Giới thiệu
Everlane là DTC sustainable fashion brand, thành lập 2010. $200M revenue/năm. USP: "Radical Transparency" - show factory costs, markup, retail price (e.g., $50 sweater: $20 cost, $30 margin). Sustainable factories (audited), carbon neutral shipping, no sales/markdowns (Choose What You Pay).
Case Study
Customer buy organic cotton tee: see $7 materials + $8 labor + $2 transport + $33 markup = $50 retail. Factory transparency: show photos, worker conditions, certifications. Choose What You Pay: end-of-season, customers pick price ($15/$30/$50), move inventory without "sale" stigma. Kết quả: $200M revenue, B-Corp certified.