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E L V a E n r E

FASM430- Professional Portfolio Practices Professor Patti Cappalli Taylor


Everlane is an online-only retailer with basic products which unveil the truth behind the production process. Their “Radical Transparency” allows customers to be informed about their purchases through the visibility of factories where the garments are made and their true costs to be produced. The brand launched in November of 2011 with a single T-shirt style and has organically grown to span 150 products over various categories. With this being said, Everlane has yet to introduce denim jeans into their product lineup or delve into the realm of sustainability within their processes. I am proposing a collection of jeans, which would use an innovative material while making a serious impact on the plastic pollution in our oceans. Introducing the brand to an innovation process of production called up-cycling, which uses recycled plastic to create a high performance eco-yarn. This key item would not only be introducing jeans into their product mix, but show customers that they are also conscientious and responsible of their decisions along the garment lifecycle. This would also allow Everlane to partner with a philanthropic cause such as Oceana, who strive to protect our Earth’s Oceans, and also Blue Jeans Go Green, a denim recycling facility. Diversifying their product mix through a sustainable denim collection would not only boost sales, but move the company towards becoming even more responsible.









about everlane


company overview mission statement Aesthetic current positioning Unique selling point current promotional activities Distribution future growth plans swot analysis

market analysis


perceptual map current placement current competitors

target consumer


demographic/ lifestyle segmentation consumer profIle

proposed extension


Everlane x sustain eco-denim competitors The oceanic collection fabric composition sourcing/ production branding care instructions partnerships












company overview Michael Preysman quit his job as a venture capitalist to fill a void in the industry, which lacked retail innovation and transparency. In response to the excessive markups that are taken on most designer clothing, he founded a business based on the idea of “Radical Transparency.” Everlane launched in November 2011 as an online-only retailer with a single T-shirt style produced outside of Los Angeles. Since then their product offering has stretched to 150 including: apparel for men and women, accessories, shoes and stationary. The idea was simple: to offer beautiful basics without the traditional markups, and reveal the true cost of production to our customers. Everlane promises to deliver items to consumers at just double the markup of what it costs to produce the product. They inform the customer by providing factory information and pictures, the pricing breakdown and markup amount compared to a typical retail breakdown.

MISSION STATEMENT — introducing —

Radical Transparency Know your factories. Know your costs. Always ask why.


? 7








CURRENT POSITIONING When comparing Everlane to other brands, its price range is very competitive to most mid-level brands. While the brand cannot compete price-wise with certain mainstream brands, Everlane is able to maintain a high-level of quality and brand values, which are important factors

to the Everlane customer. However, there is clearly an opportunity for Everlane to embrace new tactics to capture the ethically conscious and sustainable consumer, which is a growing market.

UNIQUE SELLING POINT Everlane uses radical transparency as a unique approach to fashion retailing. By providing an unprecedented amount of information about their sourcing practices, Everlane sets themselves apart from other retailers in the marketplace. Eliminating the middleman, or wholesaler, allows for Everlane to sell their garments at cost with a minimal markup. This transparency allows for expansion into sustainability since it is already aligned with their brand’s values and mission statement.


CURRENT PROMOTIONAL ACTIVITIES Everlane primarily uses a wordof-mouth marketing strategy, which is strongly driven by the company’s social media platforms. The annual budget for advertising is estimated to be between 10,000 and 20,000, or less than 5 percent of total company spending (Shoot). The company fully utilizes Twitter, Facebook, Pinterest, Snapchat, and Tumblr for marketing, customer service, and communication. The brand also features video content for the website, as well as applicable social media sites, like Instagram and Periscope.

Because Everlane relies heavily on this organic growth, public relations and celebrity endorsements are crucial to their promotional plan. Celebrities ranging from Jessica Alba to Taylor Swift have been photographed wearing Everlane products (Fleming). Everlane offers a membership when customers enter the e-commerce site which includes exclusive deals and offerings. Each order includes a thank you note for choosing Everlane. There is also a member reward for referring a friend to Everlane (Daline).


