Everlane
Mid-marketStrategy breakdown for building a mid-market ecommerce brand. Learn from Everlane's pricing, catalog, and discount strategies.
11,745
Products
$56
Avg Price
27%
On Sale
67,305
Variants
Pricing Strategy
Price Distribution
Takeaway: Balanced pricing appeals to the largest market segment. Focus on value proposition and product quality. The heavy use of charm pricing (.99) suggests a value-conscious customer base.
Discount Strategy
27%
Products on Sale
56%
Avg Discount Depth
85%
Max Discount
27% of products are currently discounted.
Uses compare-at pricing to show savings and create urgency.
Takeaway: Strategic discounting for seasonal clearance or promotions. Balance between brand value and sales velocity.
Catalog Structure
Top Categories
Takeaway: Balanced variant strategy offers customer choice while maintaining manageable inventory.
Competitor Comparison
| Brand | Products | Avg Price | On Sale |
|---|---|---|---|
| Everlane(This brand) | 11,745 | $56 | 27% |
| fashionnova.com | 25,000 | $0 | 19% |
| denydesigns | 10,000 | $107 | 0% |
| gymshark.com | 7,047 | $38 | 8% |
| tentree.com | 5,819 | $0 | 85% |
| Carbon38 | 5,663 | $166 | 60% |
Key Takeaways for Building a Similar Brand
Pricing Position: Target the mid-market market segment with an average price point around $56. Use charm pricing (.99 endings) to appeal to value-conscious shoppers.
Discount Strategy: Maintain moderate pricing discipline. Keep 27% of products on sale with 56% average discount depth.
Catalog Structure: Start with around 11750 products and 6 variants per product. Offer comprehensive size and color options.
Category Focus: Focus on Apparel, Accessories, Footwear as primary product categories.