EVERLANE

creative brief

TABLE OF CONTENTS

6 Overview of Retailer
7 Market Analysis
and Target Demographic
9 Porters 5 Forces
10 Key Objectives
12

Technology and
Implementation

14 Operational Plan
16 Pop-Up Shop
18 Assortment Plan
20 SWOT Analysis
24 Perceptual Map

EVERLANE

25 Placement, Distribution,
and Promotion
28 Business Issues
30 Deliverables
32 Promotional Plan
38 Budget
43 Appendix

Executive Summary

In many ways, Everlane is a brand that reflects

todays modern customer, in its fascination with
e-commerce and social media tactics, as well as its
emphasis on socially conscious goods. Every new
step in the brands evolution is carefully executed
to communicate a level of innovation and brand
integrity, with a fresh look at both old and new retail
practices. Today, Everlane faces its marketplace
with a truly unique, and profitable, perspective.
However, todays shopper wants more than an easy
online experience. The modern customer requires
seamless integration of all channels, while seeking
a modern approach to even the most traditional
retail venue.
Everlane must adapt and grow, in order to continue
to be at the forefront of tomorrows retail innovators.
As is the case with most pure-play e-commerce
brands, Everlane currently suffers from lower
brand awareness. By combining their innovative
approach to retailing and marketing, alongside a
new adoption of technology, Everlane can create a
seamless approach to shopping, providing all levels
of service and product required by their customers.

EVERLANE

Mission

Radical Transparency
Know your factories,
know your costs and
always ask why.

Overview of Retailer
Michael Preysman a 25-year-old venture capitalist,
founded the company Everlane, in 2010 in San
Francisco; as a response to an industry that was lacking
in retail innovation and transparency (Everlane). After
learning about the excessive markups that are taken
on most designer clothing, he founded a business
based on the idea that, given accurate pricing
information, consumers were too smart to choose
a garment that is priced ten times what it costs to
make. In the midst of a market where he thought so
much improvement could be made, a transparent
company was born (Shontell). Everlane promises
to deliver consumers with items at a markup of just
double what it costs to produce. While staying on
trend, Everlane allows consumers a full look into what
they are purchasing, including factory information
and pictures, and the pricing breakdown and markup
amount, all compared to a typical retail breakdown.

The founder of Everlane, Michael Preysman is also

the CEO. The company currently employs less
than 50 people in San Francisco and NYC (Shoot).
Most are young Millennial, uncoincidentally the
same demographic as Everlanes target customer,
who have worked at companies like Google and
Yelp (Everlane). Everlane has a strong social media
presence and boasts that it sells out of almost every
product it produces (Shontell) The revenue for 2013
was $12 million dollars (Shoot). Within five years,
Everlane has grown from producing one T-shirt to
all clothing categories for both men and women,
including accessories such as bags, belts, and shoes
(Everlane). From 2013 to 2014, Sales grew 200%
(Ransom). WWD has reported that the revenue will
hit $30 million dollars in 2015, and the company will
most likely turn a profit this year, on its fifth year of
business (Britt).

Market Analysis

It is estimated that online shoppers in

the United States will spend $327 billion
in 2016, an increase of 45% from $226
billion in 2012 (Rueter). Online apparel
and accessories sales represent nearly
$68 billion of this projected number
(Emarketer).
Furthermore, in 2016,
ecommerce will account for 9% of
total retail sales, up from 7% in 2012,
as reported by Forrester Research Inc
(Rueter).

By
using
touchscreen
enabled
installations in high traffic shopping
locations in-store, Whole Foods is
engaging with its customers in their
new flagship in Alpharetta. These
installations are intended to both
streamline the shopper experience and
educate the shoppers about the farmers
who provide the products and the new
initiatives Whole Foods has in place
to provide sustainably and responsibly
grown products. This technology was
developed by Second Story, a division
of SapientNitro.

The installation, placed in the stores

cafe, gives the user a glimpse into the
lives of the local suppliers and farms
to educate the consumer about where
their products come from. Each window
features a different local supplier, and
the user can select a supplier to see
more about them. At the same time,
the screen also displays a live Instagram
feed fed by customers using certain
Whole Foods hashtags. In this way, the
user is able to see each product from
start, where it is grown, to finish, where
it is cooked by a Whole Foods customer.
The Everlane customer can be described
as modern, independent, and socially
savvy, always interested in engaging in
new ways with the brands they choose
to buy from. This customer is, above
all, conscious, of both the world around
them and the clothing they choose to
buy.

Both men and women customers are

between 25 and 44. They are college
educated, with secure employment in
professional sectors, earning an average
of $50,000-$55,000 per year. This
demographic includes mostly singles,
leaving a large percentage of earnings
as discretionary income, as well as some
married and young families. They live in
urban spaces and larger cities, giving
them access to many different retail
experiences (PRIZM Segment).
This consumer wants high-quality
items and are willing to go through
non-traditional marketing measures
to find these items. They are much
more receptive to digital marketing
techniques than traditional marketing,
and they value chances to interact with
a brand and share content. Because
Millennials are naturally questioning
and skeptical, they are also drawn to
brands that are transparent and direct
with product information (InSites
Consulting).

Porters 5 Forces

Bargaining Power of Suppliers

Technology solutions compete with
each other
Highly
saturated
marketplace
supplying this technology
Technology is not new, but the
marketplace is fragmented with no
clear market leader
Suppliers have relatively low
bargaining power

low

Threat of New Entry

Incorporating technology into a
physical store and maintaining the
space contribute to high costs in the
marketplace
Training employees and customers to
use the technology requires specialist
knowledge
There is high capital required to
incorporated the technology

Competitive Rivalry
The competition between fashion
retailers that utilize the technology is
high
Low customer loyalty
Becoming more innovative can
capture the attention of already
brand-loyal customers

Threat of Substitutes
Fashion industry is not a market
leader in utilizing technology
Many non fashion retailers are utilizing
this technology
However fashion offers a unique
perspective
on
technology
experiences

low

Bargaining Power of Customers

The fashion industry is oversaturatedcustomers always have their choice
of where to shop
Retailers have temporary power in the
marketplace when they successfully
integrate the digital technology
deliverables to the customers
Medium bargaining power

medium
medium

Overall, the Porters analysis reveals that this marketplace represents a LOW-MEDIUM risk environment.
Appendix 3.1
9

Key Objectives

This initiative aims to incorporate

both technology and new social
media and marketing campaigns
seamlessly into the Everlane popup shop experience. It will serve to
increase brand awareness and expand
Everlanes marketing presence, as
well as introduce new strategies of
advertising while utilizing existing
platforms that appeal to the target
demographic. Through short-term
and long-term focus, this initiative will
increase sales and awareness of both
the temporary pop-up shop in New
York City, as well as the online store.

By utilizing in-house screens and

technology platforms, Everlane will
be able to bring their signature online
experience to life in-stores. The
screens will help to inform the central
Everlane story, that of a garments
journey through a transparent supply
chain. Screens will allow you to get
to know this journey first-hand and
choose which information to uncover.
By experiencing the digital screen
and the tangible garment together
simultaneously, Everlane will be able
to offer an augmented experience,
unique to its store and to this event. The
screens will also serve a dual purpose
as a social media marketing platform
to help customers in-store and online
connect, share, and interact, with the
brand and each other. Real-time media
streams, combined with curated brand
content, will bring the Everlane brand
to life, in a new and exciting way, that
will both excite loyal customers and
engage new customers.