Distribution Online: In recent years, consumers have grown accustomed to shopping online, replacing brick-and-mortar stores with online shopping platforms such as Amazon. Consequently, Everlane has been able to take advantage of these new shopping behaviors and quickly gain momentum with an online-only presence. By doing this, they are able to eliminate many of the overhead costs that come with brick-and-mortar stores and pass these savings on to their customers, offering luxury products at half the price without sacrificing quality or values. Therefore, the Everlane customer receives the best price for the best quality, with full transparency through the steps of production. They

also have a chat option available which is powered by Facebook’s Business in Messenger tool, which allows customer service and sales to be run through Facebook Messenger. Pop-Up Shops: Even though Everlane does not envision opening a flagship store in the near future they have used popup shops as a platform to bring together and educate their consumer. Ultimately, pop-up shops are an opportunity to engage the customer face-to-face, allowing shoppers to interact with the brand and experience the quality and fit of the garments before purchasing the item.

FUTURE GROWTH PLANS In the future, Everlane has spoken about expanding their product categories and styles to include an even greater assortment for both men and women. They are also expanding into categories such as stationary and home goods (Ransom). Founder, Michael Preysman, is setting Everlane up for growth by releasing 170 new products throughout the year, as compared to 110 products (Britt). Within their offering in the accessory category, such as weekenders and tote bags, they plan to keep breaking into a higher priced market (Indvik). Even though the company’s financials are kept private Women’s Wear Daily reported in October 2015 that revenue would hit $30 million, and that the young company could well turn a profit this year.


Strengths High growth rate has attracted positive reaction from investors Pure-play online model allows for low overhead expenses Leader in the industry in offering radical transparency for consumers High value products for affordable price point Strong factory relationships


Leadership positions balanced in backgrounds between retail and fashion industries for unique perspective

Weaknesses New players to a saturated clothing market Pure-play model eliminates in-store experience element for customers Shallow product assortment in terms of design and color options Long waiting lists and quick sell-outs eliminate potential sales, due to growth exceeding available infrastructure Top leadership/ CEO has no retail background or experience Low brand awareness


Create more in-depth product assortment New marketing strategies to produce more brand awareness to the company Utilizing new technologies to promote brand through new social media platforms Become a multi-channel retailer, incorporating new points of sale



Threats Increasing costs of manufacturing and development, in raw materials and labor More companies could choose to become more transparent within already established brands, creating more competition Fast fashion brands like H&M Conscious Brands offering more trendy clothing at lower price points 13




It is estimated that online shoppers in the United States will spend $327 billion in 2016, an increase of 45 percent from $226 billion in 2012 (Rueter). Online apparel and accessories sales represent nearly $68 billion of this projected number (Emarketer). Furthermore, in 2016, e-commerce will account for 9 percent of total retail sales, up from 7 percent in 2012, as reported by Forrester Research Inc. (Rueter). As the digital world evolves, the consumer’s path-topurchase has become anything but straightforward. Although television, print, direct mail, and word of mouth still play important roles, digital now amplifies each of them while also providing marketers and consumers with a plethora of new communication channels (comScore). More recently, mobile devices have grown at a rapid rate, fundamentally altering the path a consumer takes on their purchasing journey.

Now customers have the ability to obtain pricing and product information at their fingertips whenever and wherever they choose. In fact, customers readily compare and contrast prices prior to making a purchases to ensure they are getting the lowest possible price (Fulgoni).







With consumer use of mobile devices becoming commonplace, physical-store retailers are finding themselves in a tricky position: In “show-rooming,” consumers visit retailers’ stores to “touch and feel” a product, but they consummate their eventual purchase online afterwards. In fact, about onethird of consumers say they have show-roomed, with fully 50 percent of show-roomers saying they always intended to buy online but wanted to see the product in person before buying (comScore [Webinar], 2014). When asked why they show-roomed, 73 percent said it was because the price was lower online.


Mobile now accounts for 60 percent of all the time spent on the Internet and 60 percent of the time spent visiting the retailer-site category. And, in any given month, about 30 percent of the visitors to the Web sites of leading retailers do so exclusively using a mobile device. As a result, no retailer today can afford to not have its Web site tuned for mobile visitors. Everlane is capitalizing on these online shoppers through their pure-play business model. While widely questioned at the beginning, perhaps even more so because theCEO Michael Preyman does not have a fashion background, their strategy has maintained low costs comparatively. Solely selling through digital means, and through the mobile app, has given them the advantage. In 2013, Business of Fashion and Forrester Research predict that through 2017, U.S. online retail sales will grow about 10% each year and will reach $370 billion in sales by 2017. This $100 billion dollar rise in a five year span is due to the rise of mobile devices and the growth of infrastructure to support mobile commerce (Reuters).


