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Business Cases

Building the Fashion Business of the Future: Everlane and Its Radical Transparency

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Eva Babicheva

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Babicheva, E., (2019). Building the fashion business of the future: Everlane and its radical transparency. In SAGE Business Cases. 2019. 10.4135/9781526469724

Babicheva, Eva. "Building the Fashion Business of the Future: Everlane and Its Radical Transparency." In SAGE Business Cases. SAGE Publications Ltd., 2019. 10.4135/9781526469724.

Babicheva, E 2019. Building the Fashion Business of the Future: Everlane and Its Radical Transparency, In SAGE Business Cases, SAGE Publications Ltd., viewed 12/14/2019, 10.4135/9781526469724.

Babicheva, Eva. "Building the Fashion Business of the Future: Everlane and Its Radical Transparency." SAGE Business Cases. SAGE Publications Ltd., 2019. SAGE Knowledge. Web. 12/14/2019.

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  • Abstract

    This case provides an overview of the problematic landscape of fashion business and analyzes the creative approach to transparency and ethical business practices taken by Everlane that rapidly made it a sought-after brand among an international audience. In the wake of growing criticism of existing business models in the fashion industry, the demand for greater transparency in the supply chain is increasing. Yet, building a commercially successful global brand that is capable of disclosing full information about its manufacturing practices is challenging. This case examines the obstacles that stand in the way of greater transparency in the fashion industry and shows how Everlane manages to overcome them. As the brand continues to grow, it will have to make key strategic decisions with regard to its future. Students are asked to draft a proposal with potential development strategies for Everlane that would ensure its stable growth without compromising its core values.

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  • Author Bio

    Eva Babicheva is a part-time lecturer at the Department of Clothing and Textiles. She received her dual MA/PhD degree in Clothing and Textiles from Hanyang University, Seoul in 2018. Her area of research interests includes, but is not limited to, fashion, sustainability, marketing, consumer behavior, and social psychology.

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