[Summary] Everlane: Michael Preysman | How I Built This with Guy Raz

🔑 Key Takeaways

Aligning with consumer values and adapting to changing circumstances are crucial for building a successful brand in today's market.
Recognizing the potential of online shopping, Michael Preysman partnered with Jesse Farmer to reimagine the industry and created a successful online retail business with just $10,000 each.
Identifying profitable business models is crucial for success. Adapt strategies accordingly to maximize profit margins in the retail industry.
Building connections, seeking guidance from successful entrepreneurs, and challenging the industry norm can pave the way for success in the retail business.
Everlane's success can be attributed to their willingness to adapt, take risks, control their supply chain, offer high-quality products at lower prices, and focus on an innovative mindset.
Everlane's commitment to honesty and customer satisfaction, coupled with fair pricing, disrupts traditional retail models and builds customer loyalty.
Starting with a small email list, Everlane was able to generate tremendous demand and build a waitlist by leveraging community-building and social media platforms like Twitter.
Everlane's limited releases and transparent pricing strategy, along with their commitment to high-quality products, helped them stand out in the early days of online shopping and attract a loyal customer base.
Pricing involves more than just manufacturing expenses. Additional factors like marketing, branding, and profit margins must be considered, highlighting the complexities of product cost.
The importance of agility, shared vision in co-founder dynamics, and commitment to quality and storytelling in building a successful brand like Everlane.
Everlane's commitment to honesty and transparency, along with their customer involvement and adaptability, allowed them to build trust, expand their inventory, and achieve remarkable sales growth.
Everlane's success stems from organic word-of-mouth marketing, a focus on profitability over top-line revenue, and an entrepreneurial culture that promotes growth and adaptability.
Being transparent about the manufacturing process can build trust and loyalty with consumers, but it also comes with higher ethical, pricing, and environmental standards.
Consumers are increasingly attracted to brands that prioritize sustainability and making a positive impact on the world, creating opportunities for growth and success.
Everlane's ability to listen, take action, and prioritize sustainability and community well-being has enabled them to overcome obstacles and maintain success.
While transparency is often praised, there can be negative consequences such as discomfort and tension. Maintaining discretion, trust, clear expectations, and open communication are essential for a productive work environment.
Stepping back from a role or company can sometimes be the right decision, leading to personal growth and success. Taking action and being open to new opportunities can also lead to fortunate outcomes.

📝 Podcast Summary

Consumer behavior is increasingly influenced by a company's social mission. Research shows that a third of people consider a company's values and commitment to social responsibility when making purchasing decisions. This has led to the rise of social enterprise brands that prioritize transparency and ethical practices. Everlane, an apparel brand, initially gained success by revealing the true cost of making clothing and offering products at a lower price point. However, the brand faced challenges during the pandemic. By narrowing its ambitions and focusing on profitability, Everlane has managed to navigate through difficult times. This story highlights the importance of aligning with consumer values and adapting to changing circumstances in order to build a successful brand.

Revolutionizing Online Shopping

Michael Preysman recognized the potential of online shopping and wanted to create something innovative in this space. He was inspired by Guilt Group, a company that revolutionized luxury online shopping during the recession. Despite not being a technical expert himself, he understood the importance of having a co-founder who could handle the technical aspects of their business. With Jesse Farmer on board, they explored various ideas and eventually decided to reimagine online shopping. They committed $10,000 each to fund their venture and focused on creating an online retail business. This decision was made in 2010, a time when the potential of online retail was significantly underestimated.

Shifting from Third-Party Vendors to Direct Sales

Michael Preysman and his team realized the limitations of building a business on top of existing platforms like Etsy and Tumblr. While they initially found success with their tools and concepts, they soon discovered that the profit margins were not favorable, as they were buying products from third-party vendors at a higher cost and selling them for a smaller profit. This realization prompted them to take a different approach and become the manufacturer themselves, selling directly to consumers. This shift in strategy helped them understand the potential for larger profit margins in the retail industry and laid the foundation for their new retail platform. The key takeaway here is the importance of identifying profitable business models and adapting strategies accordingly.

Gaining support, seeking advice, and challenging the industry: the journey of Michael Preysman and his team in starting a brand around basic t-shirts.