PErceptual map

current placement Everlane has eliminated traditional elements like the “middlemen� and brick-and-mortar retailers from their pricing structure to create a new value proposition for customers with a lower price product of the same quality, sometimes reducing the cost of an item.


Sometimes the simplest things are the hardest to find. So AYR, or All Year Round, made a line for everyday life, to simplify everything. The line offers an edited collection of womenswear, with a focus on denim. It emerged in a wave of post-recession brands rethinking the traditional brick and mortar retail model. Launched in February 2014, it was co-founded by Maggie Winter, Jac Cameron, and CEO and Founder of Bonobos Inc., Andy Dunn. Menswear label Bonobos built its reputation on butt-flattering trousers for men, and AYR is now their line for women. Also like its brother company Bonobos, AYR launched exclusively online. The vertically-integrated womenswear line is headquartered in New York City.

c o m p e t i t o r s

Reformation is a Los Angeles based fashion company that uses new sustainable textiles, re-purposed vintage clothing, and rescued dead-stock fabric from fashion houses that over-ordered to create their sleek styles. They design, manufacture, photograph, and sell their products all from the same warehouse and factory, which gives them the ability to better track the quality and transparency of their operations and garments. In addition, Reformation incorporates sustainable solutions in their entire business operations. From using recycled paper to non-toxic cleaning supplies to energyefficient lighting, Reformation is committed to sustainability from the inside-out.

c u r r e n t

Vince was founded in 2002 with the fundamental principle of creating a collection of iconic essentials women and men would want to wear every day with a focus on distinctive design, enduring style and uncompromising quality. Their story began in LA with a highly edited collection of women’s knits and cashmere sweaters sold exclusively in department stores. They have now grown into a global brand with a full expression of the Vince lifestyle, from women’s, men’s and kids’ ready-to-wear to denim, footwear and select accessories. Vince continues to be synonymous with a modern, timeless aesthetic and effortless sophistication.



The specific segmentation the Everlane customer is apart of are the ‘Thinkers.’ They have “ought” and “should” benchmarks for social conduct, and have a tendency toward analysis paralysis. These customers are not influenced by what’s hot, but instead make informed decisions to buy proven products. Use technology in functional ways because of their preference of traditional intellectual pursuits.



Everlane targets the Millennial customer between the age of 18 to 35 years old. There are currently 80 million Millennials in the United States, and are now responsible for $1.3 trillion in direct expenditure a year, including $430 billion in discretionary, or nonessential spending. They are highly educated, career driven, politically progressive, have a strong brand loyalty, and put an emphasis on high-quality products. They are tech-savvy, social media driven, and like to shop online. Gadgets, clothes and accessories remain the most important items for the Millennial customer to spend their discretionary income on.





Sahara Ray Age: 24 Location: Brooklyn, New York Education: B.F.A from Parsons Occupation: Freelance Illustrator Salary: $70,000 Transportation: Subway or bicycles around her neighborhood of Bushwick Status: Single VALS Profile: Thinker Fashion Style: Minimal, Clean & Chic Interests: Soul Cycle, Kick-boxing, Pure Barre, Frequenting Museums, Drawing in Central Park Lifestyle: Environmentally Conscious & Healthy Living Brands she shops: Honest by, Whole Foods, Study NY, Farmer’s Markets

Brief Bio Sahara is always one to plan, research, and consider before her alternatives upon arrival of a decision. Instead of being persuaded by fashion trends, she gravitates towards a high level of quality and craftsmanship. Her lifestyle follows an organic lifestyle from the items she puts into her body to the products she puts on her body. Having an entirely holistic view gives her a well rounded outlook, which follows through with everything she purchases. She is at a point in her life where bettering herself is her main focus.



