Everlane
Reinforce Radical Transparency and Sustainability through Technology
Masters Coursework
Brand Strategy | Retail Concept | UXUI
To propel Everlane forward, we are integrating fashion and technology, focusing on material innovations, data collection, and in-store experience to reinforce their commitment to transparency and sustainability.
Physical
Launch a new product line focused on cutting-edge technology and innovation in fashion, to showcase the convenience, comfort, sustainability, and functionality of these innovative materials while educating consumers and shifting their traditional perceptions of quality clothing.
Purpose
Using technology to achieve slow fashion, combat overconsumption, and drive positive change for all.
Digital
Create a more interactive and transparent identity with data visualization on its digital platform, to showcase Everlane's contributions to sustainable fashion, visualize sustainability data, increase consumer engagement, and help customers make responsible shopping decisions.
From
Exceptional quality.
Ethical factories.
Radical Transparency.
Sustainability.
To
Promise
Radical Transparency: We reveal every step of our process.
Exceptional Quality: Products built to last and impress.
Ethical Consumption: Embrace responsible buying practices.
Latest Technology: Utilize cutting-edge technology for comfortable, sustainable fashion.
Physical
INTRODUCING XX
Everlane’s Innovative Biomaterial
Discover the future of fashion with XX, a groundbreaking biomaterial that seamlessly blends the versatility of different textile surfaces with the timeless comfort of traditional natural materials.
XX empowers designers to create entire garments from a single recyclable material while offering an array of essential features.
Embrace the evolution of fashion and sustainability. Experience XX, where innovation meets style.
Concept references: source from the internet.
Concept references: source from the internet.
OPTION 1: MATERIAL LIBRARY FOR LARGER STORES & FLAGSHIP STORE
To engage the customers, the display will demonstrate the functionality of the XX collection by mimicking real-world scenarios.
The display will tell a story, showing how the XX collection works in both city and outdoor settings. For instance, it will recreate outdoor hiking settings and city commuting environments to show how the collection seamlessly adapts to various situations.
It combines a sleek, tech-inspired look with the cozy feel of nature.
Material Display Examples
Concept references: source from the internet.
OPTION 3: MATERIAL LIBRARY FOR POP-UP STORES
Concept references: source from the internet.
Concept references: image source from the internet.
CARBON FOOTPRINT CHECKOUT POINT
In the commitment to offering consumers a guilt-free shopping experience, Everlane features in-store carbon footprint checkout points. Customers can assess the environmental impact of their shopping cart before finalizing their purchasing decisions.
To offset the carbon footprint generated by each sale, Everlane pledges to plant trees in Evergarden, effectively neutralizing the environmental impact and contributing to a more sustainable future.
SUSTAINABLE PRACTICE DISPLAY & RECYCLING POINT
An in-store display area to enhance the transparency of Everlane's sustainable practices.
Since 2014, Everlane has been fostering a meaningful connection with its community and customers through the Everlane Black Friday Fund. Expanding on this initiative, every holiday season, Everlane commits to raising funds for guilt-free shopping experiences. The funds will support various events centered around sustainable and ethical practices, including "clean the ocean" and "ethical sheep farms." The progress and impact will be visually presented in-store.
During other times of the year, this space transforms into a recycling drop-off point. Customers are encouraged to bring in their old Everlane products, keeping materials in circulation and reducing waste.
IN-APP LIFECYCLE TRACKING
In an effort to further manage product lifecycles, Everlane encourages customers to participate in updating their product statuses through the Lifecycle Tracking page within the Everlane mobile app. This feature empowers customers to contribute to a more sustainable future by providing valuable insights into the lifecycle of their purchases.
Concept references: source from the internet.
REAL TIME FARMS & FACTORIES
In a bold move to fortify Everlane's dedication to transparent manufacturing, stores and pop-up locations will feature digital screens offering live streams directly from Everlane’s partner farms and factories. These live streams provide an authentic glimpse into Everlane's production processes across various time zones, complemented by essential data.
As a token of appreciation for conscious shopping, customers making purchases over a certain amount will receive a complimentary dyer ball made from production scraps.
This gift not only reflects Evelane’s commitment to reducing waste but also serves as a tangible reminder of the positive impact of responsible consumer choices.
