In order to remain competitive in today’s retail landscape, it is important for brands to communicate differentiated values that will increase engagement.
Everlane’s business model is built on transparency throughout its value chain. With the eco-conscious consumers in mind, the brand’s commitment extends beyond sharing its ecological footprint and clothing suppliers to reveal the true costs behind all products.
Its vision of radical transparency proved to be compelling that it brought in USD50 million in revenue after 5 years and sought a valuation of more than USD250 million. The brand continues to resonate with the consumers at an emotional level in the current climate, and more so as they seek greater value in purchases.
Offering the Right Product at the Right Time
A challenging feat in time of crisis, Everlane not only achieved strong sell-out performance, but its full price sell-out rose steadily since February. Its July performance saw a significant increase of 109% compared to the previous month.
One of its bestsellers, the popular “The Air” t-shirt range, raked in a whopping 86% full price sell-out, which was well above the subcategory average at 55%. The highly versatile t-shirt was well-liked for its lightweight cotton material and relaxed silhouette.