Michael Preysman and his team were able to gain support and connections in the industry by reaching out to the right people. They received investments from prominent investors like Ron Conway and Kleiner Perkins, who believed in their idea of "Tumblr shopping." Besides, the move to California was crucial because of the belief in giving ideas a chance to thrive. Preysman also sought advice from successful entrepreneurs like Dave Gilboa, the founder of Warby Parker, who helped shape their early days. Additionally, the inspiration from Warby Parker's model of direct-to-consumer sales and lower costs influenced their decision to start a brand around basic t-shirts. This was driven by the realization that the market was marked up significantly, and they wanted to challenge the industry by selling high-quality products at fair prices.

Adaptation, Risk-taking, and Innovation: The Path to Everlane's Success

Everlane's success stems from their willingness to adapt and take risks. When faced with the realization that their initial retail platform was not working, they made the bold decision to pivot and create their own brand. Despite their fears, they were met with positive responses from their investors, who supported their new direction. Additionally, Everlane's commitment to controlling their entire supply chain and sourcing materials directly allowed them to offer high-quality products at lower prices compared to competitors. Furthermore, the founders' approach to finding a name, Everlane, demonstrates their belief that a name does not necessarily have to have a specific meaning, as long as it aligns with their mission. Ultimately, Everlane's innovative mindset and focus on doing things right where others go wrong have been key factors in their success.

Pricing transparency and customer-centric approach sets Everlane apart in retail industry.

Everlane differentiated itself in the retail industry by focusing on pricing transparency and customer experience. Unlike other brands, they were honest about the cost to make their products and the reasons behind their pricing. By offering high-quality clothing at a fair price, they disrupted the traditional markup model in the industry. Additionally, Everlane prioritized customer service and open communication with their customers. They aimed to provide a seamless and transparent shopping experience, addressing common pain points such as difficulty in getting help and returning items. By prioritizing these aspects, Everlane set themselves apart and built a loyal customer base.

Everlane experienced rapid growth and demand even before officially launching. With just a small email list of 10,000 people, they were able to generate a waitlist of 80,000 individuals by offering a simple concept and attractive rewards. This demonstrated the power of building a community and leveraging social media platforms like Twitter. However, the overwhelming response also highlighted the challenge of meeting high demand and managing customer expectations. Despite the initial uncertainty about selling only T-shirts, the successful pre-launch campaign showcased the potential of Everlane's innovative approach to transparency and pricing. This early success set the stage for Everlane's growth as a popular direct-to-consumer brand.

Momentum and transparency: Everlane's recipe for success.

Everlane's success in its early years was fueled by its strategy of building momentum through limited releases and transparency in pricing. By initially launching with a small number of t-shirts and gradually expanding production, Everlane created a sense of exclusivity and urgency among consumers. This approach generated high demand and quickly sold out their products. Additionally, Everlane stood out in the early days of online shopping when there were fewer brands available. Their commitment to high-quality, transparently priced products appealed to consumers looking for more than just the best deal. The introduction of an infographic detailing the costs involved in making a t-shirt further intrigued customers and helped the brand go viral. Everlane's ability to adapt to the evolving online marketplace highlights the importance of differentiation and transparency in attracting and retaining customers.

Factors to Consider in Product Cost

The cost of a product involves more than just the manufacturing process. While it may seem like a shirt, for example, should only cost a certain amount based on manufacturing expenses, there are additional factors to consider, such as marketing costs, branding, profit margins, and the involvement of middlemen. Everlane, a direct-to-consumer fashion brand, challenged the traditional retail model by selling products without intermediaries and transparently showcasing the breakdown of costs. Their approach received criticism and sparked debates about oversimplification, but it also demonstrated that alternative business models are possible. This highlights the complexities of pricing and the different components that contribute to the final cost of a product.

Adapting, Co-founder Dynamics, and Evolving Business Model: Lessons from Everlane's Journey

Everlane's journey was marked by experimentation and adapting to change. They started by trying different products, like ties and bow ties, but quickly realized it wasn't the right direction for their brand. The founder, Michael Preysman, acknowledged the importance of being agile and willing to move on from unsuccessful ventures. Another key takeaway is the significance of co-founder dynamics. Preysman's co-founder, Jesse, left the company early on because his vision didn't align with the direction Everlane was taking. This emphasizes the importance of finding a shared vision and understanding within a founding team. Lastly, Everlane's initial business model was focused on direct-to-consumer sales, but their identity as a fashion brand or a platform for products evolved over time. The key was their commitment to providing high-quality products and telling a compelling story to consumers.

