The Ledger
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Preysman says sustainability drives brand resonance, not individual consumer purchase decisions
“I believe we have some data to support that it creates resonance with the brand, but when it comes to the individual buying decision of, do I buy this coat versus that coat, the answer is usually not so much, especially today.”
Preysman learned real-time internal transparency on every decision only induces employee anxiety
“It takes time to make decisions, and if you're informed about every decision every time, all you're going to do is induce anxiety.”
Preysman: Consumer focus is shifting from designer clothes to designer bodies
“I really believe we're moving from a world of designer clothes to designer bodies.”
Preysman: Sourcing, Production, and Creative Are Crucial Early Apparel Hires
“So the two most important hires for me in the early days in an apparel brand are sourcing and production and creative.”
Everlane shifted from calling traditional retail dishonest to radical pricing transparency
“Because it, to us, felt dishonest, and then I think there was a point where we realized, actually, they're not dishonest, they're just doing what they're doing, but the vehicle that we can have that's different is transparency.”
Preysman: Fixing Apparel Product Mistakes Takes 6 to 12 Months
“The challenge with apparel is everything's this iterative cycle where you buy, it takes a while to get in. You sell. So unless you can get the supply chain really tight and short, it takes six, 12 months to fix something properly by the time you sell through t…”