We hope that Everlane's innovative approach will establish a new standard for the fashion industry centering on ethical practices and a sustainable future. Everlane’s mission of cleaning up the industry extends an invitation for everyone to actively participate, collectively shaping a cleaner and more responsible fashion landscape. Together, we can create a positive impact, fostering a shared commitment to sustainability across the entire industry.
Behavioral
Incorporate behavioral aspects that emphasize recycling, reusing, repairing, shopping impact, and ethical practice, to promote Everlane's commitment to sustainability and transparency through consumer engagement.
Value
Fashion with Technology
Transparent and Innovative Processes
Sustainable Lifestyle
Guilt-Free Fashion
Personality
Leave a Mark
Provide Structure
Innovation
TECHNOLOGY
Stay Warm: XX provides warmth and insulation.
Breathe Easy: Enjoy breathability and softness.
Weatherproof: With a unique surface treatment, XX becomes waterproof
and windproof.
Eco-Friendly: All XX collection pieces are made of a single material and designed for recyclability. Simply bring the garment to your local Everlane store, and help keep this exceptional material within the loop of sustainability.
Durability: XX is built to last, so it’s ideal for various applications, including shoe soles.
TRANSPARENCY
SAMPLE TAG
Everlane’s commitment to innovation, sustainability, and transparency extends to every detail of Everlane’s clothing, right down to the tag. Attached to each piece of garment, you’ll find a sample of the revolutionary biomaterial XX that makes up your garment.
Everlane is proud to provide you with not just stylish and comfortable clothing, but also a connection to the future of fashion and environmental responsibility.
WINDOW DISPLAY & DISPLAY SIGNAGE
XX PRODUCT DISPLAY
Collection Highlights
Fall/Winter collection including sweaters, jackets, pants, shoes, and fleece. Versatile outfits for work, weekends, and outdoor activities.
Display Overview
The display will not only introduce the new product line but also immerse customers in a complete experience that transcends traditional shopping, making them eager to explore the world with Everlane’s XX collection.
Sustainability
MATERIAL LIBRARY
Seamlessly integrated with relaxing areas, improves the shopping experience, encourages longer visits, and educates customers about Everlane’s materials, innovation process, and sustainable practice.
This enhances the shopping experience and creates a friendly and educational space for families and friends, aiming to make shopping enjoyable, informative, and memorable.
RELAXING AREA
Comfortable seating arrangements for customers to relax, especially during busy shopping hours.
Evergarden: featuring real-time representations of trees planted in physical Evergarden with holographic technology, reflecting Everlane's commitment to sustainability with each sale.
Exclusive seating cushions crafted from Everlane’s innovative material, allowing customers to experience the material’s exceptional quality through touch and feel.
Everlane brand story videos projected on the wall for entertainment. Welcoming ambiance to encourage a sense of calm and rest.
MATERIAL LEARNING ZONE
A dedicated section where customers can explore the materials used in Everlane products. Engaging displays and interactive elements for an educational experience. Information on material stories, sourcing, sustainability, and unique properties.
To provide customers with engaging, informative, and personalized digital experiences. Empower consumers to make sustainable fashion choices and deepen their connection with the Everlane brand.
PRODUCT PAGE
OPTION 2: MATERIAL LIBRARY FOR SMALLER STORES
Concept references: source from the internets.
FITTING ROOM NAMING
In line with Everlane’s commitment to innovation and sustainability, fitting rooms are named after Everlane’s innovative and sustainable materials, to reinforce the brand values, and educate customers about the materials Everlane uses, and the importance of making eco-conscious choices.
Digital
HOME PAGE
CHECK OUT PAGE
BehaviorAL
XX MATERIAL PAGE
EVERWORLD BLOG PAGE
DIGITAL LAB
Empowering customers with innovation, Everlane introduces the Digital Lab—a space where individuals can utilize 3D printing technology to craft accessories using Everlane's recycled materials, including plastic bottles collected from holiday guilt-free shopping events and products from the recycling drop-off point. Through the Everlane mobile app, customers can explore existing styles and express their creativity by customizing unique designs.
Beyond 3D printing, the Digital Lab offers additional services such as customization and repairing, fostering a sustainable approach to product longevity.
Concept references: source from the internet.
Concept references: source from the internet.