- Joined
- Sep 7, 2011
- Messages
- 356
- Reaction score
- 527
Their product was the model. That was what was supposed to differentiate them. No one ever stopped to realize that the product was mediocre at best. This goes for basically that entire wave of brands. Creating a fake need, “solving” it with cheap, uninspired product and selling as many as they possible can at razor thin margins.
Everlane is definitely mediocre for men and it seems their merchandise offering for men has decreased over time. I think for women it's a totally different story. I've talked to women who say Everlane provides a certain type of minimalist clothing in more democratic sizes than other places that's super easy to order from. I don't want to generalize but I think the lens through which women purchase and just so different. Everlane ticks just enough boxes to make it feel like a better purchase than from GAP (or other corporate brands) with a more refined aesthetic.
as far as keystone, i agree, you can't run a business of any size on keystone, at any scale. too many costs and velocity of sales is not high enough. but there is no way they are making keystone, it has to be more. I don't see there's no real accountability to their "transparent pricing". for a made in LA tee, they put $1.22 on duties (it's made in LA!) . if the duties were on the fabric, which they cost at $1.79 per unit, then duties on fabric was 70%? that makes no sense. also $0.65 at the cost of hardware on a shirt with no tags, zippers, buttons, or other "hardware". for size/care/contents it has a heat stamp that costs pennies.
the transparency and honesty of the company when they first launched felt fresh and important but now they are what they as bad as what they were supposed to disrupt. The disrupter needs to be disrupted with brands that actually make honest goods!