Everlane is an online shop which only sales base pattern dress and shoes. It has set up in United States in 2011. To people’s amazement, it has a 200% increasing until 2015. Because its special marketing strategy, it has been called “the most honest brand.”
The first strategy is Everlane shows the transparent price for each product in their official website. It also display the factories which they cooperate with. Just taking this dress as an example, the cost has be listed clearly.
There is a point which is worth to pay special attention. Everlane has showed two different prices to their consumers. One is themselves, another one is traditional retailer’s. This sharp contrast make vast majority people feel good.
Everlane’s advertisement costs just has 5%. The major exposure channel is Instagram. The conversations we have with others transmit a lot of product information. The growth of the Web has created thousands of online consumption communities where members share options and recommendations about anything. (Solomon, Bamossy, Askegaard, & Hogg, 2016)
There are many other marketing strategies has been used by Everlane.
Such like Everlane never let new arrivals at the quarter. Even if in summer, people can buy sweaters in their shops. Another way is Everland doesn’t have the activities about giving the discount. In their website, it has a place marked the slogan “choose what you pay”. Such like this scarf, Everlane has provided three prices to let people choose. Also there are some consumers prefer to choose the lowest one, but it helps Everlane foster a good brand image and concept.
Consumer behavior is the process involved when individuals or groups select, purchase, use or dispose of products, services, ideas, or experience to stiff needs and desires. Everlane has combine that with it marketing strategies. (Evans, Jamal, & Foxall, 2009)
References
Everlane. (2011). Retrieved from https://www.everlane.com/visit-us
Raced. (2015). Can Everlane Really Become the Next J.Crew? Retrieved from http://www.racked.com/2015/10/8/9442455/everlane-expansion
Evans, M., Jamal, A., & Foxall, G. R. (2009). Consumer behaviour (2nd ed. ed.) Wiley. Retrieved from http://hud.summon.serialssolutions.com
Solomon, M. R., Bamossy, G. J., Askegaard, S., & Hogg, M. K. (2016). Consumer behaviour: A european perspective (Sixth edition ed.) Pearson. Retrieved from http://hud.summon.serialssolutions.com