10

In addition to in-house technology, Everlane will combine

a guerilla marketing campaign and unique social media
strategies to market both the pop-up shop in particular
and the brand as a whole. Rather than continuing to rely on
word-of-mouth and brand-exclusive social media content,
this new campaign will engage with the city hosting the popup shop, drawing new crowds and new brand interest. It
will also encourage customers to download the Everlane app,
which will then communicate with them via push notifications.
This will allow Everlane to truly connect with its customers at
convenient time and in the most effective ways.
Everlanes Millennial customer is an omnichannel shopper,
who is just as comfortable purchasing in a physical store as
they are purchasing online (Whiteside). Therefore, combining
these two experiences, the digital and the physical, with the
added social media and sharing feature, which Millennials
have proven to respond to, seems the next step for a brand
steeped in retail innovation (Whiteside).
Long-term, this initiative will serve as a structure for future
pop-up shops to create brand continuity and sustained
success in future temporary or brick-and-mortar ventures. All
of these strategies combined will create a seamless approach
to Everlanes retailing structure, while attracting the attention
of both existing and new customers. This structure will further
portray the core values of the brand and ultimately make
the brand come to life in a unique and meaningful way.
11

Technology
There are two main technologies driving
Everlanes new initiative, one for the instore experience and one to connect to
the advertising and marketing campaign
around the planned pop-up shop.
The in-store initiative will utilize an
interactive LCD screen that will engage
customers and introduce them to the
brand through video, still, and social
media content. The original technology
was displayed in a Whole Foods
flagship store in Alpharetta, GA, and
was fueled by SecondStory, a division of
SapientNitro, that focuses on responsive
environments, story-driven experiences,
experimentation,
and
innovation
(SecondStory). These screens provide
digital photo and video collateral that
users can activate and choose via touch
screen capability. Screens also link to
the brands social media accounts and
stream live Instagram photos, found using
designated brand hashtags, in-store for
customers to view.

Everlanes social media content in-store.

Screens will link to the Everlane hashtag
#RadicalTransparency to post pictures
uploaded by Everlane followers around
the world, as well as feature photos and
videos that serve as brand introductions
and storytelling. Outdoor screens will
serve to grab attention from interested
passerby and attract them to come
inside the store. Indoor screens will draw
customers in and introduce them to brand
content.
Planar digital signage will support up to
ten different touch points, allowing variety
of interactivity on the screen. A protective
glass seal will prevent scratching and dust
buildup on the screens throughout their
use in the pop-up shop (Planar).

Meanwhile, Tint will provide instant

updates to a continuous social media feed,
supported by up to twelve different social
accounts, which include hashtags. Tint will
allow Everlane employees to curate the
Everlane will be utilizing Planars screen social media published, both before and
technology to accomplish the interactive after publishing, as well as immediately
digital experience, while Tint will provide filter out posts that feature banned words
the technology to curate and display
(Tint).
12

Implementation

The marketing initiative will utilize

Bluetooth geofencing technology
to connect to mobile devices of
those passing by the outdoor
advertisements placed around
the city. These services allow for
targeted push notifications to be
sent to those who have the Everlane
app and are walking by the outdoor
ads placed throughout the city.
With this technology, an application
server tracks each users phone
location, compared to the location
of the various geofences, and when
the two locations overlap, triggers
an automatic push notification that
is both timely and customizable
(Drakatos).
13

Salesforce is the current market

leader of this technology, but
PushWoosh and Urban Airship,
among others, also provide these
services. For this initiative, Everlane
will utilize PushWooshs technology.
PushWoosh will provide customized
push notification marketing to various
geofences, which can be uploaded
quickly into the PushWoosh online
server, to up to four million devices.
These geofences, which will be the
outdoor street-level advertisements
placed throughout New York City,
will then trigger push notifications
to be sent whenever the users
phone is within between 50-1,000
meters of the area (PushWoosh).

In order for this to function, the

users smartphone must allow
Bluetooth, location services, and
push notifications to be sent via
the app. If these three settings
are in place, push notifications
will be sent automatically, when
the phone comes within a certain
yardage of the geofence, even if the
Everlane app is closed or running
in the background. This activation
distance can be customized to each
geofence.
After the event, PushWoosh will
continue to be an important tool for
Everlane to target those who have
downloaded the app, notifying
customers of new arrivals and
events.

Opporational Map
July

August

September October

November

December

January

February

March

April

May

June

July

Research and Development

Developing Screen Technology
Sourcing Screen Manufacturer
Interface Creation
App Creation
Website Redesign
Testing
Staff Training for Technology
Creating Digital Media for Technology
Creating Outdoor Ad Campaign
Sourcing Outdoor Ad Provider
Design Leave-Behind Totes
Manufacture Leave-Behind Totes

Screen Installation
Outdoor Advertisement
Rent for Shop
Fixture Installation
Security for Duration of Shop
Same Day Delivery Runners On Call
Website Launch of User-Created Content
Website Featuring Content from Shop
Shop Takedown and Cleanup
Collection and Evaluation
Push Notification Marketing

This comprehensive operational plan includes a strategic overview of how we are planning
to execute our new technology within a two-week pop-up shop in New York City. In planning,
steps are broken down into what was necessary for pre-launch, launch and post-launch
strategies.
14

Pre-Launch
The Everlane app, which is
set to be released by the
end of May 2015, will be
redesigned to incorporate
push
notification
and
geozone technology, and the
website will be redesigned
to integrate user-generated
content. In addition, all
major technology sourcing
and training will begin, along
with the creation of our ad
campaigns and digital screen
media. For the pop-up
specifically, location will be
chosen and fixtures installed
with security and same day
delivery operations in place.
15

-Launch
It will consist of our new
website being published live
with the hashtags created
through our social media
campaigns and ads. Delivery
through Postmates, as part of
the Everlane Now program,
will be active throughout
the 14 days, along with push
notification marketing for
the ads placed across the
city to notify users of the
Everlane app to come to the
pop-up shop.

Post Launch
Post-launch will consist of
the website redesign being
evaluated for success. If
the user-generated content
proves to be a successful
driver for website traffic, it
will continue to be integrated
into the website. Lastly, the
pop-up shop will be taken
down and data collection
and evaluation will begin.

PopUp Shop

This is a visualization of the Everlane Pop-Up shop. It is located in Nolita, New York City on
the corner of Mott and Kenmore. The hours of operation are Sunday through Sunday 10-7.
Appendix 3.0

16

17

Assortment P lan

TOPS
Price Range: $15-85
Colors:

BOTTOMS
Price Range: $48-120
Colors:

ACCESSORIES
Price Range: $40-98 (small leather
goods), $285-425 (bags)
Colors:

OUTERWEAR
Price Range: $98-138
Colors:

DRESSES
Price Range: $75-98
Colors:

FOOTWEAR
Price Range: $98-$165
Colors:
18

Assortment P lan
The Everlane pop-up shop will be an instore experience of the online brand. Therefore, the assortment
was planned with Everlanes website assortment in mind. Adjustments were made due to seasonality
and variety, but the overall assortment reflects what the Everlane customer has come to expect from
the brands online presence, with a focus in quality essential pieces and a seasonal color plan.

