Amazon Sees EVERLANE Warming Up Brand Again

According to the latest news, Amazon recently intends to acquire EVERLANE and other brands, and buy many brands of electric business, pushing up its brand fever again.

E-commerce brand

It is definitely the most persistent brand of net fire recently.

In Instagram and other fashion new media, the popularity of the brand and the endless popularity of the brand have further promoted the brand fever of EVERLANE.

Not long ago, Amazon, a world-renowned e-commerce platform, was exposed to the acquisition of a series of fashion brands that only used e-commerce to do business, including EVERLANE.

As the clothing brand that was founded in 2011, EVERLANE has been the main channel of online marketing since its foundation.

Brand leaders in many media interviews stressed that in order to ensure the high cost performance of the brand, the electricity supplier is the main channel for EVERLANE sales, and at this stage, the brand does not intend to expand the channels under the line, and may never even set up offline stores.

Such a unique channel strategy alone does not seem to be a wise choice for EVERLANE, a high-end clothing brand.

First of all, from the perspective of the retail environment in the US, although the annual sales of online consumption have maintained a year-on-year growth, it is not the main channel of mass shopping from the retail sales account.

At the same time, from the brand positioning of EVERLANE, we should do high and medium price high-end clothing.

In general, clothing brands targeting the middle class are generally more popular in department stores.

More importantly, in the face of the retail environment of "special monthly sale and monthly sale" in American shopping malls, EVERLANE openly played a slogan without discount, which seriously violates the "core values" of the American people on consumption.

However, EVERLANE, which is so unconventional, seems to have no obvious success, has succeeded, and in a very short time, it has handed in a beautiful pcript.

In 2012, EVERLANE registered 350 thousand users.

First launched at the beginning of the year

There were 12000 people in waitinglist.

In 2014, EVERLANE's gross profit increased from $8 million 100 thousand to US $18 million, and its revenue rose from 12 million US dollars in 2013 to US $36 million in 2014, a 3 fold increase.

Such a growth rate also impressed EVERLANE's investor BrianSugar, who had not seen such a fast growing clothing brand for a long time.

How can EVERLANE achieve rapid growth of brands in the face of the brutal dilemma of the online and offline apparel industry generally trapped in price wars?

Talking about the secret of EVERLANE's success, we should start with the counter brand strategy.

The high premium of clothing brands has always been criticized by consumers.

EVERLANE is well versed in this consumption psychology, and has given a "non mainstream" but unusual wit solution.

According to the rules of the clothing industry, the rate of brand sales has always been regarded as the top secret by the major brands. However, as a non regular army, EVERLANE apparently did not intend to play cards according to the industry's routine.

On the brand website of EVERLANE, a traditional brand's cost, profit and pricing rules are posted, marking the cost and profit of the general clothing brand.

Many consumers are aware of the production structure of this clothing company. They all feel the "profiteering" of the clothing industry and the "unscrupulous" of the clothing business. At the same time, they realize that they have already been caught in the discount scam of the business.

But is clothing company really so unscrupulous?

The cost structure map of the traditional enterprise from the production to the terminal, which is given by EVERLANE, does conform to the general pricing rules of the clothing industry. However, he does not include the discounted cost of the terminal sale, and other costs of the enterprise's inventory, rent, brand promotion and other costs into the cost range.

Therefore, it is not scientific to calculate the profit of the brand solely from the production line to the final selling price.

But it doesn't matter what the truth is. With this picture, let EVERLANE, a well versed consumer psychology, stand at the commanding heights of morality and draw close relations with countless consumers.

This is also very worth learning from traditional fashion brands.

EVERLANE is also committed to bringing this package to the extreme.

In addition to the pricing rules of traditional brands, EVERLANE also focuses on consumer psychology, which consumers generally do not want to lose.

At the same time, the brand is also generous to give consumers high, medium and low price choices, using seemingly fair and selling "feelings" way, quickly aggregated a large number of brand supporters.

The effectiveness of this marketing strategy is obvious. EVERLANE customers have a high rate of repeat purchase for their products, which is also the key for brands to achieve rapid growth in such a short time.

Of course, the marketing tricks are more, and the ultimate determination of customer loyalty is only the quality of the product and the cost performance.

At this point, EVERLANE did the best.

Many EVERLANE fans say that EVERLANE has a big brand design and quality, but its price is only about 1/3 of the former.

At the same time, although EVERLANE's bosses are not professionals, their computer and business backgrounds enable them to jump out of the industry's fixed programs to think about problems.

EVERLANE's product design does not choose the most popular fast fashion style nowadays. Although its new product rate is very high, its new product is largely based on the feedback from consumers, optimizing the details of the previous series of salable products.

This ensures that EVERLANE sells at a high rate and ensures the high reputation of the brand.

EVERLANE can achieve accurate analysis of terminal sales data and be used for production guidance in time. It is closely related to Carnegie, a graduate of Meilong computer department's brand founder, MichaelPreysman.

This also strongly confirms that in the face of new market environment and fierce brand competition pattern,

If a company wants to win, it is important for the boss to have culture.