Most brands agree that in order to sell products or services, you need to address your ideal client´s self-interests. It´s just that only a few of them are doing so. The harsh reality is that people don’t care about brands, they are interested in themselves. That´s right.
What I find interesting about Everlane is the way they connect with their customers.
This brand discovered a problem of their audience and then directed all their attention toward fixing it. According to Preysman, the founder, and CEO, their target audience is a modern consumer that is more aware, ethically conscious and skeptical. A well-informed customer that is updated with the issues within the fashion industry, such as labor exploitation, child labor, issues with manufacturing pollution and sustainability.
So, the tension was around these concerns and the lack of transparency that still exists in the fashion industry. I’m sure that each of us paid more than once for a garment, maybe three, four or even ten times more than the cost of the production. Not sure how many of us are aware of this, I was not for a long time.
Coming back to Everlane, they’ve changed this rules, the rules of the majority of fashion brands and created a direct to consumer brand that is committed, as they call it, to ¨radical transparency¨. What does this mean? Let’s have a look at their mission statement:
¨At Everlane, we want the right choice to be as easy as putting on a great T-shirt. That’s why we partner with the best, ethical factories around the world. Source only the finest materials. And share those stories with you—down to the true cost of every product we make. It’s a new way of doing things. We call it Radical Transparency.¨
First, they use the website and social media to offer customers transparent information about the factories where they produce and about the cost of each garment.
One of their commitment is to choose factories that provide good working condition, that’s why as the CEO says, the first step in choosing their factories is to go visit them.
For every product, they attach an infographic about the cost of the materials, labor, taxes, transportation, manufacturing cost and the retail price.
Here how it looks:
Then, they use social media to create content that is meant to deliver their brand promise- radical transparency. Before launching a new product they are presenting the story behind the product. So, the clients can see all the details about who an how their clothes are made. For example one of the stories was about Saitex, a fabric who´s LEED(Leadership in Energy and Environmental Design is the most widely used green building rating system in the world)-certified facility recycles 98% of its water, relies on alternative energy sources, and repurposes byproducts to create premium jeans—minus the waste.
Then there are the tours in their garment factory in LA, where people can find more about how their clothes are made.
These actions are meant to address the client´s self-interests and therefore makes them gain more clients. That’s the right way. Without a doubt their creativity is brilliant.
pics from everlane.com