Everlane’s social strategy: drive community engagement, not sales

Everlane, the 5-year-old direct-to-consumer apparel start up, is bent on making its presence on social media as personal as possible.

The San Francisco-based retail company, founded by Michael Preysman in 2011, posed a question to its 160,000 Facebook followers on Thursday, October 20. “We’re thinking about starting a Facebook group. Need your help first though,” the post read.