Everlane's latest campaign features a narrative centered around a symbolic hill, representing the brand's efforts to transition from being perceived as a basics maker to an affordable luxury label. Their "Clean Luxury. Better For You" campaign marks a pivotal shift in storytelling, focusing more on brand narrative rather than products. This reflects a broader trend in direct-to-consumer marketing, which is moving away from direct sales pitches to crafting immersive brand experiences that foster consumer loyalty and return visits.
The hill really represents ... the hard work we have been doing and that we continue to do. Over the last few years we've been a bit quieter about what we've been doing, but the work is always there.
If most of the marketing activity that you're doing is just meant to drive performance and is not additive to people's overall affinity of the brand, that's going to wear out pretty quickly.
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