What is Retail Transparency?
Everlane, at least for me, was the first company I saw fully embrace the concept of retail transparency. I’m not even sure how I first became acquainted with the their online retail store, but I do remember why I signed up for their emails and website access. They were transparent about their costs to produce high quality merchandise. Part of Everlane’s mission statement is as follows: “At Everlane we’re committed to Radical Transparency. That means showing you all our costs and processes.”
Breakdown of Everlane’s Retail Transparency
They started out with everyone’s wardrobe staple, the t-shirt.
Materials $3.84 + Labor $3.30 + Transport $0.11 = True Cost $7.25
Typical retail cost is $50 but Everlane retails for $15.00
Everlane has built their online business by creating a brand that is classically designed, elegant and high-quality. They have continued their retail transparency with each of their products. They have branched out into silk blouses, purses, shoes and menswear just to name a few. Each piece is a wardrobe staple that is affordable and well-made with quality materials. Since I signed up for their emails, I get announcements on each new addition. And, unlike other online retailers, that will remain nameless, it isn’t a barrage of emails, only the occasional email. In addition, I actually read them!
Creating a Brick-and-Mortar Presence
I was curious to find out if Everlane would go the way of other online retailers such as Warby Parker and Amazon, and start a brick-and-mortar presence. They started with a Pop-Up Shop in New York and last August 2016 they opened their first Brick-and-Mortar store in San Francisco.
Everlane Opens First Brick-and-Mortar Shop
Transparent Even in Print
I wasn’t surprised to receive a print catalog from Everlane. They have been amazing at hitting their customers at all of the consumer touchpoints with a consistent brand message. Of course, being true to the brand, the catalogue is elegantly designed. Best of all it was even transparent about the cost to create the catalog:
Talent/R&D $0.11 + Paper/Ink $.017 + Printing $0.10 + Mailing $0.33 = Catalog $.71
