The brand is known for supporting sustainable practices and its philosophy of “radical transparency”
Everlane, the American fashion brand, looks to China and, for the occasion, opened a store on Tmall Global, Alibaba’s cross-border e-commerce market. The online store will offer Chinese consumers access to new Everlane products, including women’s clothing, men’s clothing, shoes and accessories.
The brand is known for supporting sustainable practices and its philosophy of “radical transparency”, revealing the costs underlying each product – from materials, to labor, to transport and to duties – and offering consumers a lower price than the market.
Everlane ships to 113 countries and operates three physical stores in Los Angeles, San Francisco and New York
The clothing brand has created a growing following among consumers, including celebrities like Angelina Jolie and Emma Watson. Launched in 2011, Everlane ships to 113 countries and operates three physical stores in Los Angeles, San Francisco and New York and is now targeting Asia. “China is one of the most considered and sophisticated consumer markets in the world,” said Michael Preysman, founder and CEO of Everlane.
“The Chinese consumer is concerned about beautiful quality at an exceptional price. We want to help support their visionand offer beautiful foundations that are also ethically valid. We are excited to work with Tmall to make this happen and to create an experience that connects to millions of customers, “said Preysman.
“With increasing consumer demand for ethical clothing and sustainable products, we believe Everlane will welcome a new era of platform shopping,” said Yi Qian, Tmall Global deputy general manager. “Everlane pioneered the idea of radical transparency in their supply chain, showing their costs and their factories, and we look forward to working closely with them to bring their products to Chinese consumers.”
Chinese consumers looking for high-quality products from international brands are leading the trend
According to a report by Analysys, the Chinese e-commerce import market will reach RMB 40.75 billion this year, up 7.2% from the previous year and that number will increase to 494.37 billion. RMB 2021.
Chinese consumers looking for high-quality products from international brands are driving the trend, encouraging companies of all sizes to expand their operations in China to capture the demand for imported goods.