EVERLANE
By: Nina Squicciarini, Alyssa Dancel, and Isis Benitez
https://docs.google.com/presentation/d/1t2-kK8M-X8eC9tttY1EWx-mAS9X9MLdYuNhfXx_S1l0/edit?usp=sharing
https://docs.google.com/presentation/d/1t2-kK8M-X8eC9tttY1EWx-mAS9X9MLdYuNhfXx_S1l0/edit?usp=sharing
-Earned Media
· Publicity
o Influencer Engagement
o Celebrities photographed in Everlane
§ (Angelina Jolie, Meghan Markle, ect.)
o Newspaper Articles
-Shared Media
· Partnerships
o Postmates
§ Same day delivery for purchased Everlane items in San Francisco and New York
§ https://postmates.com/developer/everlane
o MiiR
§ Promotion of eliminating virgin plastics from their supply chain through #ReNew Line,reduce use of single use plastics through Miir’s premium reusable products
o Package Free Shop
§ Raise awareness on the unnecessary plastics involved in our daily lives and how these plastics are recycled for their clothes through #ReNew Line
o Surfrider Foundation
§ Reduce the amount of plastics that end up in our oceans
o ACLU
§ 100% Human line $5 of each purchase from line goes to ACLU
-Social Media
o Everlane is very active on social media. This is the best way to connect with millenials to spread the message about making the world a better place.
o Interact with customers and responds to their messages/questions
§ Instagram
· Transformation Tuesday
o Allows followers to ask Everlane questions and creates a relationship with their costumers
§ YouTube
· Contains many informative videos and commercials
§ Twitter
· Constantly keeps customers updated and informed as the company develops
§ Facebook
§ Snapchat
· Provides a behind the scenes perspective for viewers
§ LinkedIn
· Embraces their transparency and purpose
· Lists employes
o The employees make Everlane’s message more personal than a statement coming from the general company
-Owned Media
· Website
o Everlane’s website provides the most information about their goals and purpose
§ Transparency→ consists of specific information about healthy factory conditions
· Photographs of worker and workplace
· Information about the work environment, employee wages, work hours
§ Provides information about clothing collections that reuse materials and save the benefit
§ Everlane compares their prices to traditional retail prices
· Advertisements
o Commercials
o In newspapers
o Billboards
§ Everlane promotes unaltered images in their advertisements
· Realistic advertisements with natural women
· Ex: In a Everlane underwear advertisement a woman was displayed with stretch marks and this is important to embrace body positivity
o Search Engine
§ When you look up Everlane on the Internet you will immediately see their products
· Physical Stores
o Located in New York City and San Francisco
§ Popular cities and many people will see the stores
o People can see the clothes in person and feel the quality material
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