“How Everlane is Building the Next-Gen Clothing Brand”

In February 2018, Fast Company published a story about Everlane highlighting the savviness of the brand’s sells tactics. Although there is much to digest when studying their various and disruptive policies, one that leapt off the screen was the brand’s pricing replacement for traditional sales items. Blair Enns would be proud.

“To avoid the appearance of discounting, founder and CEO Michael Preysman developed a Choose What You Pay model for overstocked items, where customers can pick up [an item] for one of three different prices. The website explains that the lowest one lets Everlane recoup its costs, while paying more allows it to invest in future product development.”

The decision to offer consumer-driven pricing perfectly aligns with the brand’s decision to operate with “radical transparency” – another policy worth reading up on. Taken from the brand’s website:

“We believe our customers have a right to know how much their clothes cost to make. We reveal the true costs behind all of our products—from materials to labor to transportation—then offer 
them to you, minus the traditional retail markup.”

Read more about the brand’s disruptive practices here and here.

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