UNIQLO'S Opponent Is Coming To China! No Discount. Would You Like It?

Where is everlane sacred?

Recently, everlane, an American Internet luxury brand with three offline stores, has officially entered the Chinese market and will open an overseas flagship store in tmall global on August 26.

At present, its tmall store has accumulated nearly 15000 fans, and will sell a full range of products such as men's and women's wear, as well as the latest eco-friendly footwear series, tread by everlane, launched this year. At the same time, the brand has also opened official wechat account and official microblog to comprehensively enter the Chinese market.

From a T-shirt to a valuation of $2 billion

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

Everlane was founded in San Francisco in 2011. It started with a simple T-shirt, and now its product line has expanded to men's, women's, bags, shoes and other categories.

As an Internet luxury brand in the United States, jeans and T-shirts are two important categories of everlane. They have been focusing on the basic styles of high quality, environmental protection and simple style. We insist that we should pay more attention to the spirit of environmental protection and only pay attention to the spirit of environmental protection.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

In just a few years, everlane has achieved explosive growth and become the most interesting and innovative enterprise in the industry.

At the beginning, angel round investment of US $1.1 million was obtained with a T-shirt. The sales volume reached US $12 million in only two years after its establishment. In 2015, it exceeded US $50 million, and in 2016, it exceeded US $100 million. In the same year, we obtained a round D financing of US $17 million. At present, the valuation is close to US $2 billion.

Here comes UNIQLO's opponent! Never sell a discount brand!

Everlane has been targeting the millennials in the city as its target customers, so that designers can fully understand consumers' ideas and consumption habits, and design products based on feedback and data. Therefore, the launch cycle of new products is different from the seasonal release of traditional fashion, and different marketing strategies will be formulated according to the needs of users.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

The first underwear and underwear of everlane were launched in 2018, including underwear for men and women.

No trend, no discount and transparent pricing

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

Ever since everlane was founded, it has not played according to the routine in terms of production or marketing mode. The reasons why TA can maintain its vitality can not be separated from the following four points:

1. Don't pursue the trend and sell the basic funds

Similar to UNIQLO and Muji, everlane is also based on the product concept of "10 years old", focusing on classic basic styles and paying attention to quality. Even T-shirts from the beginning of the brand are still available.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

2. Never discount, new slow

Compared with the new rhythm of Zara and other fast fashion brands every week, everlane puts on no more than 100 new models every year. It does not pursue the trend at all and runs counter to fast fashion.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

And, never discount! He did not participate in the seasonal price reduction, and once shut down the website for a day on "Black Friday" to protect the value of the brand.

3. Highly transparent pricing process - core strategy

Everlane's core business strategy is "price transparency". It can be seen from the official website that there are three kinds of prices for a commodity: the lowest price (commodity cost + freight), the middle price (commodity cost + freight + operating expenses), and the highest price (commodity cost + freight + team operating expenses + company development funds). In this activity, customers can choose what to pay.

Here comes UNIQLO! A never discount, only sell basic clothing brand into China!

Such a transparent price can not only improve consumers' loyalty to the brand, but also further strengthen the brand image of "quality price ratio". Everlane, an ordinary T-shirt is at least 156 yuan, and a pair of jeans costs about 600 yuan.

4. Marketing through social networks and online celebrities

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

In order to promote its new products, everlane has rented rooms in high-end hotels in New York, San Francisco and Los Angeles. Consumers can book online in advance and go to the site to try on shoes. If appropriate, they still have to go back to the store to place an order.

Everlane also launched everlane now, which allows consumers in New York and San Francisco to receive products within an hour of placing an order online.

The New York flag store only sells best-selling goods and new products

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

So far, everlane has three physical stores in the United States, which are located in New York, San Francisco and Los Angeles. The Los Angeles store opened in August this year. It is reported that in September this year, the brand will open its fourth store in Brooklyn.

Here comes UNIQLO! A never discount, only sell basic clothing brand into China!

Everlane, which once threatened never to open offline stores, finally opened its first flagship store in 2017. And every time before opening a store in a new city, it will open a showroom or a flash store to test the water to attract local consumers.

In 2016, everlane opened a showroom called fit studio in its San Francisco headquarters office to let customers experience and purchase new products.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China! Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

Everlane opened its first flagship store on Prince Street in New York in December 2017. The shop covers an area of more than 180 square meters. The space design is mainly white and pink, with green plants, wood, granite and other elements, in line with the brand's simple style and soft color style. There are three rest areas in the store for holding community activities, dialogue forums, etc.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

So, what are the characteristics of this store?

* only new products, best selling items and special products designed for New York stores will be displayed

* innovatively put forward the concept of "experience store". When placing an order in a physical store, you should also follow the online process.

* customers can make an appointment for the store's personal styling design, and can also directly return or exchange goods

* cooperate with local brands in New York to carry out various activities, such as yoga classes, meditation classes, public lectures, etc

Here comes UNIQLO! A never discount, only sell basic clothing brand into China!

In addition, jeans are the only product in the New York store that can't be purchased on site. Customers can only try them on and order online. There are many styles and sizes of jeans.

In addition, everlane has opened a one month flash store in LA to promote its new eco-friendly footwear series, tree by everlane, launched in April this year.

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

Here comes UNIQLO's opponent! A never discount, only sell basic clothing brand into China!

After two years of development, such as allbike, track shoes and sportswear shoes with a price of US $200 million, we can choose from the first design of sportswear shoes, such as everdad, which can be developed in two years.

- Summary-

Even though everta's success is fast, it's still fast. The way to succeed is to some extent similar to UNIQLO.

The income sources of the two brands are from basic models, and simple, comfortable and affordable have become the daily choice of consumers. At the same time, Ta also actively announced the list and information of the supply chain, so as to improve brand transparency and gain more trust from consumers. Everlane is just beginning to have more online stores than UNIQLO.

In addition to everlane, many overseas clothing brands have also entered the Chinese market, either to open online flagship stores or to directly open offline physical stores.

In April 2019, allbirds, an American innovative footwear brand, entered the Chinese market and opened its first store in China in Taikoo Hui, Xingye, Shanghai.

Other stories, a high-end brand of H & M, also announced that it would open its official flagship store on August 29, this year, and has gained 16500 fans.

Of course, not all foreign brands can go smoothly when they come to China. For example, British fast fashion brands Topshop and new look, and American fast fashion brand Forever 21 have withdrawn from the Chinese market.

How should foreign brands read the local economy?

Can everlane capture the hearts of Chinese consumers like UNIQLO? Is the current mainstream consumption concept suitable for China? Will offline stores be opened in China in the future? Are you optimistic about this brand?