With the momentum of sustainablity across all industries, being eco-friendly, or “green”, has become the norm. In the past few years eco-fashion has shed its dowdy image and become associated with style as the high street starts to embrace green issues. Design, however, still remains the number one factor in fashion because green credentials can only appeal when the design is right. Transparency is where the world is heading because people are empowered by knowledge. The consumer has the right to know where the product comes from and its costs. This is especially important for a younger consumer where price is paramount. In fact sixty-four

percent of millennials would rather wear a socially-conscious brand than a luxury brand (Lieber). To merge the current ‘Radical Transparency’ of Everlane with a sustainable initiative through a women’s jean collection the company is introducing denim into their product mix while mindully respecting our planet. Since the company produces staple items for your wardrobe I found it surprising that the company was not already producing jeans for both their male anad female customers. This is when I discovered an opportunity for Everlane to meld this new product category with sustainable materials to reach new customers and incorprate a growing trend. 21

ECO-DENIM competitors

In 2000 the creators of KUYICHI realized the need to introduce organic cotton into the clothing industry. It was during their past experiences in the development of fair trade organic coffee and fruit business in Latin America that they discovered the cotton industry was a major proponent in the pollution and poverty among the factory workers. After failed attempts at trying to convince major players in the denim industry to use organic cotton in order to improve the working and living conditions of workers, KUYICHI was created in 2001 as a response. They embrace the principle of the recycling process and aim to become a completely closed-loop collection. Leading the way in sustainable fashion from recycled cotton, recycled plastic bottles and alternative materials such as hemp and tencel.

Founded in 1989 in Amsterdam, the brand specializes in making raw denim—an unwashed, untreated denim. In February 2014, artist and music producer Pharrell Williams announced a collaboration between G-Star RAW and his textile company Bionic Yarn called “RAW for the Oceans,” a collection of denim made from recycled plastic that is found in the ocean. The brand is increasing the use of organic cotton versus regular cotton in these instances as far as sustainable efforts. Since the start of the company back in 1989 the philosophy of G-Star RAW has been, ‘Just the Product” (G-Star RAW). The use of organic cotton, recycled cotton, recycled polyester and Tencel in their products.

DSTLD was founded by Corey Epstein and Mark Lynn who wanted to deliver luxury products at an affordable price point. The main focus of these designer jeans is the superior quality and modern design. Similarly to Everlane, DSTLD foregos the middle man to deliver premium denim and luxury essentials at 1/3 of the traditional retail price. This ethical pricing is also an effort to preserve the integrity of their line and honor the relationships made with clients. Not only have they set a precedent for wardrobe staples, but also in ensuring proper labor practices and conditions. Whenever possible they also employ sustainable materials, natural dyes, and eco-friendly practices and techniques. 22


AS A recent study by PLOS ONE journal approximates that there are 270,000 tons of plastic floating in oceans. To put this into perspective that would be equivalent to taking a single 2 liter bottles and stacking them one on top of the other all the way to the moon and back twice. That’s 270,000 tons of plastic. The study examines how much synthetic material is getting into the oceans and just how this material is affecting seabirds, the marine ecosystem and fish. The biodegration process is started by the sun which splits the plastic into 5 trillion mini pieces of 1/4’’ or smaller (Vortex). Since these particles are so small sealife unknowingly ingest the plastic particles which absorb toxins. If we fail to clean up the plastic and stop the continued pollution of the oceans, we will be facing the potential extinction of many sea life species and the interruption of the entire ecosystem because everything is interconnected.




“We’re the big brained animals on this planet and we’re putting everything in danger because we don’t really understand the planet as a whole, and human beings, through our consumption and our waste, are messing with the system.” -Graham Hawkes







T h e Oce a n i c co llect i o n The Jetty

(def. A narrow, elongated coastal-engineering structure built perpendicular to the shoreline at inlets. Designed to prevent longshore drift and to provide protection for navigation.)

