Everlane : a ‘radically transparent’ fashion company disrupting the industry. International expansion strategy

Abstract

This Thesis project focuses on the expansion of the American sustainable apparel company Everlane into the German market. Everlane’s business is built around offering affordable, fair-trade clothing for men and women in a classic style with a transparent pricing model (which is a key differentiator in the fashion industry). This project starts by identifying the business opportunity, provides an in-depth analysis of the macro and micro environment, the study of the German market, and the local consumer preferences. Finally, it offers an actionable entry strategy including the supply chain management, the human resources and marketing plan, Corporate Social Responsibility, and a Contingency section to account for the potential impact of the COVID-19 crisis on the internationalization plan. According to the research conducted during this project, the expansion of Everlane could be successful with a return on investment in Year 4.