Right before the holidays Everlane produced a coat that was made from 80 recycled water bottles it was a beautiful coat but the coat would start to lose its filling after a few wears. Customers were furious, confused, and some were even left without a winter coat. I was hired to develop a crisis communication plan and uphold the brand’s reputation.
Rather than recalling the coat we decided to work on each customer complaint on a case by case basis to learn more about the coat and how customers reacted when things did not go according to plan. It was a learning experience for all of Everlane to understand how they were entering a new frontier, the sustainable fashion frontier, one that would have unforeseen challenges and require reactive responses.