Appendix 3.2
19

Future Growth P lans

In the future, Everlane has talked
about expanding to even more
product categories and styles for
both men and women. They are
also expanding into categories like
stationery and home goods (Ransom),
Founder Preysman is setting Everlane
up for growth by releasing 170 new
products throughout the next year, as
compared to 110 products released
in 2014 (Britt). Within their accessories
offering, such as weekenders and tote
bags, they plan to keep breaking into
a higher priced market. For example,
their leather handbags costing
between $300 and $400, are meant
to be investment pieces that have
the quality of any designer accessory,
making them a competitor in the
luxury market (Indvik).

20

Strengths

High growth rate has attracted positive

reaction from investors
Pure-play online model allows for low
overhead expenses
Leader in industry in offering radical
transparency for consumers.
High value products for affordable price
point

Weaknesses

New players to a saturated clothing

market

Strong factory relationships

Pure-play model eliminates in-store

experimental element for customers

Leadership positions balanced in

backgrounds between retail and fashion
industries for unique perspective.

Shallow product assortment in terms of

design and color options
Long waiting lists and quick sell-outs
eliminate potential sales, due to growth
exceeding available infrastructure
Top Leadership/CEO has no retail
background or experience
Low brand awareness

21

Opportunities

Create more depth in product assortment

New marketing strategies to produce
more brand awareness to the company
Utilizing new technologies to promote
brand through new social media
platforms
Become a multi-channel retailer,
incorporating new points of sale

Threats
Increasing costs of manufacturing and
development, in raw materials and labor
More companies could choose to
be more transparent within already
established brands, creating more
competition
Fast Fashion brands like H&M Conscious
Brands offering more trendy clothing at
lower prices

22

Current Positioning in the Market

When comparing Everlane to other brands, its
price range is very competitive to most midlevel brands. While the brand cannot compete
price-wise with certain mainstream brands,
Everlane is able to maintain quality and brand
values, which are important factors to the
Everlane customer.
However, there is clearly an opportunity for
Everlane to embrace new tactics to increase
accessibility in the marketplace. While many
brands do not have as many strong selling points
as Everlane, they are simply more recognized
and accessible to customers, and are therefore
more successful. This strategic initiative aims
to address this opportunity in the market, by
emphasizing the use of pop-up shops to draw
in new customers and attention to the brand.
By utilizing technology and a new marketing
campaign, the initiative will help to bridge the
gap in accessibility between Everlane and its
competitors, increasing Everlanes opportunity
to interact with customers directly.

23

Unique Selling Point

Everlane uses radical transparency as a unique
approach to fashion retailing. By providing an
unprecedented amount of information about their
sourcing practices, Everlane sets themselves apart
from other retailers in the marketplace.

Perceptual Map

High Price

When comparing Everlane to

other brands, its price range
is very competitive most midlevel brands. While the brand
cannot compete price-wise
with certain mainstream brands,
Everlane is able to maintain
quality and brand values, which
are important factors to the
Everlane customer.

However, there is clearly an

opportunity for Everlane to
increase their accessibility
in the marketplace. While
many brands do not have as
many strong selling points as
Everlane, they are simply more
recognized and accessible to
customers, and are therefore
more successful. This strategic
initiative aims to address this
opportunity in the market, to
bridge the gap in accessibility
between Everlane and its
competitors,
increasing
Everlanes
opportunity
to
interact with customers directly.

High Accessbility

Low Accessbility

Low Price
24

Current P lacement
Everlane has eliminated traditional elements like
middlemen and brick and mortar retailers from their pricing
structure to create a new value proposition for customers
with a lower price product of the same quality , sometimes
reducing the cost by six to eight times the traditional cost
of an item. The company also has partnerships with other
transparent companies when doing a pop-up shop as they
only work with companies that are also transparent.

25

Appendix 4.2

Distribution
Online: In recent years, consumers have grown
accustomed to shopping online, replacing
brick and mortar stores with online shopping
platforms such as Amazon. Consequently,
Everlane has been able to take advantage of
these new shopping behaviors and quickly gain
momentum with an online-only experience. By
doing this, they are able to eliminate many of
the overhead costs that come with brick-andmortar stores and pass these savings on to
their customers, offering luxury products at half
the price without sacrificing quality or values.
Therefore, the Everlane customer receives
the best price for the best quality, with full
transparency through the steps of production.
Recently, they have also added an m-commerce
site, available at the same URL, and are set to
release an app in May of 2015 (Britt). They are
also one of two companies chosen to pilot
Facebooks Business in Messenger tool, which
allows customer service and sales to run through
Facebook Messenger (Britt).

Pop up shops: Everlanes Chief Executive

has previously said that he does not envision
opening a flagship store in the near future
(Ortved). However, he sees pop-up shops a
platform to bring together and educate their
consumer. Pop-up shops are ultimately an
opportunity to engage the customer face-toface, allowing customers to interact with the
brand and experience the quality and fit of the
garments. In 2014, Everlane has hosted popup shops in New York City and out of their San
Francisco showroom. In 2015, they are planning
to expand their pop-up shop presence to
Chicago as well.

26

Current Communication and

Promotional Activities
Everlane primarily uses a word-of-mouth marketing
strategy, which is strongly driven by the companys
social media platforms (Shoot). The annual budget
for advertising is estimated to be between $10,000
and $20,000, or less than 5 percent of total company
spending (Shoot). The company fully utilizes Twitter,
Facebook, Pinterest, Snapchat, and Tumblr for
marketing, customer service, and communication.
The deliverables currently employed are digital and
print images for social media, pop-up shops, and the
e-commerce site. The brand has recently introduced
video content for the website, as well as applicable
social media sites, like Instagram and Periscope.
Because Everlane relies heavily on word-of-mouth
marketing and communication, public relations and
celebrity endorsements are an important part of their
promotional plan. Celebrities ranging from Angelina
Jolie to Jessica Alba have been photographed wearing
Everlane products (Fleming).
Everlane offers a membership when customers enter
the e-commerce site which includes exclusive deals
and offerings. Each order includes a thank you note
for choosing Everlane. There is also a member reward
for referring friends to Everlane (Daline).

Appendix 4.3

Business Issues
There are a variety of obstacles that
are plaguing Everlane currently. As
a young company with no physical
store presence, brand awareness is
low and relies mainly on selective
P.R., social media, and word-ofmouth marketing. Currently, pop-up
shops are the key way with which
the brand can physically interact
with customers and allow them to
experience both the garments and
the brand. However, the pop-up
shops are currently only advertised
via social media, which reaches the
Everlane community, rather than
targeting possible customers who
are not aware of the brand.

While being an ecommerce retailer

is integral to the Everlane brand,
this model has its drawbacks as well.
Customers cannot interact with the
brand without making a purchase
decision, and the marketing tactics
in place to drive traffic to the website
target the already existing Everlane
community and their immediate
contacts, rather than reaching new
demographics.
As a new player in an already
saturated fashion industry, it is easy
for a small retailer to get lost among
competitors. While they have been
successful so far in choosing selling
points that distinguish their brand,
such as their stance on radical
transparency and their unique
approach to social media, Everlane
must continue to develop brand
strategy that sets them apart from
industry competitors.

