Everlane Seeks CMO to Navigate its Path Away from The Hot Seat

What follows is a hot seat story, because if you’re a decision maker at a prominent brand, you have to prepare as if it's a matter of when, not if your company faces public scrutiny.

Like most fashion brands, Everlane's journey through COVID-19 hasn't been easy, as demand for clothing has slowed. But the DTC giant is also grappling with a more specific problem—its failure to live up to its company value of “radical transparency.”

Timeline time

• Back in April, Everlane workers said the company illegally laid them off, causing the employees’ union to make rehiring requests.
• Then, in July, the NYT published findings from an internal Everlane investigation that confirmed company leaders used disparaging language to discuss Black models and employees.
• The investigation also confirmed Everlane never developed a process for handling workplace harassment and discrimination.

Looking ahead: So what’s next for a brand that loudly messed up in the middle of a pandemic and several social movements? Hiring a CMO.

• Everlane founder Michael Preysman recently posted on LinkedIn that Everlane is looking for a CMO…
• …followed by these words: “America is in the midst of rewriting the code of ethics in government and business. Everlane is no different.”

While the statement didn’t directly address the brand’s recent past, it does imply that Everlane is looking to make meaningful, CMO-driven change in response to the backlash it's faced.

Is that smart?

Maybe. When a major brand gets called out, there are a few steps it can take to wade through issues, per Sprout Social.

Be proactive: In Everlane’s case, the search for a new CMO feels more reactive than proactive, as it’s looking to change up its C-suite almost five months after facing major backlash.

Be vocal and authentic: In June, Preysman posted this statement to Everlane’s Instagram, which some commenters found impersonal and vague. Hiring a CMO with more experience in corporate communications could help future efforts.

Be patient: Brand crises often lead to burnout among marketers, so it’s important to use social listening tools to track engagement recovery. That recovery can succeed if the brand makes good on its promises.

• In Everlane’s case, Preysman promised it would implement anti-racist training throughout the company, set up an anonymous HR hotline, and review pay equity between employee groups.