这是我们在2017年为英国苏格兰格拉斯哥大学的学弟学妹们写的一篇strategy management essay，开头部分首先介绍文章的具体信息，Everlane成立于2010年，由旧金山的Michael Preysman和Jesse Farmer创立，是一家网上零售商，提供极简风格的服装和配饰。该品牌主要依靠其官方网站提供产品和服务以及发布重要的企业新闻。这个品牌在服装行业中脱颖而出，因为它的简约风格一直是时尚和持久的正常风格，以及天然和对消费者友善的原材料。
Founded in 2010 by Michael Preysman and Jesse Farmer in San Francisco, Everlane is an online retailer providing clothing and accessories of minimal style. The brand mainly relies on its official site to offer product and services as well as publish important corporate news. The brand stands out in the apparel business because of its minimalist style which has been trendy and persistent to the normcore style, as well as its natural and consumer-friendly raw materials. Another differentiating point is the transparent pricing policy as well as its support for sustainability. According to the content published on the official site of Everlane, the company has a quite transparent and minimal supply chain, where partners are selected through vigorous consideration as well as strict inspection.
Apart from the leveraging the official site as a main marketing communication channel, Everlane has also made appropriate efforts in other social media channels including Facebook, Instagram and Weibo as it is specifically targeting the Chinese market. On the Facebook homepage, information about the new product and services changing in time along with the product renew. For instance, despite the relatively fixed range of product design and categories, innovative and new products are still provided to appeal to a wider range of target audience. For instance, after years of providing only normcore style clothing and accessories, which include oversized, yet meticulously tailored apparels, flats and loafers, Everlane has started to provided heels since the season of 2017 Spring/Summer. As a new product of the brand that has no similar styles before, the heeled loafers have become the main focus of promotion. Therefore, the cover of the brand’s Facebook homepage has been changed into the picture of the new products at the time of new product release (Figure 2).
As is claimed by Faulds and Mangold (2009), there can be a promotion mix comprised by different social media platforms in order to inforce marketing communication as well as generating positive effects from consumer to consumer dialogues. Therefore, the content, timing and frequency of social media management cannot be controlled directly the companies. Yet the results of Everlane efforts in managing their social media platforms are quite successful, for at least the content and image delivered by different social media and the corporate official site is of high consistency, forming a social networks that involves all the different stakeholders (Boyd and Ellison, 2008). However, despite the success of online operations, a rather apparent flaw in the brand’s operations is the fact the brand lacks its offline promotions and retailing sites. As a result, there could be a negative result caused by the lacking of attention to offline campaigns. For instance, Everlane has collaborated with the well-known street style brand and buyer store Opening Ceremony in 2016. Since the brand does not the possess a physical store, the collaboration collection can only be purchased in Opening Ceremony stores (Brown, 2016). As a result, there can be a problem of the conflicts between the two brands in collaboration, which then, could become a risk for the business. Therefore, the importance of offline promotion should also be given sufficient attention in order to reach for a wider range of audience.