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Everlane opens store on Tmall e-commerce marketplace

Aug '19
Pic: Alizila
Pic: Alizila
US fashion brand Everlane has opened a store on Tmall Global, Alibaba’s dedicated cross-border e-commerce marketplace. The Tmall Global store will offer Chinese consumers access to Everlane’s newest products, including womenswear, menswear, shoes and accessories. It is the San Francisco-based label’s first sales channel in China, apart from its own site.

The brand is known for championing sustainable practices and its ethos of radical transparency, revealing the costs behind each product – from materials and labour to transport and duties – and offering it to consumers at a price below the traditional retail mark-up. When shoppers look at the Tmall Global product page for its Day Market Tote, for example, they will see the leather bag costs about US$112.9 to make and is sold at nearly half the traditional market price, according to Everlane.

The mission-driven clothing label has built a growing following among consumers, including celebrities such as Angelina Jolie and Emma Watson. Launched in 2011, Everlane ships to 113 countries and operates three brick-and-mortar stores in Los Angeles, San Francisco and New York.

“China is one of the most thoughtful and sophisticated consumer markets in the world. The Chinese consumer cares about beautiful quality at a great price, and cares about the planet and their impact on the world. We want to help support their vision and offer beautiful basics that are also ethically made. We’re excited to partner with Tmall to make this happen and to create an experience that connects with millions of customers and meets them where they are,” Michael Preysman, founder and CEO of Everlane said.

“As the consumer demand for ethical clothing and sustainable products grows, we believe Everlane will welcome a new era of shopping on the platform. Everlane has pioneered the idea of radical transparency in their supply chain by showing their costs and factories, and we look forward to partnering with them closely to bring their products and stories to Chinese consumers,” Yi Qian, deputy general manager of Tmall Global said. (GK)

Fibre2Fashion News Desk – India

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