Ethical Marketing by Everlane

Clothing manufacturing is among the most continuing industries in the world. During the last 20 years or so, much  attention has been paid to how and where our clothes are made, particularly in light of tragedies such as the blaze that tore through a garment manufacturing facility in Bangladesh in 2012, killing 117 people – a factory that supplied clothing to American retailers including Walmart and Sears.

In light of greater awareness about the use of sweatshops, demand for ethically made clothing has soared in previous years, a trend that has given rise to many of companies that want to change how we make and view clothing, including Everlane.

Founded in 2010 by Michael Preysman, Everlane is more committed to ethical manufacturing. All of Everlane’s garments are made in factories that meet the most quality standards – not only in terms of the clothes themselves, but also in how employees are treated. Everlane only partners with manufacturers that reveal a strong commitment to their employees’ welfare, a fact the company prides itself upon in its marketing material.

 Does Everlane Use Ethical Marketing?

Like other  brands, Everlane’s About website tells its brand story, including how the company won the rights and well-being of the employees who make its clothes. What’s really interesting about Everlane, though, is its commitment to radical transparency.

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Everlane isn’t content to mostly tell you that its clothes are manufactured and sold ethically; the company also provides customers with a detailed cost breakdown for each and every one of its stylish garments. This includes details on the cost of materials, labor, transportation and transpoting, excise taxes,custom and duties, and even hardware such as lock zippers and buttons.

The company’s Elements jacket, for example, costs $70 to manufacture, and you can see exactly how much each of the manufacturing and logistical elements affects the retail price.Typically, the production costs of most comercially produced clothing are a closely guarded secret. This isn’t merely because a breakdown of such costs would reveal a brand’s potential profit margin on a specific item, but also because they highlight the desperately poor pay and conditions many people working in garment manufacturing company.

By eagerly revealing precisely how much each of its garments costs to make, Everlane can offer its customers the kind of transparency consumers want while enjoying the shopping.