28

Creative Guidelines
Color: neutrals
Font: Everlane Sans
Lighting: warm and soft
Everlanes main target market is the
Millennial customer. This consumer
wants high-quality items and are willing
to go through non-traditional marketing
measures to find these items. They are
much more receptive to digital marketing
techniques than traditional marketing,
and they value chances to interact with
a brand and share content. Because
Millennials are naturally questioning and
skeptical, they are also drawn to brands
that are transparent and direct with
product information. (InSites Consulting)

Moodboard ^
29

Appendix 4.4

30

List of Deliverables
This initiative calls for three deliverables to
support both in-store technology and external
marketing campaigns.
First, this initiative requires a video or
animation to be played on in-store screens.
This will serve as an introduction to the brand
and their radically transparent business
model, as well as a source of information
for where Everlane garments are made.The
deliverable will ideally include some form of
interaction with customers, as well as a social
media connection.
Second, this initiative also focuses on guerrilla
marketing and unique ways to promote the
Everlane pop-up shop within the events city.
This calls for a print ad that can be utilized
throughout the city to attract new customer
interest to the brand and the event. This ad
should exploit Everlanes main selling point,
their radical transparency, as well as utilize
social media and the Everlane app to further
connect interested viewers to the brand.

31

Third, Everlanes existing marketing structure

calls for a strong social media campaign to
reach out to existing Everlane customers and
followers. This deliverable will include a short
video to be utilized on Everlanes existing
social media accounts, specifically Instagram
and/or Snapchat, to alert followers to the
pop-up shop, as well as the new technology
integration into the event. This video should
serve to excite existing Everlane followers, as
well as encourage them to interact with the
brand in new ways and share the event with
friends.

Communication and Promotional P lan

February

March

April

May

June

July

Social Media
Twitter
Instagram
Snapchat
Facebook

Print Ad's
Posters

PR
Blogger invites
Publication articles
Celebrity Endorsements

Our comprehensive promotional plan covers how we will excite and engage our target
customer with Everlanes new strategic initiative. Our first category of promotions, and
one of the most important, would be our plan for social media. Everlane is a company that
relies heavily on effective and engaging social media efforts, always trying to employ
technology to their benefit. Our plans are as follows within each platform or outlet:
Twitter: Within Twitter, we will stay consistent with Everlanes current Twitter format, while
substituting their current content with our new ads and language to promote the upcoming
pop-up shop in NYC. The Twitter campaign will also highlight other social media platforms
with which to engage the brand, including Snapchat and Instagram. A study by the Nielson
Company found 30% of Twitter users follow brands because they want to access exclusive
content or information. With this in mind, the Twitter campaigns will be focused on providing
exclusive information on the Everlane pop-up shop, in conjunction with other social media
platforms.
32

Snapchat: Within Snapchat, we will create daily

stories leading up to the pop-up shop, including
products to be featured in the shop as well as the
construction and set up of the actual space to
engage customers. As a newcomer in the social
media world, Forbes lists Snapchat as the new best
way to entice or excite customers about new ideas
or products, making this platform a great way to
create interest in the brand (Demyers).

Instagram: In addition to still images and

information, we will also feature 15 second videos
to excite customers for our upcoming pop-up
shop and start building our hashtag campaign with
#radicaltransparency. Our target demographic uses
Instagram most out of all social networking sites,
and in a recent study, Forrester Research found
that Instagram users were 58 times more likely to
comment or share a brands post than Facebook
users (Rezvani). Instagram will be integral in
providing content for the in-store social media wall
and website redesign (see below), so the hashtag
campaign will be centered in the Instagram strategy.
33

Facebook: On Facebook, we will be posting a mix

of the promotions used throughout the other social
media platforms, with links to connect through
other platforms and to learn more about the popup shop. In 2013, Facebook shoppers led in revenue
generated per visits, making it a perfect landing
page for customers to learn about the event and
interact with the brand (Smith).

Web Redesign: In the website redesign we have chosen to focus on the hashtag we have created and stream
live posts of our customers posted content, using #RadicalTransparency, on the main page of the Everlane
website. This will create a lifestyle and sense of community within our customer following and encourage
them to participate with the reward of being featured on the Everlane home page. Companies like Burberry
and Anthropologie have already successfully integrated this technology into their home websites, proving
this is an effective way to connect with customers and encourage social media attention around the brand.
34

#RadicalTransparency

Download the app to know more.

Postering in NYC: We will be printing simple posters

and plastering them on walls within walking distance to
the pop-up (1 mile radius) in a guerilla marketing effort
to promote awareness of the forthcoming pop-up shop.
Utilizing technology from PushWoosh, when an app
subscriber passes these posters, the Everlane app will
send push notifications to notify them about our pop up
shop and how to access it. Not only with this increase
downloads of the Everlane app, but it will also engage
with customers at an opportune time, when their curiosity
about the brand has already been piqued.
35

36

Public Relations

Blogger invites: Our PR efforts include

raising brand awareness through fashion
blogs. We will be sending out invites to the
opening of our two week pop-up shop to
fashion bloggers in the NYC area with a large
social media following and influence.
Publications Articles: We will also be using
publications articles to advertise not only our
brand, but our pop-up shop.
Celeb endorsements: Emma Watson, Ellen
DeGeneres are special endorsements we
will be seeking within Hollywood. Recently,
celebrities such as Angelina Jolie have been
published wearing Everlane, and we plan on
continuing to seek out celebrity endorsements
to other prominent people that are very
involved in social responsibility and activism.

37

Budget
Week 1

Week 2

NOTES

Pop Up

$ 31,198

$ 31,198

Total Revenue

$ 31,198

$ 31,198

Cost of goods sold

$ 13,727

$ 13,727

Interactive Screens

$ 3,250

$-

*see Budget Appendix for Price Quote

Web Redesign

$ 9,500

$-

*see Budget Appendix for Price Quote

Social Media Wall

$ 4,200

$-

*see Budget Appendix for Price Quote

Geotracking Integration Interface

$ 7,500

$-

*see Budget Appendix for Price Quote

Employee Compensation

$ 2,047

$ 2,047

Outdoor Advertising

$ 204.98

$ 204.98

Shop Rent

$ 7,000

$ 7,000

iPads

$ 1,396

REVENUE

EXPENSES
Total Retail x AVG Cost % (see assortment plan for average GM %)

$10.83/hr for 3 associates 9 hours per working day (PayScale)

$1.37 per poster/300 posters total/150 posters
per week
*see Budget Appendix for Price Quote
4 iPads for Point of Sale (1 per associate +
backup)
Everlane recyles fixtures-cost covers moving/installation of fixtures and

Fixtures

$ 500

$-

Security

$ 1,400

$ 1,400

*see Budget Appendix for Price Quote

Tote Bags

$ 2,370

$ 2,370

*see Budget Appendix for Price Quote

$ 53,095

$ 26,749

$ (21,897)

