With annual sales exceeding $200 million, niche brand Everlane becomes a cross-border dark horse

Everlane's annual sales exceed $230 million

As a fast fashion brand founded in 2011, Everlane has been developing rapidly. Since its establishment, it has mainly sold products through online channels. In the past ten years, it has defeated similar brands such as Uniqlo and ZARA, and its performance has become more and more impressive. As of last year, its annual sales have exceeded US$230 million, and its brand market valuation is close to US$2 billion.

Everlane is a bit like MUJI, with a minimalist style, and mainly sells clothing, shoes, bags and other products. As a DTC brand, it has the biggest advantage of this era, mainly online sales, rooted in the Internet, closer to consumers, and better understands consumers, as if it is a winner-takes-all Internet brand.

With the thriving growth of innovative ideas, Chinese brands are also experiencing explosive growth overseas. Everlane, as an American fast fashion brand, promotes a variety of clothing with luxurious fabrics but simple styles, giving people a feeling of being a niche brand but not lacking in high-end quality.

What’s the magic of Everlane?

The success of Everlane is inseparable from its marketing strategy centered around users. Many people say that Everlane suddenly became popular, but in fact, it was gradually recognized by people and finally became popular. It mainly targets young urban customers and provides consumers with high-quality, low-priced fast fashion clothing.

However, Everlane did not follow the fast fashion route of Uniqlo and Zara. It successfully captured a large number of users with its small number of products, slow speed and low prices. Not only Taylor Swift and other celebrities love it, but even the British princess is also a fan of it.

Everlane has transparent pricing . On its product details page, you can see its product description, the factory address and link of the product, and even the production process of the product, which details the clothing size, fabric, various costs and retailer profits of the product. It is really clearly marked and better than Muji.

In addition, Everlane has launched the Transparent Tuesday event, which is specifically designed to interact with consumers and address various issues consumers have about the brand or clothing, and will record and resolve them in a targeted manner.

Unlike general marketing methods that rely on celebrity endorsements and clothing advertisements, Everlane specifically uses social platforms and email promotions to promote and market to its own users. In the photo display of its products, Everlane is also very considerate, using models of different skin colors, different body shapes and different scenes to meet the needs of different consumers.

It has to be said that Everlane’s approach is worth learning for all sellers. Only by focusing on users based on their products and choosing appropriate and considerate marketing methods can sellers achieve real sales boom.

USA

Everlane

Fast Fashion