Style: Relaxed Jogger Price Point: $100 87% Cotton, 13% Polyester

The Gyre

(def. a spiraling ocean current driven by the global wind system)

Style: Boyfriend Price Point: $120 87% Cotton, 13% Polyester

The Coralline

(def. green and red algae that deposit calcium carbonate that assists in reef building)

Style: Wide Leg Distressed Price Point: $135 87% Cotton, 13% Polyester


The Substrate

(def. a base upon which an organism lives)

Style: Straight Leg Price Point: $155 87% Cotton, 13% Polyester

The Sediment

(def. loose particles of sand, clay, silt and other substances that settle at the bottom of a body of water)

Style: High-Rise Flare Price Point: $170 87% Cotton, 13% Polyester


fabric composition The fabric used for the Oceanic Collection will be composed of a core, recycled ocean plastic, and organic cotton to make an up-cycled fabric. The core is the center of the yarn which stabilizes the rest of the fibers, and ultimately determines the stretch of the fabric. Next, the core is wrapped in the extruded plastic fibers for strength and durability. Lastly, the organic cotton will be wrapped in the opposite direction on top of the plastic layer for comfort and softness. The helix formation of these two fibers in opposite directions creates a counterforce on each component of the yarn, and there by binds them together, having an effect similar to a “Chinese finger trap.� This in turn creates an extremely durable, long-lasting fabric.

Since the Oceanic Collection for Everlane x Sustain line aims to be fully sustainable from the seed to garment, each component the jean will strive to be ethical and conscious Organic cotton will be used in place of the traditional fiber to reduce the impace on the environment. A single t-shirt alone requires 1/3 of a pound of fertilizer. In just a single pair of jeans up to 8 plastic bottles will be recycled to make those pair of jeans. From not only the PET bottles, but even down to the labels used to adorn the denim, Everlane x Sustain will use recycled, scrap or natural materials. 28

organic cotton Organic cotton production demands a radical change in production practices, processing and manufacturing systems. Organic cotton is 100% pesticide free. Pesticides pollute soil and water, killing wildlife and harming communities. Compared to conventional cotton, organic cotton has a lower carbon footprint and enormously reduces the grey water footprint. Organic cotton has the same soft, rich feel as conventional cotton, often of an even higher quality.

recycled PET Bottles

Plastic bottles are collected, shredded and re-spun. Recycling PET stops plastic from polluting land and oceans. It reduces the need for virgin polyester. Depending on the recycling method, recycled PET can reduce energy use by 84% and greenhouse gas emissions by 71%. It gives a soft and smooth look and feel to the fabric.

vegetable Tanned Leather

Vegetable-tanned leather is tanned using ingredients found in vegetable matter, such as tree barks and leaves. This process has been used since ancient times, and only natural ingredients are used when dyeing the hides. Everlane x Sustain will use scrap leather from their accessory and shoe line to create the back label of the jean. The leather will be naturally tanned and embossed.

Ethical Sourcing Bionic Yarn Bionic Yarn is a New York based textile manufacturing company that uses recycled plastic beverage bottles as a raw material to produce premium yarns and fabrics that are used in making various kinds of apparel and accessories for top brands such as Moncler, Gap and G-Star RAW. Pharrell Williams is currently the Creative Director of Bionic Yarn. Okinawa Okinawa is a label production firm located in the small town of Montagnana, Italy. For Everlane x Sustain they will supply the back patches of the jeans, which will be made of vegetable tanned leather. Okinawa stands for a high level craftsmanship, together with care for the environment and the originality of Italian style. They are certified by the following certification bodies: Oeko-Tex Standard 100 (Tested for Harmful substances) and ISO 9001:2008 (Quality Management System). These standards and guidelines they withold themselves to makes for a great partnership for this product extension. Partnership with Oceana By partnering with Oceana, an international ocean conservation and advocacy organization, Everlane x Sustain is able to be backed by a philanthropic cause. Since Oceana already works to protect and restore the world’s oceans through targeted policy campaigns they would be able to aid in the collection of plastic from our Oceans. Through Oceana’s pollution clean up efforts the collecte plastic debris can directly sent to Bionic Yarn to be extruded down into a fiber.


