Everlane: radical transparency17-11-2021
Differentiation is based on "radical transparency" as a disruption: everything revolves around the communication of this transparency: from information on the cost of the product, to where it has been manufactured and by whom.
More and more customers are demanding this transparency in order to trust a brand or retailer. They know that their purchasing decisions can contribute to improving the world, and they demand that companies provide as much information as possible about their values, philosophy, production methods, etc.
EVERLANE has put the concept of radical transparency on the retail map. On their website and in their stores, they provide information about the origin of the materials: natural materials from organic farming or fabrics from recycled materials. They also inform about the factories in which each product has been produced and ensure that they have been selected for their business ethics. And to demonstrate their transparency, they detail the cost of production of each garment - materials, manufacturing, transport and commercial margin!
You can read more about EVERLANE and other examples of brands and retailers driving sustainability in our Sustainable Brands & Retail report by KISS Retail: