This is cool, I suppose. But there's a big missed opportunity here: I have no idea what or who Everlane is and there's not even a link to an About page there.
I think this is really cool from a business standpoint. It reinforces their image and generates more curiosity and long-term respect than a sale could ever do. This is slightly reminiscent of Patagonia's "Don't buy this jacket" ad that went out last year, which I also in large part respected as a marketing effort and culture statement.<p>With this message, the "Sign up" link is the most attractive thing on the page. I'm guessing they'll get more press and more signups today than otherwise, and those organic signups will generate sales from e-mail campaigns. Really smart.
Whoops, blunder. The move piqued my curiosity, I signed up.. got a 'confirm email address' email, but the confirm link was redirected to the anti-black-friday page...
Nice PR move. I have no reason to doubt their sincerity, but I had never heard of them before and this put them on my radar. As a consumer, their business model looks compelling - <a href="https://www.everlane.com/how" rel="nofollow">https://www.everlane.com/how</a>
If you want to know more about everlane check the TWiST #253. Interview with Michael Preysman of Everlane <a href="http://www.youtube.com/watch?v=k6kvIPiez54" rel="nofollow">http://www.youtube.com/watch?v=k6kvIPiez54</a>
Will be a great way to explain why their graph didn't have a crazy holiday spike... but feels like a missed opportunity to me, since they aren't collecting emails or doing much to market the bigger idea behind Everlane on this page. People are fickle, at least capture enough info to get them to come back.
I agree with the sentiment on Black Friday, and I generally like Everlane (their t-shirts are genuinely fantastic, to the point that I'd be happy never buying any other t-shirt again), but there's something about the way this is presented that sticks in my mouth. Feels a bit self-righteous, I guess.
Everyone is talking about PR yet no one has mentioned our problem with consumerism. See the #buynothing campaign if you haven't. It's an interesting perspective:<p><a href="http://www.storyofstuff.org/blackfriday/" rel="nofollow">http://www.storyofstuff.org/blackfriday/</a><p><i>I pledge to skip the mall and stay home with friends and family this Black Friday. Instead of spending money on things I don't need, I will spend my time with the people that I love.</i>
Brilliant. This gets people talking and wondering what Everlane is.<p>I'm not someone that cares about a brand but I am someone who cares about quality to a somewhat obsessive level. I love my Everlane shirts and the backback I got from them is rugged and comfortable with just the right amount of pockets and storage. When I return to SF in February I would really like to visit their office and learn more about the company.
There model sounds very familiar to the From Holden KS campaign we saw recently. Interesting marketing move though, I guess they probably aren't missing too much since there are so many retailers competing to be in the fray today.
This is fantastic. I haven't picked anything up from Everlane in probably two months. Almost forgot about them. Now I'll be looking forward to when their site comes back online for me to make a choice or two tomorrow!
I like that when you "view source" they have their logo in ascii art with the following "work at everlane - bmFuQGV2ZXJsYW5lLmNvbQ==" ... if you base64 decode the string you get someone's email address