Everlane Jeans: Expansion Strategy for the Australian Market

This report examines Everlane Jeans' successful entry and expansion strategy within the Australian market. The company, a US-based e-retailer specializing in luxury fashion with low mark-ups, identified Australia as a key growth area due to consumer demographics and ease of market entry. The report analyzes Everlane's customer-driven marketing approach, highlighting their use of targeted demographics and micromarketing to identify attractive market segments, particularly in Sydney and Melbourne. The company's competitive advantage lies in its ability to offer high-quality products at lower prices by cutting out the middleman. The report references the importance of targeted demographics as a crucial strategy for business growth. Everlane's CEO, Michael Preysman, is quoted on the company's low mark-up strategy and direct-to-consumer model, which has allowed the brand to thrive and gain a significant market share in Australia.

Running head: MARKETING
Everlane Jeans in Australian Market
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Author Note

MARKETING
Everlane Jeans is a US-based e-retailer dealing with luxury fashion, having some of the
lowest mark-ups in the fashion industry. In the recent global competition, Australian
consumers have placed the most orders, bringing the attention of the stakeholders in the
company to expand in the Australian market. The company has now launched permanently in
Australia and is currently taking benefit of the shared language, ease of shipping and low
duties that the Australian market has to offer.
The Australian consumers are conscious, educated, urban and young, which allows
the Everlane Jeans to proceed with a targeted demographic approach to expand the business
in the Australian market.
According to Kotler and Armstrong (2018), targeted demographics is one of the most
effective strategies for strengthening business and consumer markets, and Everlane Jeans can
be regarded to be performing successfully in this regard.
The company has taken immense advantage of micromarketing strategy to identify
attractive markets segments in Australia, including Sydney and Melbourne and establish in
these regions successfully. The CEO and founder of Everlane, Michael Preysman has stated
that the brand has achieved one of the lowest mark-ups in the industry by reducing the
interventions from middle-man in the process and directly allowing the consumers to get their
favourite products at low cost shipped directly from the markets (Internet Retailing, 2016).
This differentiation has allowed the brand to pick the right competitive advantage by offering
the same for less to the consumers and attract more number of them.

MARKETING
References
Internet Retailing. 2016. US e-retailer Everlane caters to Aussie demand - Internet Retailing.
[online] Available at: https://internetretailing.com.au/us-e-retailer-everlane-caters-aussie-
demand/ [Accessed 8 Mar. 2020].
Kotler, P., & Armstrong, G. M. 2018. Marketing Mix: Selected Chapters From: Principles of
Marketing, Philip Kotler and Gary Armstrong. Pearson.