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Everlane's Retail Transparency (I'm not Talking Like Lululemon Yoga Pants)

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I'm not even sure how I first became acquainted with the Everlane online retail store, but I do remember why I signed up for their emails and website access. They were transparent about their costs to produce high quality merchandise. Part of Everlane's mission statement is as follows: "At Everlane we're committed to Radical Transparency. That means showing you all our costs and processes."

They started out with everyone's wardrobe staple, the t-shirt.

 Materials $3.84 + Labor $3.30 + Transport $0.11 = True Cost $7.25

 Typical retail cost is $50 but Everlane retails for $15.00

All I could think about is all of the t-shirts I have purchased that get tossed at the end of the season because of fraying hems and holes. I was intrigued and signed up and ordered my first few t-shirts. I wasn't disappointed. And, best of all, they are manufactured in the U.S.

Everlane has built their online business by creating a brand that is classically designed, elegant and high-quality. They have branched out into silk blouses, purses, shoes and menswear just to name a few. Each piece is a wardrobe staple that is affordable and well made with quality materials. Since I signed up for their emails, I get announcements on each new addition. And, unlike other online retailers, that will remain nameless, it isn't a barrage of emails, only the occasional email. In addition, I actually read them!

I was curious to find out if Everlane would go the way of other online retailers such as Warby Parker and Amazon, and start a brick-and-mortar presence. I did some research and found they had done a "Pop Up" store in New York City this last summer. Could an Everlane store be opening near me soon? At this point it doesn't look like it's where they are headed. However I was pleased to get a print catalog in the mail last week. Of course, being true to the brand it was elegantly designed. Best of all it was even transparent about the cost to create the catalog:

 Talent/R&D $0.11 + Paper/Ink $.017 + Printing $0.10 + Mailing $0.33 = Catalog $.71

So now they have an online presence and they are branching out into direct mail. I'm going to be keeping an eye on this brand. It seems to have a great start at building a long lasting brand!

Patty Jensen
VP, Account Management
pjensen@jdainc.com





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