How Does The American Clothing Business Interpret Its Uniqueness?

According to the world clothing and shoe net, Thanksgiving Day is very sacred in the United States, and the next day, Thanksgiving Day is called "Black Friday", which is more wonderful. All the physical shops on the same day and Friday

There will be a frenzy of discounts, and some stores will start selling at four a.m.

Quote from the American Teacher:

"The discount of merchandise on that day is really super crazy and unparalleled low!" (The price will be extremely ridiculous low!)

In this shopping carnival, regardless of businesses or consumers, there is a clothing business, the first two years of Thanksgiving Day directly pull down the iron gate, do not do business, opened last year but profits all donated.

Insisting on no discount, there are also loyal fans, with a total annual revenue of 36 million US dollars. This is known as the next J.Crew.

Brand's clothing electricity supplier, is called Everlane.

The founder of Everlane Jesse Farmer and Michael Preysman believe that the traditional clothing brands are making money because they lower the cost, but consumers have no idea what their stuff comes from, the quality, the cost and the pricing.

Consumers get the quality of clothes that are disproportionate to the price, and the factory workers who are responsible for the production do not get the benefits, or even many clothes.

The foundry is a sweatshop.

So Everlane created a brand new business model and quickly owned a large number of loyal fans.

Since 2012, Everlane has registered 350 thousand users, with an average sales volume of over 10000 items per month.

The most pparent brand image tells you the cost of each garment.

Everlane's brand vision is "Radical Transparency".

Generally speaking, the price of a general clothing brand is about four to five times the net cost, and consumers will never know the cost of clothing.

However, on the official website of Everlane, every item of clothing clearly tells you how much the raw materials, hardware, labor, taxes and pportation cost are, and then each dress is priced at two times the fixed cost (100%markups).

Everlane's products are completely designed by themselves. They are looking for representative factories to strictly control the production quality of the foundries.

Moreover, they will visit the factory on a regular basis to ensure that the production process is in line with the regulations and environmental regulations, and ensure that the factory provides a reasonable salary and benefits to the employees.

In their official website, they clearly listed the factories that are currently working with them, where they are located and what they are responsible for.

They even elaborate on the origin of their collaboration with each plant, sources of raw materials and what kind of people the factory owners are.

The traditional clothing brand does not tell you, Everlane is clear to you all.

These factories are real, because the T-shirt factories in Hangzhou are their OEM subcontractors, who have been working together for ten years and are well known in the industry.

Slow fashion VS fast fashion: he is strong by him, and the wind is blowing the hills.

Another unique feature of Everlane is that their designs are very slow.

Unlike the fast fashion of ZARA and other brands, Everlane does not take the big change of season design, and does not take the strategy of "new products on the shelves" at any time. Their first commodity is only a plain T-shirt, and only a few new products are launched every year.

Like Taijiquan, Everlane cleverly avoids the competition with fast fashion, but almost all Everlane products go to high quality and classic basic funds. Their goal is to design products that will not return to fashion for 10 years.

Controlling the number of items also allows them to purchase more raw materials, reduce costs and price.

Because of this slow fashion, the Everlane team can brew for a long time in design, and have the opportunity to do trial work in a small batch, looking for consumers to try it on, making sure that it is appropriate before launching the market.

According to Everlane investor Nick Brown, this approach allows the design team to think carefully about every aspect, including product positioning, consumer demand, and potential consumer feedback in the future.

In other words, through slow and comprehensive design, every Everlane product has its own story, which is a classic.

No discount, but the key to creating three times Revenue: raising $thirty thousand to improve the lives of factory workers in Hangzhou! As mentioned earlier, even on black Friday, Everlane never discounts.

Since its inception in 2011 and the black Friday of 2013, Everlane will shut down its official website, leaving only one page:

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"Buy less and buy better. As a businessman, we are grateful for holiday spending.

But we think the excessive consumption of black Friday is focused on quantity rather than quality.

Because we want to create fewer, better, more durable goods to help people consume less, so we decided to close the website for one day.

I wish you a happy holiday. Let's see you tomorrow.

The logic of "I'm selling things, but I hope you buy a little bit" seem unthinkable, but it also seems that people who buy this product "taste unique" are not the people who follow the trend of eating melon.

However, in 2014, Everlane even made another subversion strategy. They did not offer any discount, but posted a notice like this:

"Black Friday subsidy plan a year ago we opened a website to share the story of our cooperation factory.

Next Friday, we want to further promote the black Friday subsidy scheme.

We expect to raise thirty thousand US dollars, which will be used to improve the life of workers in Hangzhou silk factory.

You can learn more about this factory and know the people who bring our Everlane products to us.

"

The focus of this plan is to improve the welfare and leisure environment of factory employees by making profits on that day.

They built a basketball court and planted many trees to improve the quality of the factory environment.

Everlane originally set a target of only $thirty thousand, but finally raised nearly three times the amount, 11 US $3000!

Everlane said that he really built the basketball court, which was confirmed by the factory.

This practice has been appreciated by most of the peers in the industry. After the quality of women's clothing, director Li Li, who is responsible for purchasing the stalls net, recalled that this incident was not only strange, but at the same time many consumers had thumbs up on Everlane.

Why even if there is no discount, it can still win the consumer's support on the same day when other brands are killed on the same day? Everlane's strategy has created a very good reason for buying:

"I bought Everlane to show that I didn't follow suit, and I actually helped other people on the planet!"

This allows consumers' self-awareness to add moral and social responsibility to the original image of elegance and refinement.

In addition, the cost of Everlane pparency and relatively cheap products will certainly be supported by the market.

Brand = character + quality + taste, accept people's hearts with style and morality.

On the whole, like selling clothes and doing business, Everlane's unique success lies in the use of disruptive innovative business models and the trust of consumers.

So in a retail discount war, it has built up a group of loyal fans.

Everlane can be regarded as "accepting people's hearts with style and morality". It has done the following five things:

A classic, strict design and high quality route

The cost is pparent and reasonable in pricing.

Strictly abide by high moral standards in all aspects.

Emotional connection between consumers and production factories: consumers not only buy goods, but also buy feelings.

All actions and strategies have created the image of "my brand style is unique and distinctive", and consumers will also put such an image on themselves.

For us, what does Everlane tell us? I think the innovation definition of anything is originally "using new models to solve the existing problems". Everlane has just verified this definition, and has perfectly deduced the brand = character + quality + taste formula.

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