Production Saitex International Dong Nai (NV) Ltd. Saitex is a manufacturer based in Ho Chi Minh City, Vietnam. They specialize in high end denim as well as wet processing from its state of the art facilities. Their sustainable laundry deploys processes and methods ranging from water recycling, solar energy, green chemistry and air management systems which is in line with intergrational as well as the Detox 2020 requirements. Saitex is LEED certified and has solar panels and wind mills on its premises. In addition, Saitex makes bricks out of ETP sludge and uses these for buildings and pavements. For its production Saitex uses environmentally friendly machinery that makes it possible to manufacture denim with up to 95% less water, less energy and fewer chemicals. The supplier is a bluesign partner, which means Saitex works to achieve the targets of the bluesign system, namely responsible use of resources, clean processes with controlled air and water emissions, safe processes for the workers and safe products for consumers by controlling all chemical inputs and all processes in the mills. Current Customers US (55%): Aeropostale, JCP, American Eagle, Ann Taylor


The Everlane x Sustain garment hang-tag will be made of recycled card stock paper, nickle-free eyelets, and 100% hemp twine.

branding Tapping into the rising trend for conscious consumption, branding makes the end-consumer aware of exactly what they are buying into as the denim industry strives to build on eco-friendly gestures. Labels and tags communicate sustainable production, sourcing and brand ethics.

There will be a QR code provided on the Everlane x Sustain garment’s hangtag, which enables customers to find out where their garment was made and track the entire manufacturing lifecycle of the jean and tips on how to care for your new denim by simply scanning the 32 code on their smartphone. Â

care instructions Washing the SMART way... Instead of just throwing in your jeans with the weekly laundry, reducing the amount of washes can not only keep the denim looking as new, but also significantly reduce the amount of water used. Washing every 10 times a product is worn instead of every 2 times reduces energy use, climate change impact, and water intake by up to 80%. In fact, 58% of the energy and 45% of the water used during the lifetime of a pair of our jeans occurs during the consumer-use phase. That’s why informing the consumer about proper care is vital to reducing the global impact.

1. Freshen up with a quick steaming 2. Spot Clean in between washes 3. Place in the freezer to remove odors and bacteria 4. Soak them in the bathtub inbetween machine washing if necessary 5. When machine washing turn them inside out and add a little detergent. Remember the cooler the water, the more energy you’ll save. And there’s no need to wash them separately, just throw them in with the rest of your dark colored clothing. 6. Don’t tumble dry unless you have to. The movement and heat will add wear and tear, and shorten the life of your jeans. instead...… 7. Line dry, and let nature do the work.


Partnership Blue Jeans Go Green One way to contribute to a closed-loop product lifecycle is recycle or donate used items. A partnership with Blue Jeans Go Green, a denim recycling program created by Cotton Incorporated, will offer customers the opportunity to give back to their community in a unique way. After the consumer is done with their jeans they are encouraged to mail in the used denim to the Blue Jeans Go Green recycling center in Phoenix, AZ where it is up-cycled into UltraTouch™ Denim Insulation. When a customer chooses to recycle their old pair of Everlane x Sustain jeans, Everlane will automatically email them a coupon code for 15% off their next purchase to encourage mindful decisions.




In summary, the Everlane x Sustain collection aims to target the conscious consumer who is interested not only in where their products are made, who makes them, and the true cost of production, but also the level of sustainability and ethical soundness of the product on the environment. This product extension will not only launch Everlane into the exo-friendly market, but draw new consumers, and offer a way for consumers to give back. From the wise words of Vivienne Westwood remember to, “Buy less, choose well, make it last.�

SEA the Change.

Think green. And blue.



p p e n d i x


ACCESSIBILITY The accessibility matrix was determined based on the ease of points of sale, for each retailer respectively. This matrix took into account the number of brickand-mortar stores, digital presence, and whether the brand is accessible through other wholesale accounts.

Digital retailer (launched by Bonobos), Home Try On service (try on different sizes at home for virtually nothing-only keep what fits), Guideshop (allows customers to try on and then place a digital order-does not keep things in stock): 1 Number of Brick-and-Mortar Stores: 1 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N Purely digital, personal shopping service offered by email: 0 Number of Brick-and-Mortar Stores: 0 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N Mostly digital, personal shopping service offered by email: 0 Number of Brick-and-Mortar Stores: 1 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N Digital and brick-and-mortar (three locations: 1 California, 2 NY), moderate brand awareness: 3 Number of Brick-and-Mortar Stores: 3 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N About 65 stores, online presence, Shopbop: 65 Number of Brick-and-Mortar Stores: 65 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: Y (Loeb) 38

PRICE The price range refers to the prices represented between the bulk of the brand’s items, not necessarily all of the products. While Everlane does offer both men’s and women’s apparel and accessories, this map focuses on womenswear only.

