Scribd Logo
Upload

Welcome to Scribd!

  • 206 views

    Case Study Everlane

    Uploaded by

    Li Ying
    1. Everlane is an apparel startup known for transparency about factory costs and production. It launched with a $15 t-shirt and has expanded into other clothing, shoes, and bags priced from $15-$345. 2. The Shoe Park pop-up store in NYC was Everlane's first experiment with in-store inventory. It featured interactive shoe displays and complimentary refreshments. Customers could try on sizes and purchase items to take home that day. 3. While Everlane has done pop-up events, the Shoe Park store represented a new level of engagement by allowing customers to browse, try on, and purchase inventory on-site. This helped further build the Ever

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Case Study Everlane

    Uploaded by

    Li Ying
    206 views4 pages
    1. Everlane is an apparel startup known for transparency about factory costs and production. It launched with a $15 t-shirt and has expanded into other clothing, shoes, and bags priced from $15-$345. 2. The Shoe Park pop-up store in NYC was Everlane's first experiment with in-store inventory. It featured interactive shoe displays and complimentary refreshments. Customers could try on sizes and purchase items to take home that day. 3. While Everlane has done pop-up events, the Shoe Park store represented a new level of engagement by allowing customers to browse, try on, and purchase inventory on-site. This helped further build the Ever

    Original Description:

    Everlane

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    1. Everlane is an apparel startup known for transparency about factory costs and production. It launched with a $15 t-shirt and has expanded into other clothing, shoes, and bags priced from $15-$345. 2. The Shoe Park pop-up store in NYC was Everlane's first experiment with in-store inventory. It featured interactive shoe displays and complimentary refreshments. Customers could try on sizes and purchase items to take home that day. 3. While Everlane has done pop-up events, the Shoe Park store represented a new level of engagement by allowing customers to browse, try on, and purchase inventory on-site. This helped further build the Ever

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    206 views4 pages

    Case Study Everlane

    Uploaded by

    Li Ying
    1. Everlane is an apparel startup known for transparency about factory costs and production. It launched with a $15 t-shirt and has expanded into other clothing, shoes, and bags priced from $15-$345. 2. The Shoe Park pop-up store in NYC was Everlane's first experiment with in-store inventory. It featured interactive shoe displays and complimentary refreshments. Customers could try on sizes and purchase items to take home that day. 3. While Everlane has done pop-up events, the Shoe Park store represented a new level of engagement by allowing customers to browse, try on, and purchase inventory on-site. This helped further build the Ever

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 4

    Case Study G3: Everlane

    Case Objective Customer experience, Everlane’s EUI and channel value creation
    Videos: Inside Everlane’s pop-up Soho shoe ‘park’ l Glossy

    Recommended Readings Everlane.com


    and materials:

    Brook&Lyn creates minimal fashion showroom at Everlane offices

    https://www.dezeen.com/2016/09/30/everlane-pop-up-store-shoe-park-
    robert-storey-new-york-usa/

    EVERLANE SHOE PARK POP-UP STORE IN NEW YORK (attached below)

    Are Online Waitlists for Fashion Items a Total Scam?


    https://www.everlane.com/coming-soon/womens

    Feel free to draw on other articles and references as appropriate.


    The Task Begin by providing a brief introduction of Everlane to the classmates.

    1. What are the service outputs created by Everlane online website


    for its customers that you can identify? Focus on highlighting
    unique aspects that are different from other online apparel
    websites.

    2. Based on the article below, what is (are) the unique service


    output(s) created by “Shoe Park pop-up store” compared to
    previous pop-up events? Also, highlight the differences in service
    outputs created by “Shoe Park pop-up store” with Everlane online
    website. Why do you think Everlane kept investing on pop-up
    events or pop-up stores?

    3. Would you consider the pop-up event as a distribution channel?


    What about the pop-up store?

    4. In the article below, the Shoe Park pop-up store was described as
    “the physical retail space definitely reflected the company’s e-
    commerce roots” (under the EVERLANE SHOE PARK paragraph).
    Based on the explanation and your experience with the website,
    what do you think Everlane is trying to achieve?

    5. The article below mentions “While Everlane does not have plans to
    open any brick-and-mortar stores…”. Did they not open any brick-
    and-mortar store? Why do you think they made such decision?

    6. Discuss the role of waitlist in Everlane both from the consumer


    perspective, as well as the business perspective. Also tell us about
    the role of “Choose what you pay”.
    Other than these questions, if you find anything interesting that is relevant
    to this class, share it with us!

