Introduction to Everlane’s New Strategy
Everlane was once part of a group of retailers who claimed to do things differently. They achieved this by cutting out the middlemen and selling directly to the consumer, thereby eliminating markups. A key aspect of this model was the decision to forgo the use of celebrity brand ambassadors. The idea was that high-quality products would sell themselves, without the need for a celebrity endorsement.
Shift in Strategy
This approach is no longer in effect. Evidence of this change can be seen in Everlane’s new ambassador, Icelandic singer Laufey, who is now the face of the brand’s autumn collection. The decision to sign a prominent ambassador marks a significant shift in the brand’s strategy. This change is part of a broader rebranding effort under the leadership of CEO Alfred Chang.
The New Era Under CEO Alfred Chang
CEO Alfred Chang, who has a background working with notable brands, joined Everlane with the goal of revitalizing the company. The appointment of Laufey as the brand’s ambassador is a key part of this effort. By partnering with a celebrity, Everlane is adopting a more traditional approach to marketing, one that emphasizes the role of brand ambassadors in promoting products.
Implications of the New Strategy
The move to appoint a celebrity ambassador suggests that Everlane is moving away from its original business model. By embracing a more conventional marketing strategy, the brand is acknowledging that high-quality products alone may not be enough to drive sales. The use of a celebrity ambassador can help increase brand visibility and appeal to a wider audience.
Conclusion
Everlane’s decision to appoint a celebrity ambassador marks a significant shift in the brand’s approach to marketing. As the company continues to evolve under the leadership of CEO Alfred Chang, it will be interesting to see how this new strategy plays out. The partnership with Laufey is a clear indication that Everlane is committed to exploring new ways to promote its products and connect with consumers.
