Everlane

Fashion

Modern basics. Radical transparency. KNOW YOUR FACTORIESWe spend months finding the best factories around the world-the very same ones that produce your favorite designer labels. We visit them often, and build strong personal relationships with the owners. This hands-on approach is the most effective way to ensure a factory's integrity. As an added assurance we also require stringent workplace compliancy paperwork. KNOW YOUR COSTSWe believe customers have the right to know what their products cost to make. At Everlane we reveal our true costs, and then we show you our markup. In traditional retail a designer shirt is marked up 8x by the time it reaches the customer. By being online only, we eliminate brick-and-mortar expenses and pass these savings on to you. ALWAYS ASK WHYWe constantly challenge the status quo. Nothing is worse than complacency, and as a brand our culture is to dissect every single decision we make at every level of the company. We know our customers are also rule breakers and questioners, so we hope this philosophy is palpable in the products and choices we make. And by all means, challenge us too. Dear rule breakers, questioners, straight-A students who skipped class: We want you. everlane.com/jobs

Everlane Audience Insights & Strategic Update

Overview

Welcome to the Everlane Audience Insights & Strategic Update report, where we stitch together data and trends to create a seamless picture of our dynamic audience. Packed with actionable intelligence, this report dives deep into the strategies and demographics that make Everlane a standout in the fashion industry.

Actionable Insights

Mobile Services Superstars:
- WeWork: Dominating the coworking space with a weighted index of 616.
- Tumi: A travel retail leader scoring 394.
Social Media Standouts:
- R/GA, IDEO, and Ogilvy: Leading B2B brands with scores of 494, 417, and 413.
- Timothy McSweeney & Tin House: Top book publishers with scores of 391 and 371.
- Tribeca & Fashion Week: Capturing event highlights with scores of 379 and 347.
- Ian Bremmer & Tressie McMillan Cottom: Influential academics with scores of 376 and 366.
- Naomi Klein & Maria Popova: Influential authors scoring 372 and 369.
- Harvard University & Guggenheim Museum: Leading educational institutions with scores of 349 and 342.
Diverse Categories:
- Pressed Juicery & Jamba Juice: Top juice bars with scores of 326 and 292.
- Lettuce Entertain You (LEYE): Dominating the restaurant group category with a score of 356.
- IFC Films & 20th Century Studios: Leading film studios with scores of 328 and 147.
- Ava DuVernay: Influential artist scoring 303.
- The Book of Mormon: A top musical with a score of 292.

Demographic Breakdown

Age Groups: Our customers span a wide range of ages, with notable engagement among those aged 18-24 and 25-29. Compared to the general population, we see a higher percentage of younger customers, especially in the 18-24 age group.
Income Levels: The majority of our customers have an annual income between $50,000 to $99,999, with significant representation in the $100,000 to $124,999 bracket.
Home Value: Many of our customers own homes valued between $200,000 to $499,999, with a solid segment in the $500,000 to $749,999 range.
Family Structure: Everlane’s audience includes a mix of married couples with and without kids, as well as singles. There is a higher index of lone female parents with kids compared to the general population.
Education Levels: Our customers are well-educated, with a large portion holding a bachelor’s degree or higher.
Home Ownership: A significant number of our customers are homeowners, but there’s also a notable segment of renters.
Commute Preferences: Most of our customers commute by car, but there’s also a growing trend of using public transportation and working from home.
Urbanicity: Our audience is primarily urban, with a smaller percentage living in rural areas.
Occupations: Our customers work in diverse fields, including business/finance, engineering/IT, sales, and arts/entertainment/media.

Strategic Insights

Audience Autopilot™: Our cutting-edge tool providing strategic updates, ensuring Everlane stays ahead in the competitive fashion landscape.

This report is your all-access pass to understanding Everlane’s audience dynamics. Dive in, analyze, and let these insights guide your next strategic move. After all, in the world of fashion, staying ahead of the trends is the key to staying on top!