Advice Line with Michael Preysman of Everlane

2024/10/24

How I Built This with Guy Raz

AI Deep Dive AI Insights AI Chapters Transcript

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Guy Raz

Michael Preysman

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Guy Raz: 探讨了在当今市场环境下，如何通过制造话题、等待名单和营造稀缺感等方式来吸引消费者关注，以及如何应对日益激烈的市场竞争。 Michael Preysman: 分享了Everlane的成功经验，强调了在品牌早期，清晰的产品定位和创意设计的重要性，以及如何通过与消费者互动来了解他们的需求和喜好。他还指出，当前市场正处于注意力经济时代，品牌需要关注如何吸引消费者的注意力。 Todd Weinberg: 作为一家新兴Pickleball服装品牌的创始人，他面临的挑战是如何更好地与22-35岁的目标受众建立联系和互动，以及如何平衡产品质量和价格。 Anna Babich: 作为一家环保儿童服装品牌的创始人，她面临的挑战是如何决定是否扩展产品线到成人市场，以及如何平衡品牌初衷和消费者需求。 Paul Musaev: 作为一家可重复使用塑料容器品牌的创始人，他面临的挑战是如何改变消费者的行为，鼓励他们使用可重复使用的容器来代替一次性容器。 Michael Preysman: 在Everlane的早期，他们面临着线上零售选择较少，以及如何通过创造话题和营造稀缺感来吸引消费者注意力的挑战。他认为，在注意力经济时代，品牌需要关注如何吸引消费者的注意力，并通过产品和创意设计来建立品牌形象。他还强调了供应链管理的重要性，以及在服装行业中，产品质量和成本控制的重要性。 Michael Preysman: 在谈到Todd的Pickleball服装品牌时，他建议Todd关注创意设计，以吸引目标受众并提升品牌形象。他还建议Todd与消费者互动，了解他们的需求和喜好，并根据市场反馈来调整品牌策略。 Michael Preysman: 在谈到Anna的环保儿童服装品牌时，他建议Anna可以考虑通过小规模试销来测试成人市场，并根据消费者反馈来调整产品线。他还建议Anna关注品牌的核心价值观，并根据消费者需求来调整品牌策略。 Michael Preysman: 在谈到Paul的可重复使用塑料容器品牌时，他建议Paul关注品牌故事和个性化设计，以吸引消费者并改变他们的行为。他还建议Paul可以与其他品牌合作，以扩大品牌影响力和提升产品知名度。

Deep Dive

Key Insights

Why is it important for a new apparel brand to focus on storytelling and creative execution?

Storytelling and creative execution are crucial because they help build an aspirational lifestyle around the brand. In the attention economy, where consumer attention is highly valued, a compelling story and creative design can make a brand stand out and resonate with its target audience, driving growth and engagement.

Why should a direct-to-consumer brand consider expanding its product line based on customer feedback?

Customer feedback is a valuable indicator of market demand. If a significant number of customers are requesting a new product line, such as adult clothing for a kids' brand, it suggests a potential market opportunity. Testing a limited run of the new products can help validate the demand and inform future business decisions.

Why is it challenging to change consumer behavior in the context of reusable containers?

Changing consumer behavior is difficult because it often requires breaking long-standing habits. To encourage the use of reusable containers, brands can focus on education, creating fun and engaging content, and forming partnerships with restaurants and schools to promote the benefits of reusability.

Why is product quality essential for building an enduring brand?

Product quality is essential because it ensures customer satisfaction and loyalty. A high-quality product that delights customers makes marketing efforts more effective and can significantly boost brand growth. For Everlane, once the product quality caught up with their marketing, the brand saw substantial revenue growth.

Why did Everlane initially launch with ties and bow ties instead of more common items like sweatshirts?

Everlane launched with ties and bow ties because they could be produced quickly, within two months, compared to the six to twelve months required for other items like sweatshirts. However, these products did not perform well, and the brand never made them again.

Chapters

Michael Preysman, founder of Everlane, discusses the evolution of online retail from the era of authenticity to the current attention economy. He highlights the importance of product and creative in driving growth, especially in the apparel industry where the marketing is inherent in the product itself.

Everlane's early success was partly due to a less crowded online market.
The current attention economy prioritizes celebrity and follower count.
Authenticity and transparency were key values in the past two decades of retail.
Apparel marketing is inherent in the product itself if it's desirable.

Shownotes Transcript

Everlane co-founder and former CEO Michael Preysman joins Guy on the Advice Line where they answer questions from three early-stage founders.

First we meet Todd in the Bay Area, who’s looking to spread the word about his pickleball apparel brand with a younger demographic. Then Anna in Sydney, who wonders if she should expand her eco-friendly kids clothing line to include adults. Then Pall in British Columbia, who wants to change how people think about reusable plastic containers.

Thank you to the founders of KTCHN, Earthlings United and Mr. Lid for agreeing to be part of our show.

If you’d like to be featured on a future Advice Line episode, leave us a one-minute message that tells us about your business and a specific question you’d like answered. Send a voice memo to [email protected] or call 1-800-433-1298.

And be sure to listen to Everlane’s founding story) as told by Michael on the show in 2023.

This episode was produced by Kerry Thompson with music by Ramtin Arablouei. It was edited by John Isabella. Our audio engineers were Robert Rodriquez and Gilly Moon.

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Advice Line with Michael Preysman of Everlane 49:48 Share