Haven’t heard of Everlane yet? You might soon.
The fashion-industry website Racked offers a compelling case why Everlane could be the next J. Crew.
J. Crew has been fighting to win back its customers as sales have continued to decline.
“We make products that are timeless in look,” Everlane CEO Michael Preysman told Racked. “The clothing has a current point of view, but can also be worn in 10 years. It’s a very tricky thing to pull off. In our view, the best way to be environmentally sustainable is to create really great quality clothing that lasts and that has a lasting timestamp.”
Like J. Crew and its iconic creative director Jenna Lyons, Everlane has recently added a well-known trendy fashion exec to its team. Rebekka Bay, who was ousted from the Gap despite having a fashion-forward reputation and previously worked at H&M, has joined as head of product and design.
Everlane is transparent with its prices. On its website, it breaks down how much it costs to make its clothing (labor, materials, transporting the apparel, and duties). It compares its prices with those of traditional retailers. One dress, for instance, is $98 at Everlane, and Everlane claims traditional retailers would sell the dress for $190.
This transparency could intrigue millennials.
“Sixty-four percent of millennials would rather wear a socially-conscious brand than a luxury brand,” Rachel Krautkremer, an editorial director for the creative agency Deep Focus, told Racked. “It’s a shift in how this generation views their clothing. They want to know where their product is coming from.”
Everlane is strictly an e-commerce retailer, and it is becoming a growing presence on the internet.
In fact, it has plans to grow rapidly. According to Racked, the brand recently sent out an email looking to fill nearly 20 jobs. The company, Racked said, has only 70 employees.