To stay relevant in the age of networks, which diminish their traditional role in connecting products and consumers, brands need to start piggybacking on the identity of those they want to connect with. They need to convincingly embody the taste, aesthetic and cultural sensibility and lifestyle of their audience. Then, they need to augment through content, intimate community management, feedback loops, collaborations and convincing cultural narratives.
arnings in their desig…’s comments, respond and apply customer learnings in their designs. This modern brand also combines social listening data, e-commerce and in-store sales data and search data to gain insight into the patterns of consumer demand across their merchandise. It informs the decision as to when and where to make different products available, depending on when consumer demand is the highest. This iterative approach to merchandise design enables Everlane to sell products that its customers want and are willing to pay the full price for.