Airy Transparency from Everlane
Posted: Mon Dec 23, 2024 3:49 am
Customer Solution
Cost to the Customer
Convenience
Communication
The G of Wool Socks
Before I explain this model further, it is important to know the modern consumer. Research shows that millennials spend more money on electronics, hobbies and clothing, while older generations spend more on furniture. However, the way of communicating about sustainable products such as clothing often does not connect with today's millennials. Stuffy, idealistic and 'hippie' are words that are often associated with the image and the way of communicating about sustainable clothing.
Goat-hair socks- prev. (NN)
'alternative, unworldly, half-hearted'. Goat-hair-sock-wearers “people who testify to an idealistic attitude that many people experience as vague or impractical” [1981; Kramers II]
Nevertheless, more and more sustainable brands realize that they have to approach millennials differently than, for example, baby boomers. And that requires a different communication strategy, which places less emphasis on the fact that it produces and delivers sustainably. It emphasizes above all that it is 'just beautiful and qualitative stuff'. A few examples:
One company that ticks all the boxes of the 4C model is Everlane, a clothing brand that believes in a high level of transparency. It likes to emphasize how clothing is made and why it is worth a certain (fair) amount. When you visit the webshop , it looks like any other beautiful clothing store that makes your mouth water. It is only when you click on one of the products that you see what makes them so special. For each item of clothing or pair of shoes, it is shown what numrat grek each step – from the production process to shipping – costs.
With this they provide transparency about the production process of all pieces, the factories the brand works with, the price and the business concept. If you go to the sale page, this becomes even clearer. You can decide for yourself what you pay for products in the sale.
If you want to buy something, you have three options. The cheapest price covers the production and shipping of the product. The overhead costs of the 70-person company are not included. The middle option covers all costs, including the staff. The highest price gives the store a small profit, which it can invest in growth. In practice, this means a price of, for example, 88, 100 or 113 dollars for a pair of pants.
Source: Everlane.com
The fact that the brand does not have a tree-hugger image, does not immediately shout from the rooftops that it is oh-so-responsible, does not only sell zip-off trousers and does not compromise on quality or price, makes it successful. Because let's face it, we all want a better world. But it should not be too difficult and also a bit 'cool'.
Cost to the Customer
Convenience
Communication
The G of Wool Socks
Before I explain this model further, it is important to know the modern consumer. Research shows that millennials spend more money on electronics, hobbies and clothing, while older generations spend more on furniture. However, the way of communicating about sustainable products such as clothing often does not connect with today's millennials. Stuffy, idealistic and 'hippie' are words that are often associated with the image and the way of communicating about sustainable clothing.
Goat-hair socks- prev. (NN)
'alternative, unworldly, half-hearted'. Goat-hair-sock-wearers “people who testify to an idealistic attitude that many people experience as vague or impractical” [1981; Kramers II]
Nevertheless, more and more sustainable brands realize that they have to approach millennials differently than, for example, baby boomers. And that requires a different communication strategy, which places less emphasis on the fact that it produces and delivers sustainably. It emphasizes above all that it is 'just beautiful and qualitative stuff'. A few examples:
One company that ticks all the boxes of the 4C model is Everlane, a clothing brand that believes in a high level of transparency. It likes to emphasize how clothing is made and why it is worth a certain (fair) amount. When you visit the webshop , it looks like any other beautiful clothing store that makes your mouth water. It is only when you click on one of the products that you see what makes them so special. For each item of clothing or pair of shoes, it is shown what numrat grek each step – from the production process to shipping – costs.
With this they provide transparency about the production process of all pieces, the factories the brand works with, the price and the business concept. If you go to the sale page, this becomes even clearer. You can decide for yourself what you pay for products in the sale.
If you want to buy something, you have three options. The cheapest price covers the production and shipping of the product. The overhead costs of the 70-person company are not included. The middle option covers all costs, including the staff. The highest price gives the store a small profit, which it can invest in growth. In practice, this means a price of, for example, 88, 100 or 113 dollars for a pair of pants.
Source: Everlane.com
The fact that the brand does not have a tree-hugger image, does not immediately shout from the rooftops that it is oh-so-responsible, does not only sell zip-off trousers and does not compromise on quality or price, makes it successful. Because let's face it, we all want a better world. But it should not be too difficult and also a bit 'cool'.