$ 4,449

Total Expenses
EARNINGS BEFORE TAX

-$17,448

38

UNIT SALES

Week 1

Week 2

Total Units

Tops

158

158

315

Bottoms

20

20

39

Dresses

26

26

53

Outerwear

13

13

26

Footwear

39

39

79

Accessories

66

66

131

Tops

$ 44

$ 44

Unit Price taken as av

Bottoms

$ 96

$ 96

*See Assortment Pl

Dresses

$ 83

$ 83

Outerwear

$ 118

$ 118

Footwear

$ 142

$ 142

Accessories

$ 199

$ 199

Tops

$ 6,930

$ 6,930

$13,860

Bottoms

$ 1,890

$ 1,890

$3,780

Dresses

$ 2,179

$ 2,179

$4,358

Outerwear

$ 1,549

$ 1,549

$3,098

Footwear

$ 5,591

$ 5,591

$11,183

Accessories

$ 13,059

$ 13,059

$26,119

TOTAL PROJECTED REVENUE

$31,198

$31,198

$62,396

Womens

UNIT PRICE
Womens

REVENUE BY CATEGORY
Womens

39

Week 1

Week 2

150

150

Weekly traffic

1,050

1,050

Weekly estimated traffic in NoLita

Conversion rate

25%

25%

Industry benchmark for brick and mortar space

Total number of transactions

263

263

Conversion rate x Weekly traffic

Units per transaction

1.5

1.5

Total units sold

394

394

40%

158

158

315

Bottoms

5%

20

20

39

Dresses

10%

26

26

53

Outerwear

5%

13

13

26

Footwear

15%

39

39

79

Accessories

25%

66

66

131

Daily traffic

Tops

Total Units

Notes
Daily estimated traffic in NoLita

Assortment percentages informed by website assortment (see A

100%

40

Conclusion
This strategic initiative will successfully raise brand awareness and recognition for Everlane, as well as
engage existing Everlane customers and encourage them to download and share Everlane content,
which will continue their interaction with the brand far after the pop-up shop is done. While the pop-up
shop itself will not be profitable, the brands interaction with its customers, both old and new, will be
priceless, especially in the months following the pop-up. This technology, including the user-created
content that will be featured on the website and the push notification service added to the Everlane
app, will continue to engage with the customer for months to come. The shops two-pronged approach
to both draw in new customers, who are unaware of the Everlane brand, and to encourage both existing
and new customers to communicate with the brand outside of the physical space will both raise brand
awareness and create a brand identity that is both customer- and innovation-centered.

41

#THANKYOU

42

EVERLANE
Appendix

43

3.0 Location

44

Porters 5 Forces 3.1

Bargaining Power of Suppliers:
Technology solutions suppliers of digital and interactive signage often compete with each other based on
uniqueness of service, availability, and price. Today, there are multiple suppliers in the marketplace supplying
these services, due to the fact that interactive touch screen technology is not new in the marketplace, relatively
speaking in terms of technology innovations. That being said, the marketplace is still relatively fragmented,
with no clear market leader and many competitors. Therefore, each supplier has a relatively low bargaining
power.
LOW
Threat of New Entrants:
Incorporating digital and interactive technology into a physical store and maintaining a physical space,
especially in any major city real estate market, along with merchandise and store layout, both contribute
to high costs for entry into the marketplace (Clifford). Programming technology and training employees to
be able to interact with new technology, and effectively relate it back to the customer, requires specialist
knowledge. There is a good amount of suppliers for technology but high capital required for the up-front
costs of technology. The average total of costs are not minimal. (Rigby) The main barriers to entry remain the
costs of incorporating technology into already financially demanding retail location spaces, as well as the
specialist knowledge required to integrate technology effectively.
LOW
Threat of Substitutes:
Today, it is becoming more and more popular for retail spaces to incorporate technology into the shopping
environment. Outside of the fashion industry, many retail stores are using technology as a way to create brand
awareness and drive sales. Customers seeking this kind of innovative shopping experience can now find it
in many different retail spaces from Apple to IKEA. The fashion industry is, by no means, a market leader or
unique provider of technology initiatives. However, fashion stores are able to offer something other industry
retail spaces cannot: fashion, which is a large driving force behind customer interest.
MEDIUM
45

Competitive Rivalry:
Today, fashion retailers are just beginning to understand all the capabilities of digital technology integrated
into physical stores, leaving many gaps in the marketplace for just this type of opportunity. Truly unique
technology in a store is still exciting for the public, drawing attention from both old and new customers. While
the marketplace in this industry segment is still small and fragmented, however, it is cutthroat. When it comes
to experiencing in-store technology, there is low customer loyalty, because each new innovation is still so
exciting for customers. While this constantly changing customer interest does not necessarily always result in
sales, it can definitely present a challenge to gaining new brand-loyal customers.
MEDIUM
Bargaining Power of Customers:
As an industry, fashion is, in almost every segment, over-saturated. Customers almost always have their choice
of retailers in both the brick-and-mortar and online segments. However, the integration of technology into
retail spaces still represents a fragmented market with fewer competitors and a large interested customer
base. This places power, albeit temporary, in the hands of retailers who are able to create truly unique and
compelling digital integrations in their physical spaces. At the same time, though, customers, while interested
in this technology, are not necessarily willing to pay significantly more for it.
MEDIUM

46

Style

Fabric

Color

Sizes

Retail Price

Cost

Margin

Quantity

Total Cost

Total Retail

Notes

Slouchy Cotton Slub Tank

100% Lightweight
Cotton Slub

White, Blush

XXS-L

$25

$10

60%

15

$150

$375

Slouchy Cotton Slub V

100% Lightweight
Cotton Slub

White,
Sienna

XXS-L

$28

$12

57%

15

$180

$420

Everlane uses three different categories to divide tops: Tees & Tanks (primarily made of cotton or other casual material),
Silk Tops, and Shirts (a general term that refers to their cotton poplin or denim shirts-mainly in a button-up style). On the
website assortment, Tees & Tanks represent about 50%, Silk Tops represent 36%, and Shirts represent about 14%. For the
purpose of the pop-up shop, the assortment plan represents a close equivalent to the website assortment, with some
adjustments made for seasonality, color availability, and hanger appeal (for more information on website assortment, see
Appendix). The pop-up shop assortment has Tees & Tanks representing about 48%, Silk Tops representing 33%, and Shirts
representing about 19%.

