Targeting consumers with the Millennial mindset by reflecting their values and emotions
Everlane, an online retailer of high-end basic apparel has had huge success since launching in 2011. By creating well designed lasting styles for women, men and children, their range has achieved wide approval.
The brand not only offers all year round basics at substantially lower cost than traditional rivals but also plays to the values and emotions of its target customer.
Their basic philosophy of ‘Radical Transparency’ throws open the exact cost of producing each product as well as their mark-up. In addition, as a customer, you are introduced to each factory, how and where your garment is made, and can be sure that it is made in decent and humane conditions.
Images from Everlane's website: https://www.everlane.com/