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.
Building the Fashion Business of the Future: Everlane and Its Radical Transparency
- Publisher:SAGE Publications: SAGE Business Cases Originals
- Publication year:2019
- Online pub date:
- Discipline: International Business & Management, Consumer Behavior, Ethical & Sustainable Marketing
- Contains:Teaching Notes
- Length:5,654 words