Everlane is an American online clothing retailer based out of San Francisco.
Everlane is an American online clothing retailer based out of San Francisco. The founding mission of the brand is to provide transparent pricing so the consumers know exactly how much their items cost to produce and how much markup is included in the final price. This transparent pricing was revolutionary in the fashion industry.
It was founded in 2010 as a direct-to-consumer menswear online retailer. Everlane has always focused its ethos on sustainability and ethical fashion. As a company, they have made different environmental pledges that include the stopping of using virgin plastics, garments made from recycled plastic bottles, and creating fabrics and raw materials from entirely recycled components.
Everlane is an innovator in the ethical supply chain sector, and we have uncovered their key marketing takeaways. Here are four innovations that they have utilized in their strategy throughout their years in business.
Transparency Is Key
Since Everlane was founded, transparency has always been one of its core principles. Transparency throughout its supply chain and work with third-party auditors have meant that they were able to achieve an ethical supply chain. The third-party auditors evaluated fair wages, labor conditions, working hours, and an overall safe working environment.
The goal of Everlane was never to become a fast-fashion label; ethical and sustainable fashion is, in fact, the opposite of this. Throughout their supply chain, the importance of long-term working relationships is important. By focusing on honesty, shared values, and continued improvements, they have been able to align their business with suppliers that also perform to this high standard.
Everlane has signed the Transparency Pledge, which is a new industry standard that holds both supply chains and companies accountable. Anyone can learn about the factories' details and about their auditing standards.
Everlane has also chosen to always educate their audience about why they should invest in a piece of sustainable fashion rather than just marketing the new piece of clothing. This unique approach to selling has built consumers' trust in the brand. During their jeans launch, they purposefully revealed the factories that manufactured the products and spoke about their environmental efforts during production.
This is a clever marketing strategy because it both educates and informs the target audience about the new product launch. This means that consumers feel good about their purchases due to Everlane's strong commitment to sustainability.
Commitments To Stand By
Making commitments is an important goal for sustainable businesses; however, making commitments that the organization can actually stand by is even more critical. Everlane has made commitments about their carbon targets, reduction of waste, virgin plastic reduction, and to only use sustainable materials.
Everlane is transparent and details its approach to achieving its commitments. They provide updates on their progress which assists consumers in knowing that they are serious about their environmental goals. For example, they set themselves the goal of stopping the use of virgin plastics in their supply chain by 2021. As of April 2021, they released information stating that they had removed 90% of all possible virgin plastic from their supply chain. The only remaining virgin plastics are related to innovations that do not currently exist.
To tackle this ongoing issue for the entire industry, Everlane has created a challenge for innovators to apply to receive $100,000 in funding to support their ideas to reduce plastic in the fashion industry supply chain.
The goal is to help Everlane reduce the final 10% of virgin plastic from their network. Everlane is open and honest in their marketing and communications strategy about the progress of their goal. Organizations can learn from Everlane's commitments and openness to discuss what goals they have achieved and where there is still the need for improvements.
Everlane has always focused its ethos on sustainability and ethical fashion.
Marketing Done Right
As Everlane was one of the leaders in the sustainable fashion sector and has since become a mainstream ethical brand and is considered a pioneer in this space. They are well known for showing a diverse range of models, showcasing photos and locations of the factories that they work with, and showcasing the production cost and markup of their items.
Simply by looking at their website, you can see the mention of science-based reduction targets that are in line with the Paris Agreement. Everlane also describes the specific steps that it will take to achieve these goals. A portion of Black Friday profits has been donated to environmental charities every year. The denim factory uses alternative energy, repurposes its byproducts, and recycles 98% of its water.
The company also invented The Forever Sneaker, which is fully recyclable and can be sent back to Everlane for recycling. These are just a handful of sustainable initiatives that Everlane has marketed through their brand channels. By being vocal and communicating their initiatives, their audience was able to stay informed and learn about how the brand was evolving for the sake of the climate.
Everlane is built on a policy of radical transparency. This is composed of three pillars which include: Know Your Factories, Know Your Cost, and Always Ask Why. In reality, these pillars are implemented with standards of integrity and a focus on worker safety, wages, health, and sustainably sourced materials. All of this information is easily available on the Everlane website.
Transparent markups are not common in the fashion industry. Every item in the collections is supported with detailed information about how much the materials cost, the labor, hardware, duties, and transportation. A true cost is known, and then a markup is added by Everlane themselves. This information was previously always a trade secret, and revealing this data sent shockwaves through the industry when it was first announced. This is why the company has been able to secure funding and a following of ethical fashion lovers.
Everlane has always done business differently, and through radical policies such as transparent pricing, this brand has built a dedicated audience of followers. Building a passionate audience is difficult; however, Everlane has succeeded due to its transparency and authenticity.
Transparency in your supply chain is both ethically correct and a fantastic marketing tool. By effectively showcasing your ethical supply chain, you build trust with your audience.
Everlane not only makes commitments but stands by them. By being honest and truthful about their shortcomings, they are building trust with their audience. Everlane communicates their progress and asks for help when necessary.
Everlane tried something unique with their transparent markups, and it was a successful marketing technique. Be bold; try something new and unique it might just be your most advantageous asset.