fashion shopping site focused on selling high-quality apparel at lower
prices than traditional designer retail, has today made the move to
mobile. The company has now launched its first native smartphone
application with the launch of Everlane on iOS
, which allows shoppers to browse and buy its luxury items right from their phone.
However, the app has a couple of interesting features, too, aimed at
helping it find traction amid a variety of mobile shopping apps, as well
as the clutter of all the other apps users today have installed on
For starters, Everlane for iOS is also a weather app – yes, a weather
That’s something that the company hopes will lead to daily app
launches, as it will also make suggestions of what to wear alongside the
details of the temperature and conditions.
In addition, Everlane will encourage its most devoted shoppers to
install and use the app first over the website by featuring all of the
company’s “early access” launches exclusively within the app itself.
These, by way of background, are Everlane’s often hotly anticipated
Currently, that list includes things like its Petra backpacks, wool
wide-leg trousers, mercerized tees, and more. From the app, users can
join the waitlist for these items, which tend to sell quickly.
Explains the company: “because we believe the app offers a superior
shopping experience, we want to incentivize our best customers to use
That’s actually an interesting trick, and one that isn’t something
commonly seen on mobile today. Many apps, including those outside the
e-commerce space, just try to build mobile-friendly versions of their
web experience. They don’t seem to realize that – assuming they’re not a
big company like Facebook, Google or Amazon – their app will likely
only appeal to and be heavily used by their most zealous customers and
And that means they should consider catering to that audience in
particular, rather than trying to build something for the mainstream