Slouchy Cotton Slub Crew

100% Lightweight
Cotton Slub

White,
Light Grey

XXS-L

$28

$12

57%

15

$180

$420

Cotton V

100% Cotton

White,
Muted Black,
Heather Grey

XXS-L

$15

$7

53%

15

$105

$225

Cotton U-Neck

100% Cotton

White,
Muted Black,
Heather Grey

XXS-L

$15

$8

47%

15

$120

$225

Box Cut Tee

100% Cotton

White,
Navy

XXS-L

$15

$8

47%

15

$120

$225

Linen Tank

100% Linen

Copper,
Cream

XXS-L

$30

$14

53%

15

$210

$450

Linen Short Sleeve

100% Linen

White, Dark
Pacific,
Graphite

XXS-L

$35

$16

54%

15

$240

$525

Ryan Muscle Tank

100% Rayon

White, Black,
Navy

XS-L

$22

$9

59%

15

$135

$330

Ryan Pocket Tee

100% Rayon

White,
Navy,
Charcoal

XS-L

$25

$9

64%

15

$135

$375

The Short Sleeve

100%
Cotton

Light Denim

XS-L

$48

$20

58%

15

$300

$720

The Sleeveless

100%
Cotton

White Poplin,
Grey Denim

XS-L

$45

$26

42%

15

$390

$675

Structure Tee

100%
Cotton

White Poplin,
Pink Poplin

XS-L

$50

$19

62%

15

$285

$750

Cotton Lawn

70%
Cotton, 30% Lyocell

Sky, Dusk

XS-L

$58

$26

55%

15

$390

$870

Habotai Silk Tank

100% Habotai Silk

Ecru,
Chestnut

XS-L

$60

$23

62%

15

$345

$900

Habotai Silk Short Sleeve

100% Habotai Silk

Ecru,
Chestnut,

XS-L

$70

$30

57%

15

$450

$1,050

47

Picture

Assortment Plan 3.2

Everlane uses three different categories

to divide tops: Tees & Tanks (primarily
made of cotton or other casual material),
Silk Tops, and Shirts (a general term that
refers to their cotton poplin or denim
shirts-mainly in a button-up style). On
the website assortment, Tees & Tanks
represent about 50%, Silk Tops represent
36%, and Shirts represent about 14%.
For the purpose of the pop-up shop,
the assortment plan represents a close
equivalent to the website assortment,
with some adjustments made for
seasonality, color availability, and
hanger appeal (for more information
on website assortment, see Appendix).
The pop-up shop assortment has Tees
& Tanks representing about 48%, Silk
Tops representing 33%, and Shirts
representing about 19%.

Silk Tank

100% Silk

Light Grey,
Warm Tan

XS-L

$55

$24

56%

15

$360

$825

Silk Sleeveless

100% Silk

Mint, Navy

XS-L

$60

$27

55%

15

$405

$900

Silk Pocket

100% Silk

Mint, Warm
Tan

XS-L

$85

$36

58%

15

$540

$1,275

Silk Round Collar

100% Silk

White,
Blush, Root

XS-L

$78

$34

56%

15

$510

$1,170

Silk Point Collar

100% Silk

Spruce

XS-L

$78

$33

58%

15

$495

$1,170

$44

$19

56%
315

$6,045

$13,875

AVERAGE PER DEPT:

TOTALS:

48

Style

Fabric

Color

Sizes

Retail Price

Cost

Margin

Quantity

Total Cost

Total Retail

Notes

Slouchy Trouser

100% Wool

Black, Navy

00-12

$120

$60

50%

13

$780

$1,560

Everlane currently offers two versions of full-length pants, both

represented here, and a pair of shorts. Despite the fact that the pop-up
shop will be hosted in June, pants are an important addition to the
assormtent, as they are new to the brand and have not been shown at a
pop-up shop since their introduction in March 2015.

Slim Trouser

100% Wool

Black, Navy

00-12

$120

$60

50%

13

$780

$1,560

Pleated Short

98% Cotton, Cream, Hazel,

2% Spandex
Navy

00-12

$48

$24

50%

13

$312

$624

AVERAGE PER DEPT:

$96

$48

50%
39

$1,872

$3,744

Picture

TOTALS:

Style

Picture

Fabric

Color

Sizes

Retail Price

Cost

Margin

Quantity

Total Cost

Total Retail

Notes
Currently, Everlane only
offers the four styles of
dresses represented here.
Colors have been selected
for seasonality.

Silk Tank Dress

100%
Burgundy,
Crepe-de-Chin
Grey
e Silk

XS-L

$88

$36

59%

14

$504

$1,232

Silk Short Sleeve Dress

100%
Rose Taupe,
Crepe-de-Chin
Navy
e Silk

XS-L

$98

$38

61%

13

$494

$1,274

Sleeveless Dress

100%
Cotton

Light Denim,
Midnight
Poplin

XS-L

$70

$27

61%

13

$351

$910

Short Sleeve Dress

100%
Cotton

Light Denim,
White Poplin

XS-L

$75

$25

67%

13

$325

$975

AVERAGE PER DEPT:

$83

$32

62%
53

$1,674

$4,391

TOTALS:

49

Style

Picture

Fabric

Color

100%
Bright Navy,
Water-Resista
Stone,
nt Polyester
Midnight

Everlane Anorak

100%
Cotton

Swing Trench

Sage, Tan,
Birch, Fig

Sizes

Retail Price

Cost

Margin

Fabric

Color

Total Retail

$39

60%

13

$507

$1,274

XS-L

$138

$57

59%

13

$741

$1,794

$118

$48

59%
26

$1,248

$3,068

Total Cost

Total Retail

Notes
The introduction of the
Street Shoe to the Everlane
assortment garnered a great
deal of social media and
press attention, so we can
expect attention and sales
from the shoe department.

Sizes

Retail Price

Cost

Margin

Quantity

Everlane Street Shoe

100%
Black/White
Synthetic
Woven
Woven Upper

5-10.5 (all sizes

and half-sizes
offered)

$155

$75

52%

13

$975

$2,015

Everlane Street Shoe

100%
5-10.5 (all sizes
Taupe, Chalk, and half-sizes
Nubuck
Slate
Leather Upper
offered)

$140

$64

54%

14

$896

$1,960

Patent Loafer

100%
Black-Brown,
Patent Italian
Maple
Leather

5-10.5 (all sizes

and half-sizes
offered)

$175

$65

63%

13

$845

$2,275

Modern Loafer

Midnight,
100%
Olive,
Italian Leather Burgundy,
Black

5-10.5 (all sizes

and half-sizes
offered)

$165

$65

61%

13

$845

$2,145

100%
Vegetable-Ta
Ivy, Fig, Black
nned Italian
Leather

5-10.5 (all sizes

and half-sizes
offered)

$118

$49

58%

13

$637

$1,534

100%
Vegetable-Ta
nned Italian
Leather

5-10.5 (all sizes

and half-sizes
offered)

$98

$49

50%

13

$637

$1,274

$142

$61

56%
79

$4,835

$11,203

Italian Ankle-Wrap
Sandal

Italian Slingback
Sandal

Navy,
Fig/Rum,
Hazel

Notes
Currently, Everlane only
offers these two styles of
outerwear represented
here. While outerwear will
not be a major source of
sales, both styles are
lightweight enough to
transcend seasons and
introduce new customers to

$98

TOTALS:

Picture

Total Cost

XS-L

AVERAGE PER DEPT:

Style

Quantity

AVERAGE PER DEPT:

TOTALS:

50

Style

Sizes

Retail Price

Cost

Margin

Quantity

Total Cost

Total Retail

N/A

$285

$133

53%

13

$1,729

$3,705

Brown/Navy,
Black,
Brown/Grey

N/A

$365

$179

51%

13

$2,327

$4,745

Petra Magazine

100%
Gesso, Bright
Italian Leather Navy, Cypress,
Exterior
Black, Brown

N/A

$325

$184

43%

13

$2,392

$4,225

Petra Market

100%
Gesso, Bright
Italian Leather Navy, Cypress,
Exterior
Black, Saddle

N/A

$365

$205

44%

10

$2,050

$3,650

Petra Portfolio

100%
Italian Leather
Exterior

N/A

$425

$211

50%

10

$2,110

$4,250

Slim Zip Wallet

Black, Royal
100%
Burgundy,
Italian Leather Blue,
Espresso

N/A

$115

$58

50%

13

$754

$1,495

Card Case Wallet

100%
Black, Burgundy,
Italian Leather
Espresso

N/A

$40

$22

45%

13

$286

$520

Fold-Over Wallet

100%
Italian Leather

N/A

$65

$23

65%

13

$299

$845

Square Zip Wallet

100%
Ivory, Royal
Italian Leather Blue, Espresso

N/A

$98

$52

47%

13

$676

$1,274

Casual Petra Bag

Petra Crossbody

Picture

Fabric

Color

100%
Brown, Navy,
Italian Leather
Black

100%
Italian
Leather,
Suede Detail

Black

Ivory

Twill Snap Backpack

100%
Cotton Twill
Exterior

Grey,
Black/Black,
Navy, Reverse
Denim/Black

N/A

$65

$30

54%

10

$300

$650

Twill Snap Tote

100%
Cotton Twill
Exterior

Red Clay, Peat

N/A

$40

$23

43%

10

$230

$400

AVERAGE PER DEPT:

