to discuss their next email campaign. Instagram and Snapchat are the most successful social platforms according to Preysman with their main focus being on community engagement as opposed to driving sales.
With Everlane’s competitive pricing and strong viewpoint, it is unsurprising that the company is growing organically at such a rapid pace.