BREAK THE RULES IN FASHION AND FOCUS ON THE CUSTOMER – IT’S GOOD FOR BUSINESS

I am officially in love with two fashion companies and their market-challenging ethoses.


Everlane is a fashion company that breaks all the rules of the industry. It’s customer and purpose- led - in an industry that isn’t. By thinking about what customers want they have broken the rules and gained advantage.

Cos is taking a similar approach and I love the fact it focuses on the longevity of their clothes offering a range of services and products


which enable their clothes to last longer. This includes a place to buy and sell second-hand Cos clothes - what a great way to support your brand promise of quality clothes both in design (longevity of appeal) and manufacture (longevity of use).


Key take-out: You may not be in fashion but feel free to use this example as a discussion starter with your colleagues…To what extent do you really start with your purpose and customer? Could you help them make more good choices more easily?

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The Customer Closeness Company

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Nicola Craig

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Charlotte Vicary

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