Digital presence, occasional pop-up shops, purely organic growth Number of Brick-and-Mortar Stores: 1 (pop-up) Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N Over 600 stores, strong digital presence, part of Gap Inc., international presence, high brand awareness Number of Brick-and-Mortar Stores: 600 Online Presence: Y Wholesale Brick-and-Mortar : N Wholesale Online: N (Schawbel) About 30 retail stores, 75% of business still done through wholesale contracts with department stores (Neiman Marcus, Bloomingdales, Barney’s), e-commerce presence, presence in 48 countries, moderate brand awareness Number of Brick-and-Mortar Stores: 30 Online Presence: Y Wholesale Brick-and-Mortar: Y Wholesale Online: Y (Mellery-Pratt) About 300 stores, 100 outlets, strong online presence, currently building international presence, high brand awareness Number of Brick-and-Mortar Stores: 465 Online Presence: Y Wholesale Brick-and-Mortar: N Wholesale Online: N







U.S. CONSUMER SALES of organic products exceed

$39 billion

Over half a billion dollars in U.S. organic

51% of families are BUYING MORE



were tracked last year

products than a year ago


Over FARMS are transitioning to organic across the country

There are


26 percent of

in the U.S.

years old

organic inspectors

organic farmers are under 45


10.6 million

organic APPLE BOXES were produced from last year’s crop

Over USDA employees have completed ORGANIC LITERACY education

ORGANIC SOY pays more than


per bushel over conventional

There are

COFFEE is the

largest organic import valued at $333 million

3X more

EARTHWORMS in organic soil


SYNTHETICS have been removed, denied or restricted for use in organic since 2008


fair labor component

The organic sector’s integrated value chain not only delivers organic products from seed to shelf, but helps to capture consumer demand for the benefit of the farmers, the economy, and the public. OTA is proud to represent over 7,000 farmers, ranchers, handlers, processors, distributors, and retailers committed to organic.

Learn more at


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Ranson, Diana. ‘Everlane And Its Radical Idea of Fashion’. N.p., 2015. Web. 02 Nov. 2015. Reuters. According to Forrester, U.S. Online Retail Sales to Rise 10 Percent Annually. The Business of Fashion. 13 March 2013. Web. 28 Oct. 2015. Rueter, Thad. ‘Industry Statistics - E-Retail Spending To Increase 62% By 2016’. Internet Retailer. N.p., 2012. Web. 27 Oct. 2015. “Segment Explorer.” PRIZM Market Segmentation Research. Nielsen, n.d. Web. 09 Nov. 2015. Sherman, Lauren. “Everlane Appoints Rebekka Bay Head of Product and Design.” The Business of Fashion. N.p., 24 July 2015. Web. 10 Nov. 2015. Shontell, Alyson. ‘Hot Startup Everlane Wants You To Know You’re Being Screwed Over By Retailers’. Business Insider. N.p., 2012. Web. 25 Oct. 2015. Shoot, Brittany. ‘Providing Affordable Luxury-Quality Clothing To The Masses At Age 29’. Entrepreneur. N.p., 2014. Web. 20 Oct. 2015. Tellez, Cami. “The Ocean’s Plastic Problem.” World Policy Institute, 11 September 2014. Web. 04 Nov. 2015. Textile Exchange: Creating Material Exchange. Textile Exchange, n.d. Web. October 2015. “THE PROCESS: FROM BLUE TO GREEN.” BLUE JEANS GO GREEN. Cotton Inc., n.d. Web. 09 Nov. 2015. Westbrook, Gina. “Eco Worriers: Global Green Behaviour and Market Impact.” WARC. Euromonitor International, June 2015. Web. 08 Nov. 2015.



Profile for Brynn McKinstry

Everlane: Capstone Project  

Online retailer, Everlane, has yet to introduce denim jeans into their product lineup or delve into the realm of sustainability within their...

Everlane: Capstone Project  

Online retailer, Everlane, has yet to introduce denim jeans into their product lineup or delve into the realm of sustainability within their...