    Submission  Case Presentation should not exceed 30 minutes, (including 10-minute


    Q&A).
     Although there is no need to submit a typed/ word-processed report,
    please include bibliographic reference and citations to any additional
    secondary titles.
     The email title should include [CVCX]
     Email me your presentation to eunsoo@ntu.edu.sg two days before
    your presentation date by 10pm. After the case presentation, please
    upload the slide @NTULearn for sharing purpose.

    CASE STUDY – EVERLANE (Modified from source:


    https://www.fungglobalretailtech.com/research/everlane-shoe-park-pop-store/. The link is expired)

    EVERLANE SHOE PARK POP-UP STORE IN NEW YORK

    Everlane, an e-commerce apparel startup based in San Francisco, held a shoe and bag pop-up in New
    York’s SoHo neighborhood last week. The Shoe Park pop-up store ran from May 13 through May 22.
    While Everlane has held other pop-up events, the Shoe Park retail space was its first experiment
    with in-store inventory.

    COMPANY OVERVIEW

    When Everlane was founded in 2010, offering a single T-shirt style, its mission was to provide
    consumers with “radical transparency.” The company challenges its customers to “Know your
    factories. Know your costs. Always ask why.”

    This radical approach directly addresses social issues associated with the fashion and retail
    industries, as well as retail markups—which are often eight to 10 times production cost. Founder
    and CEO Michael Preysman has said, “We want the look of Céline and the ethics of Patagonia.”
    Often referred to as the next J.Crew, Everlane has come a long way since first launching its $15 Box-
    Cut Tee. It has expanded its offering to sweaters, jackets, leisurewear, shoes, bags and menswear,
    with prices ranging from $15 for the original T-shirt to $345 for an Italian-made leather tote. In 2014,
    Everlane’s revenue doubled from $12 million in 2013, and its gross profits more than doubled, from
    $8.1 million to $18 million, according to financial researcher PrivCo. The firm estimates that
    Everlane’s 2015 sales totaled $35 million.
    …

    EVERLANE SHOE PARK

    Everlane seemed to be dipping its toes into the brick-and-mortar waters with the Shoe Park pop-up,
    but the physical retail space definitely reflected the company’s e-commerce roots. Before entering
    the space, visitors had to check in with an associate, and provide their name and email address.
    Next, they were asked to remove their shoes, checking them in at the front before entering the
    shopping area. Everlane described the space as “an elevated playground,” and advertised it by
    saying, “There’s only one rule in our playground: You have to leave your shoes at the door. From
    there you can walk, sit, climb and jump through our interactive installations—all designed to let you
    try out our shoes while having a little fun.”

    The pop-up was beautifully—and smartly—designed by Robert Storey of StoreyStudio, who wanted
    to create installations that “both display and engage.” With playground influences apparent in the
    shoe displays, the space lived up to its concept. The surfaces behind the shoes were reflective, so
    shoppers could get an instant 360-degree look at the product. Instead of making shoppers wait while
    a store associate fetched their size from a back room, Everlane had all sizes on display, so shoppers
    could try on different styles at their leisure. Everlane also offered shoppers complimentary coffee,
    juice, rosé wine and even Shake Shack custard at different points over the week.

    While Everlane has previously organized temporary retail spaces where shoppers could see products
    in person, this was the company’s first foray into in-store inventory. “Play with a pair you like and
    you’ll be able to leave with them that day,” the event’s webpage promised. After making their shoe
    and bag selections, shoppers checked out with store associates armed with iPads. Receipts were
    conveniently emailed to the address shoppers had provided upon arrival, and they were welcome to
    continue exploring the space or indulging in treats before picking up their purchase on their way out,
    as they got their shoes back. If they were not satisfied with their purchase, shoppers could make in-
    store returns through May 22—the last day of the pop-up—or via mail within 90 days of purchase.

    Shoe Park offered a simple yet engaging shopping experience that was consistent with, and helped
    further build, the Everlane brand. Minimalist, well designed and customer focused, Shoe Park
    reflected many of Everlane’s core tenets. The company is constantly experimenting with new ideas
    for e-commerce, including one-hour delivery, “choose what you pay” sales to deal with overstock,
    and a combo weather and shopping app that suggests outfits based on the weather conditions in the
    user’s area. While Everlane does not have plans to open any brick-and-mortar stores and has yet to
    see a net profit, we think it is a retailer to keep an eye on as it continues to innovate in the e-
    commerce space.

    You might also like