$199

$102

49%
131

$13,153

$25,759

TOTALS:

51

Notes
Accessories form an important part of the Everlane
business, representing one of the first departments
introduced to the brand. It continues to form a large part
of the website assortment and should therefore be
represented well at the pop-up shop. More units have
been assigned to the top Everlane bag styles, as well as
small leather goods, as these represent proven impusle
purchases.

Gross Margin Per Dept

DEPT

AVG %

Tops:
Bottoms:
Dresses:
Outerwear:
Footwear:
Accessories:

56%
50%
62%
59%
56%
49%

Overall GM%:

56%

Notes
This average Gross Margin % will be
used to determine overall cost of
goods sold in the final budget.

Website Assortment
Tops-125
Bottoms-7
Dresses-12
*Sweaters and Sweatshirts
have been omitted for
seasonality*
Outerwear-7
Bags/Leather-44
Shoes-17

TOTAL: 212
Tops: 59%
Bottoms: 3%
Dresses: 6%
Outerwear: 3%
Bags/Leather Goods: 21%
Shoes: 8%
brand-loyal customers.
MEDIUM

For the pop-up shop, assortment percentages

were based loosely on the website assortment
percentages. Adjustments were made for seasonality
and variety of merchandise. For example, while
tops form almost 60% of the website assortment,
tops at the pop-up shop will represent 40% of the
assortment. These units were assigned elsewhere in
order to ensure a more balanced assortment.
52

Tops:
Everlane uses three different categories to divide tops: Tees & Tanks (primarily made of cotton or other casual
material), Silk Tops, and Shirts (a general term that refers to their cotton poplin or denim shirts-mainly in a
button-up style).
SKUs:
Tees and Tanks-63
Silk Tops-45
Shirts-17
Total-125
On the website assortment, Tees & Tanks represent about 50%, Silk Tops represent 36%, and Shirts represent
about 14%.
Bottoms:
Pants-4
Shorts-3
Currently, the bottoms assortment is relatively balanced. While shorts may be more popular due to the
seasonality of the pop-up shop, pants are an important addition to the pop-up, as well, since they are new to
the brand and have not been shown at a pop-up shop since their introduction in March 2015.
Bags/Leather Goods:
Bags-30
Leather-14
Backpacks/Totes-12
Assortment of leather bags is roughly double that of smaller leather goods and of backpacks and totes.
53

Perceptual Map 4.1

Competitors:
Competitors were chosen to reflect competition in both aesthetic and design, as well as ethics.
Because Everlanes customer is concerned with both the design and quality aspects of the
clothing, as well as where it was made, both aspects were considered when looking at the
marketplace. Companies like J Crew and Madewell compete for the same Millennial customers
by offering essential, minimalist items in the same spirit as Everlane, while other companies like
Cuyana and Honest By offer a selection curated by ethical manufacturing standards.
Top Competitors:
Bonobos/Ayr, Honest By, Cuyana, Reformation, American Apparel, J Crew, Vince, Banana
Republic, Madewell
*Unless otherwise noted, all information is taken from brand websites.

PRICE
Price is judged based on seven basics categories in womens apparel and accessories:
1) White T-shirt 2) Pants
3) Silk Shirt
4 ) Bag
5) Shoe
6) Coat
7) Dress
Price range refers to the prices represented between the bulk of the brands items, not necessarily
all of the products. While Everlane does offer both mens and womens apparel and accessories,
this map focuses on womenswear only, as the initiative will be mainly targeted to women.

54

Ayr:
Price Range: $150-$450
1. $85
2. $225
3. $225
4. N/A
5. N/A
6. $485
7. $295

Honest By:
Price Range:$250-$550
1. $165
2. $240
3. $235
4. $500
5. $250
6. $500
7. $350

Cuyana:
Price Range: $135-$195
1.N/A
2.N/A
3. $165
4. $185
5. N/A
6. $195
7. $130

Reformation:
Price Range: $50-$350
1.$28
2.$178
3.$158
4.N/A
5.N/A
6.$298
7.$198

American Apparel:
Price Range: $25-$175
1. $30
2. $78
3. $88
4. $105
5. $88
6. $95
7. $65

J Crew:
Price Range: $35-$350
$34.50
$148
$168
$178
$198
$298
$158

Madewell
Price Range: $50-$250
1. $40
2. $198
3. $155
4. $168
5. $158
6. N/A
7. $138

Vince:
Price Range: $95-$595
1. $95
2. $295
3. $275
4. $595
5. $325
6. $475
7. $345

Banana Republic:
Price Range: $35-$150
1. $40
2. $90
3. $98
4. $178
5. $158
6. $178
7. $130

Everlane:
Price Range: $25-350
1 .$25
2 .$120
3. $78
4. $365
5. $165
6. $138
7. $75

55

ACCESSIBILITY
The accessibility matrix was determined based on the accessibility of points of sale, for each
retailer respectively. This matrix took into account the number of brick-and-mortar stores, digital
presence, and whether the brand is accessible through other wholesale accounts.
Ayr: digital retailer (launched by Bonobos), Home Try On service (try on different sizes at home
for virtually nothing-only keep what fits), Guideshop (allows customers to try on and then place
a digital order-does not keep things in stock)-1
Number of Brick-and-Mortar Stores: 1
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
Honest By: purely digital, personal shopping service offered by email-0
Number of Brick-and-Mortar Stores: 0
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
Cuyana: mostly digital retailing, one showroom location in San Francisco (host events and
releases there)-1
Number of Brick-and-Mortar Stores: 1
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N

56

Reformation: digital and brick-and-mortar (three locations-1 California, 2 NY), moderate brand
awareness-3
Number of Brick-and-Mortar Stores: 3
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
American Apparel: over 260 stores in 19 countries, strong digital presence, high brand
awareness-260
Number of Brick-and-Mortar Stores: 260
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
J Crew: about 300 stores, 100 outlets, strong online presence, currently building international
presence, high brand awareness-465 stores (outlets included) total
Number of Brick-and-Mortar Stores: 465
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
(Vault)
Madewell: about 65 stores, online presence, Shopbop-65
Number of Brick-and-Mortar Stores: 65
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: Y
(Loeb)
57

