FACULTY OF BUSINESS AND MANAGEMENT

BACHELOR OF BUSINESS ADMINISTRATION (HONS.) INTERNATIONAL BUSINESS

BA246

IBM651: ISSUES IN INTERNATIONAL BUSINESS

GROUP ASSIGNMENT:
CASE STUDY ON EVERLANE

PREPARED BY:
NAME STUDENT ID
RUSYDINA ALIAH BINTI MOHAMED FARAISH 2021101635
AZYAN FARHANA BINTI ADHAM JAMALULLAIL 2021132389
NUR FARAH SHAHIRA BINTI ZULKERNAIN 2021102565
NURUL EMEYLIA BINTI RUZAIMI 2021155895

GROUP:
KBA246/5D

PREPARED FOR:
PROFESSOR MADYA DR. MAHAZIR BIN ISMAIL

SUBMISSION DATE:
19TH JANUARY 2023
 TABLE OF CONTENT

CONTENT PAGES

1.0 INTRODUCTION 1

2.0 DISCUSSION QUESTIONS

2.1 What makes a brand C2B? Is Everlane a good example of a

C2B brand? As they chooses to ignore demands of increased
personalization from customers on their quest to "not to create 2–4
the perfect item for everyone, but to 'make it the best possible
product for the most number of people, "are they really putting
the C2B model into best practice?
2.2 How can existing brands shift to a more C2B model?
2.3 Should Everlane devote more attention to offline activities?

3.0 CONCLUSION 4
1.0 INTRODUCTION

Everlane is a predominantly online American clothes retailer. Sells men's and women's
apparel, shoes, and accessories with an emphasis on style, quality, and affordability.
Everlane, a digitally-based brand, executes the C2B paradigm in an exemplary manner.
Michael Preysman and Jesse Farmer founded this direct-to-consumer online menswear
business in 2010.

Customers are able to view how much each item costs to make and the company's markup.
It began with a referral invitation list that acquired 60,000 subscribers in five days despite the
company having only 1,500 T-shirts in stock. In 2014, they partnered with the delivery startup
Postmates to provide consumers with same-day delivery. In 2015, raised more than
$1,100,000 in seed capital. In 2016, Everlane generated $100M in revenue. Michael
reportedly told New York Times publications that the company will be shut down prior to
entering physical retail. Everlane was only available online for years. The San Francisco
business has experimented with pop-up stores in New York City and within Nordstrom stores,
but an official Everlane retail location has never existed until now. On December 2, 2017, the
first physical store opened in New York City.

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2.0 DISCUSSION QUESTIONS

2.1 What makes a brand C2B? Is Everlane a good example of a C2B brand? As
they chooses to ignore demands of increased personalization from customers on
their quest to "not to create the perfect item for everyone, but to 'make it the best
possible product for the most number of people, "are they really putting the C2B
model into best practice?

One type of business model is known as a consumer-to-business model, or C2B for short.
This model is a form of commerce in which a customer or end user gives a product or service
to an organization. C2B companies put an emphasis on generating value from their client base
by employing various customer engagement strategies such as crowdsourcing ideas and
requesting feedback.

It is my belief that the C2B model does, in fact, place a greater emphasis on the preferences
of the customers as well as engagement on the feedback regarding the items. However,
Everlane is still thought of as one of the good examples because the company continues to
pay attention to or appreciate the input provided by its customers. They did not place an
absolute reliance on client input because it is impossible for them to satisfy all of the
requirements or needs of customers at all times.

However, they were able to guarantee overall customer satisfaction. Taking into account Mr.
Preysman, the CEO of Everllane disclosed not only the operations of the company's factories
but also the cost breakdown of each product they manufactured. They are able to continue to
guarantee the delight of their clients using this method. Because they are simply concerned
about the satisfaction of customers in general, they are not putting the C2B model into best
practice.

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2.2 How can existing brands shift to a more C2B model?

By creating more reviews for the brand itself, existing brands have the ability to transition to a
more consumer-to-business approach. As a component of its marketing tactics, the company
needs to enable its consumers and other influential people to provide feedback on its products.
The next step for companies is to establish blogs that are devoted to the indirect promotion of
their products. The creation of blogs will result in a rise in the level of confidence that
customers have in the company.

In order to deepen the connection between a company and its clientele, it is possible for
established brands to conduct customer polls and surveys in order to obtain direct feedback
from clients regarding their levels of contentment and recommendations. Therefore, the voice
of the client is heard, and adjustments as well as future products are developed depending on
the desires and requirements of the customer.

Additionally, affiliate marketing makes it possible for end-users, who are typically influencers,
bloggers, or publishers, to lend a corporation their platforms in exchange for a commission
payment in order to sell particular products. For instance, a food firm might reach out to a food
blogger and ask them to incorporate a new product into one of their recipes. When a blogger
includes a link to a product in a recipe, the manufacturer or retailer may offer the blogger a
commission on some of the sales that were generated by the blogger's website.

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2.3 Should Everlane devote more attention to offline activities?

In my opinion, the answer is yes, Everlane ought to focus more of its attention on offline
activities. This is due to the fact that online and physical platforms are entirely distinct
environments. Even if the corporation can acquire client data, preferences, and comments
through the use of an online platform, customers still need to physically interact with the
products in order to make purchases. They must apply the items to their skin in order to get
an accurate reading of whether or not the products are appropriate for them. In addition to
that, they need to make sure that the size measurement is accurate.

Additionally, it is necessary for them to touch the fabric or materials that are being utilized in
the production of the goods. Customers will seek goods that are tailored to their bodies and
are easy to wear at any time and in any setting. In addition to that, individuals have the ability
to directly ask questions about anything that they are curious about. Because of this, engaging
in offline activities is absolutely necessary in order to keep the happiness of the clients.

3.0 CONCLUSION

In conclusion, Everlane is using a strategy called C2B (Consumer-to-Business), which is

actually a wonderful idea because it can help the company engage with its clients on a deeper
level. Additionally, Everlane gives their customers the same amount of ownership that the
designers do on their own products. It will be of tremendous assistance to the company as it
works to cultivate long-term relationships with its clients. In addition to this, they are able to
assure their continued existence in the sector for the long term.