Space To Launch
Part maze, part museum—Everlane’s strategy to launch their underwear line
It’s time to “love your underwear”; Everlane’s message was loud and clear when it debuted its line of “no frills” cotton underwear. The brand’s campaign featured unaltered images of women of all shapes, sizes, and colors — with full bellies, stretch marks and cellulite.
As part of the rollout strategy, the brand took over an empty storefront in New York’s Soho for a weekend. A line formed outside the pop-up before the experience was set to open. Everlane temporarily transformed the space into an artsy, highly Instagrammable, museum-like, immersive journey that allowed visitors to touch and feel the raw cotton material, enjoy a dedicated vending machine experience (and get a pair of underwear dispensed based on their personal traits), as well as learn about the socially-conscious group of factories and workforce behind the underwear line. The pop-up was then relocated to West Hollywood in Los Angeles the next weekend. The line’s $22 Tank Bra sold out within 24 hours.
It takes insightful messaging, fashion-forward aesthetic, and a commitment to a cause that's valuable to customers for brands to succeed in both online and offline landscapes. As digital-first brands like Everlane further invest in offline strategy, expect to see more and more examples of retailers leveraging space to service marketing-centric goals.
Sources: Everlane Under Line | Google Street View (52 Wooster Street) | Image: Laura Pittaccio