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3 Tips Inspired By Everlane’s Denim Product Launch

Jim Babb
Jim Babb

The basics company Everlane, continues to be a gift that keeps giving. Apart from a new pair of jeans, made possible by Everlane Denim launched earlier this month, they provided a great case study on launching fashion in the digital age.

Everlane stayed true to their values as an environmentally responsible and transparent clothing company (going to great lengths to create the cleanest denim possible) and used customer research to identify and create a product that clearly solves a customer need.

These same customer insights went further and helped them use all of their digital touchpoints in an effective way. Here’s how —

Connect with customers by telling the why behind the product

The launch of #DamnGoodDemin had Everlane fans excited, but also curious to know: why?

To announce the new line, Michael Preysman, Founder & CEO of Everlane wrote a letter explaining the journey it took to make jeans that aligned with their values. The letter was shared via email and social and elicited a great response.

Instagram post from Everlane announcing a new product line

Why did it work?

When it comes to casting, reach isn’t everything

Some familiar faces from my Instagram feed popped up in the campaign using the hashtag #DamnGoodDenim showing how they wore the denim in their day-to-day lives. The “cast” wasn’t made up of traditional models, or even traditional influencers, instead Everlane engaged members of the creative class that have followings of ~20K on Instagram, where they share content that inspires their fans.

Everlane model in Instagram shared post

Everlane collaborated with their cast in multiple ways. One modeled the denim on the product, some created content for Everlane’s Instagram story, and one even hand painted limited edition boxes for loyal customers. This sort of casting is useful, especially for a platform like Instagram where inspiration, aesthetic and reach is the secret sauce. Leading with personalities whose lives we see and aspire to everyday makes the endorsement a bit more authentic than Jennifer Aniston drinking a Smartwater in a field (which most small product companies can’t afford anyway).

Why did it work?

Everlane Denim + by Chloe. burger + Wildflower Arrangement = #livingmybestlife

Use your customer insights across their entire journey

Once launched, I was excited to get my hands on a pair myself. They looked great and were in my price range, however, I’m hesitant to buy jeans online. Jeans are an inherently complicated purchase to make — you have to consider lengths and sizes that may be assigned arbitrarily. Add in an extra barrier, lack of in-store access to product, and sizing doubts can creep up quickly (by the way, Everlane did open a few physical pop-up shops letting customers come test them out)

I was surprised to discover the product page allowed me to see how the jeans fit on different sizes. In two clicks I had access to images of the jeans on models of different heights and sizes. This feature was incredibly useful in selling me on the jeans.

Everlane best in class ecommerce clothing fit

Why did it work?

The launch was successful, with most styles on back-order, meaning you’ll have to wait to get some yourself. In the meantime, many of these learnings can be directly applied to your next product launch.

How do you get started?

By Aly Blake