Vince: about 30 retail stores, 75% of business still done through wholesale contracts with
department stores (Neiman Marcus, Nordstrom, Bloomingdales, Barneys), ecommerce presence,
presence in 48 countries, moderate brand awareness
Number of Brick-and-Mortar Stores: 30
Online Presence: Y
Wholesale Brick-and-Mortar: Y
Wholesale Online: Y
(Mellery-Pratt)
Banana Republic: over 600 stores, strong digital presence, part of GAP Inc., international
presence, high brand awareness
Number of Brick-and-Mortar Stores: 600
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N
(Schawbel)
Everlane: digital presence, occasional pop-up shops
Number of Brick-and-Mortar Stores: 1
Online Presence: Y
Wholesale Brick-and-Mortar: N
Wholesale Online: N

58

Current Placement 4.2

Everlane is a three-year old brand that has been marketed and distributed mainly through
e-commerce and, more recently, through occasional pop-up shops in New York and San Francisco.
While widely questioned at the beginning, perhaps even more so because the CEO Michael
Preysman does not have a fashion background, this marketing and distribution strategy has
maintained very low costs compared to brick and mortar stores. In 2013, the Business of Fashion
and Forrester Research predicted that through 2017, U.S. online retail sales will grow about 10%
each year and will reach $370 billion in sales by 2017, which is a rise of over $100 billion in a
span of five years, due to a rise in the use of mobile devices and the growth of infrastructure to
support mobile commerce (Reuters).

Communication and Promotional Activities 4.3

Instant customer service on Facebook Messanger

59

Ecommerce ^

Hashtags ^ All social media

Digital Ads
60

Educational Wall Prints in Pop-Up Shop

Snapchat Stories

Digital/Print Ad campaigns

Thank you note to consumer

with minimal transparent
marterial packaging >
61

Creative Guidelines 4.4

62

Deliverable Inspiration

63

Interactive Screens Quote:

(Direct email from Planar representative)

iPads (Point of Sale) Quote:

(Taken from Amazon Shopping: iPads)

64

Social Media Wall Quote:

(TintUp)

Geotracking Quote:

(PushWoosh)
65

Poster Printing Quote:

(Taken from PrintRunner.

com)

66

Rent Quote:

Tote Bag Quote:

(Taken from Storefront.com)

Taken from Everlane Tote BagPop up Shop June 2014

67

Website Redesign Quote:

Security Quote:
(Executionists Blog)

(PayScale)

68

Works Cited 4.5

Accenture Newsroom: More U.S. Shoppers Plan to Buy from Stores but Want the In-Store Shopping Experience
to Match Convenience of Online, Accenture Study Finds. 3 February 2014. Web. 02 May 2015.
Segment Explorer. PRIZM Market Segmentation Research. Nielsen, n.d. Web. 16 Jan. 2015.
Britt, Aaron. Everlane Expands Its Reach. San Francisco Chronicle. 16 April 2015. Web. Accessed 02 May 2015.
Burkart, Kelly. Why Is Twitter Important To Your Brand?. U.S. Bank Connect. N.p., 2015. Web. 20 May
Clifford, Stephanie. Shopping Sites Open Brick-And-Mortar Stores. Nytimes.com. N.p., 2013. Web. 11 May
2015.
Daline, Casey. EVERLANE. Portland Marketing Agency Pivot Group. Pivot Group, 25 Feb. 2013. Web. 02 May
2015.
Demyers, Jayson. Your Guide To Using Snapchat For Marketing. Forbes. N.p., 2014. Web. 20 May 2015.
Drakatos, Nikos. Geofencing Background Overview & The Market. Mobilemarketingstand.com. N.p., 2012.
Web. 17 May 2015.
Emarketer.com,. US Retail Ecommerce Sales Highest For Computers, Consumer Electronics. N.p., 2014. Web.
19 May 2015.
Everlane. Everlane Annual Report. Savannah College of Art and Design. Refrence USA, 2014. Web. 28 Apr.
2015.
Executionists Blog,. How Much Does A Website Cost In 2015?. N.p., 2015. Web. 24 May 2015.
Everlane.com,. Everlane. N.p., 2015. Web. 2 May 2015.
Fleming, Olivia. Jessica Alba, Kate Mara, Angelina Jolie... Everlanes A-List Following. Daily Mail. N.p., 2014.
69

Web. 19 May 2015.

Indvik, Lauren. Fashion Startup Everlane Tests New Price Points With Luxury Totes. Mashable. 16 October
2013. Web. 3 May 2015.
InSites Consulting. Getting close to youth: Understanding Millennials Themes of Life to Create Gen-Y Proof
Brands. November 2014. Retrieved from WARC database. Web. 02 May 2015.
Loeb, Walter. Fast Retailing May See J. Crew As Too Pricey, But Mickey Drexler Is Priceless. Forbes. N.p., 2014.
Web. 2 May 2015.
Mellery-Pratt, Robin. Vince, A Billion-Dollar Brand Priming For Growth. The Business of Fashion. N.p., 2014.
Web. 2 May 2015.
Ortved, John. In Store | Everlane Pops Up in SoHo. T Magazine.12 June 2014. Web. 02 May 2015.
Payscale.com,. Retail Sales Associate Salary (United States). N.p., 2015. Web. 24 May 2015.
Payscale.com,. Security Guard Salary (United States). N.p., 2015. Web. 24 May 2015.
Tintup.com. Tint: Display Any Social Feeds Anywhere. N.p., 2015. Web. 24 May 2015.
Planar.com. Touch Displays. N.p., 2015. Web. 24 May 2015.
Ransom, Diana. Everlane And Its Radical Idea Of Fashion. Inc.com. N.p., 2015. Web. 2 May 2015.
Reuters. According to Forrester, U.S. Online Retail Sales to Rise 10 Percent Annually. The Business of Fashion.
13 Mar. 2013. Web. 02 May 2015.
Rezvani, Justin. Why Every Brand Should Be On Instagram. Fast Company. N.p., 2014. Web. 20 May
2015.
70

Rigby, Darrell. Online Shopping IsnT As Profitable As You Think. Harvard Business Review. N.p., 2014. Web. 11 May 2015.
Rueter, Thad. Industry Statistics - E-Retail Spending To Increase 62% By 2016. Internet Retailer. N.p., 2012. Web. 19 May
2015.
Schawbel, Dan. The True Story Behind The Banana Republic Brand. Forbes. N.p., 2012. Web. 2 May 2015.
Secondstory.com. Whole Foods: Farm to Table. N.p., 2015. Web. 24 May 2015.
Shontell, Alyson. Hot Startup Everlane Wants You To Know Youre Being Screwed Over By Retailers. Business Insider. N.p.,
2012. Web. 2 May 2015.
Shoot, Brittany. Providing Affordable Luxury-Quality Clothing To The Masses At Age 29. Entrepreneur. N.p., 2014. Web.
2 May 2015.
Solaris, Julius. The ROI Of Social Media For Retail Websites. Being Your Brand. N.p., 2012. Web. 20
May 2015. Tintup.com. Tint: Display Any Social Feeds Anywhere. N.p., 2015. Web. 24 May 2015.
Vault.com,. J.Crew Group, Inc.|Company Profile|Vault.Com. N.p., 2015. Web. 2 May 2015.
Whiteside, Stephen. Understanding millennial shopping habits: Insights from Coca-Cola. October 2013. Retrieved from
WARC database. Web. 02 May 2015.

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#EVERLANE
Erin Kelley
Kelsey Bidel
Rachel Scaffe
Sam Franco

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