Q&A: Everlane Taps China's Burgeoning Eco-Friendly Consumer
For brands in China, collaborations are becoming a popular way to reach new consumer segments while reflecting brand values in often unexpected ways.
In China, brands collaborations are becoming a popular way to reach new consumer segments while reflecting brand values in often unexpected ways.
In China, brands collaborations are becoming a popular way to reach new consumer segments while reflecting brand values in often unexpected ways.
Contents
- Everlane
- Ele.me
- Seesaw Coffee
- CCI: Can you start by telling us a little about how the collaboration with Ele.me and Seesaw came together?
- The box set was heavy on promoting sustainability — what does sustainability mean to Everlane, and do you expect in terms of its possible impact in the fashion industry over the next 10 years?
- How did the message of sustainability in the collaboration land in China? What kind of reaction did you get?
- What associations do you hope audiences in China have towards Everlane as a result of the collaboration?
- What “best practices” could foreign brands learn from collaboration?
- What are some of the key things Everlane learned about China since entering the market one year ago?
- Has Everlane found that the brand’s focus on supply chain transparency resonates in China?
- Does Everlane have any additional brand collaborations coming up, or plans to open physical stores, in China?
- How has Everlane’s experience in China over the past year influenced what the brand plans to do there, as well as globally, in the year to come?
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