Everlane's Success Through Transparency and Trust

Everlane's success can be attributed to their commitment to honesty and transparency with consumers. They recognized that other retailers may not have been intentionally dishonest, but they wanted to offer something different by being upfront about their prices, production process, and even involving customers in decision-making. This transparency not only built trust with customers, but also allowed Everlane to quickly pivot their product offerings based on trends and customer demand. Their ability to pre-sell items and raise additional funding enabled them to expand their inventory and meet customer needs. By staying true to their values and maintaining open communication, Everlane was able to create buzz and achieve remarkable sales growth.

The Power of Storytelling, Profitability, and an Entrepreneurial Culture: The Secrets to Everlane's Success

Everlane's growth and success was largely driven by organic word-of-mouth marketing. By creating interesting and limited quantity products, people were naturally drawn to the brand and eager to talk about their purchases. This highlights the power of storytelling and the impact it can have on a company's growth. Additionally, Everlane's focus on building a disciplined and profitable bottom line rather than solely focusing on top-line revenue was a key decision in their continued success. This shift in focus allowed them to prioritize long-term sustainability and profitability. Lastly, the entrepreneurial culture fostered at Everlane, where everyone contributed and performed various roles, played a significant role in their growth and adaptability as a business.

The Power of Transparency in Building Consumer Trust

Transparency can be a powerful tool for building trust and loyalty with consumers. Michael Preysman, the founder of a clothing brand, realized the importance of transparency when it came to the manufacturing process of his products. He not only wanted to ensure high quality in the factories he worked with but also wanted customers to know where their clothes were made and under what conditions. By live blogging their visit to Chinese factories and openly sharing information about their production methods and costs, they stood apart from other brands. However, this level of transparency also meant they had to meet higher ethical, pricing, and environmental standards. It exemplifies the risks and rewards of being completely transparent with consumers.

Everlane's commitment to sustainability and ethical practices resonates with consumers and fuels their success.

Everlane's decision to focus on sustainability and ethical practices, alongside creating high-quality products at a fair price, has resonated with consumers. While it may not be the sole factor in their buying decision, consumers do want to participate with brands that prioritize making a positive impact on the world. This shift towards sustainability also opened up new opportunities for Everlane, such as partnering with Tex, a factory that detoxifies and repurposes denim dyes into bricks. Michael Preysman, the founder of Everlane, acknowledges that different approaches can work for different companies, but he now has a greater respect for businesses that prioritize creating beautiful products while also doing good. The growth of Everlane's business indicates that their commitment to sustainability has not slowed them down but has rather fueled their success.

Overcoming Challenges through Resilience and Adaptability

Everlane faced significant challenges in their growth journey, from competition and profitability issues to sustainability concerns. However, instead of dwelling on setbacks, they chose to listen and take action. When faced with criticism regarding their environmental impact, they responded by implementing measures to track greenhouse gases, reduce emissions, and remove virgin plastic from their supply chain. They also prioritized using recycled materials, showcasing their commitment to sustainability. Additionally, when the COVID-19 pandemic hit and posed a threat to their business, they quickly adapted by cutting costs and managing their community through the crisis. This shows that resilience, adaptability, and a commitment to doing the right thing can help companies overcome obstacles and continue to thrive.

The Downsides of Radical Transparency: Creating Discomfort and Tension in the Workplace

Transparency, while touted as a positive value, can have downsides. Everlane, known for its radical transparency, faced challenges when it came to discussing salaries and unionizing. This highlights the potential problems of sharing everything openly. It's important to recognize that not everyone needs to know every detail about everyone else all the time. Discretion and trust are valuable in maintaining a productive and anxiety-free work environment. Additionally, the transition from a focus on mission and impact to a focus on profit during challenging times like Covid can create tension and dissatisfaction among employees. Clear expectations and open communication from both sides are crucial in managing these changes.

The importance of self-reflection and making the right decisions for long-term goals in a role or industry.

It's important to question and evaluate your long-term goals and suitability for a particular role or industry. Michael Preysman, the founder of Everlane, realized that he wasn't the best person to run a sustainable fashion brand, despite being deeply involved in the company. This self-reflection led him to focus on the environmental side of their business while still being a part of the company's growth. It's a reminder that sometimes stepping back from a role or company can be the right decision, even if it's initially difficult. Additionally, Preysman's perspective on luck highlights the importance of taking action and being open to new opportunities, as they can often lead to fortunate outcomes.

Everlane: Michael Preysman | How I Built This with Guy Raz