Centric Software® is delighted to announce the release of a success story about its customer, Everlane.
Founded in 2011 and headquartered in San Francisco, Everlane makes apparel with a focus on sustainability and a philosophy of ‘radical transparency’—letting the consumer know how much it costs to make an item and what the markup is, along with environmental information like CO2 emissions and where the garment is made.
In looking to introduce new products, Everlane was gathering information manually, doing web crawling and monitoring competitor websites and compiling information bit by bit. It wasn’t efficient and also took time away from staff who could be doing more value-added work.
The desire to work smarter not harder sparked the search for a platform that would tell them what competitors were doing with respect to pricing and when specifically to introduce each item. Instead of dropping entire collections at one time, Everlane takes an item-by-item approach. Kelly Wang, Director of Merchandising at Everlane says, “We really look at when is the exact right time for this specific item to launch in our assortment—when consumers want it.” Having information as to when certain pieces are being purchased throughout the year gives Everlane the confidence to pinpoint a date on which to release a product.
Besides getting comprehensive pricing and promotional information on the market for each category that Everlane is interested in, historical data gathering gives the power to go back and look for information that they need today. Another main benefit is time savings for team members, consensus on ease of use and price validation. Wang says, “We don’t use Centric Market Intelligence to direct our strategy, but to validate it.”
