Executive Briefing

The case for messy marketing

And: Spotify might buy The Ringer. Smart.

Everlane, the direct to consumer apparel company, is usually about as straightforward and literal in its messaging as it gets. 

The company’s branding, clothes, retail stores, and digital marketing are normer than normcore. Think solid colors, minimal facial expression, and an almost suspicious sense of calm.

So I panicked for a second the other night when, at 7:06pm, I received its latest marketing email, subject line starting with Fwd:, and the body a screenshot of a series of personal emails between founder and CEO Michael Preysman and the company’s chief creative officer Alexandra Spunt.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported entirely by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my twice-weekly, member-exclusive newsletter. Thanks in advance.

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