Five Key Factors Of Clothing Brand'S Success

Clear positioning

Everlane's product positioning is very clear: to get rid of middlemen, to provide people with low price and high quality.

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The cost of an ordinary T-shirt costs only 7.5 dollars, but it costs US $50-60 to put it in a boutique.

Founders found

The retail profit can be as high as 8 times its production cost, so he aims at such a price difference. He said: "we want to reduce as much as possible.

The selling cost of the same clothes is only $15 on the Internet. "

Never discount

Because the middle cost is cut off, the company can provide the goods with the ratio.

Lower price.

The company completes all its own product design and directly contacts with the foundries, which is the main reason why the $245 cashmere sweater can lower the price to 128 US dollars.

In order to reduce costs, they did not set up counters in shopping malls, no physical shops, and bypassed.

The links of cooperation.

Its inventory management is very strict and never discount.

No matter when consumers come, they can buy goods at the most realistic price.

Not obsolete

It is understood that the product concept of Everlane is that 10 years are not outdated: our products strive for the sense of eternity in design.

It will look fashionable at the moment, but it will also ensure that you will not wear out in the next 10 years.

It will not sell new products wholesale in season, but will be launched one by one. They will only launch a few new products on the website every year.

This approach gives the design team plenty of time to think slowly.

High pparency

In order to inform consumers of their brand advantages, every product on the official website of the company provides all relevant information in detail.

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Often do not provide much information about goods, which is very confusing to consumers.

Because you don't know.

Where does it come from and how much is the cost?

When you are told the price of a commodity, you can't figure out why it is priced.

So this is what we need to do, really changing through an inspiration.

The way of operation. "

The company founder said.

Mail marketing

Everlane brand has a group of loyal consumers - the survey shows that 30% consumers have become repeat buyers, which once again reflects the public recognition of this way of sales.

Instead of advertising, they send intimate letters to consumers. You can read the concerns of the starting people in the mail.

The direct effect is that in the first half of this year, their brand launched their trousers for the first time on the website. At present, more than 10000 1 people have bought the order.