這是我們在2017年為英國蘇格蘭格拉斯哥大學的學弟學妹們寫的一篇strategy management essay，開頭部分首先介紹文章的具體信息，Everlane成立於2010年，由舊金山的Michael Preysman和Jesse Farmer創立，是一家網上零售商，提供極簡風格的服裝和配飾。該品牌主要依靠其官方網站提供產品和服務以及發布重要的企業新聞。這個品牌在服裝行業中脫穎而出，因為它的簡約風格一直是時尚和持久的正常風格，以及天然和對消費者友善的原材料。
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.