VERNON, Calif. — While numerous marketers are chasing Millennials, Seven For All Mankind is launching its first subbrand to appeal to older female shoppers who could be key to strengthening its weak sales in the U.S.
Jen7 is the first brand extension in Seven For All Mankind’s 14-year history. It’s also an appeal to women who might have bought jeans from Seven For All Mankind’s early collections but stopped due to changes in their lifestyle. Evolving from party hoppers into working moms, Jen7’s potential consumers are growing out of the contemporary market’s fits and trends but aren’t quite ready for the missy department. That’s a niche that has been well served by resources like NYDJ but hardly a focus in the more contemporary premium jeans market.
A Stella McCartney sketch of a custom dress made from protein-based silk in partnership with biotech lab Bolt Threads. The dress will be displayed at The Museum of Modern Art's upcoming design exhibition, "Items: Is Fashion Modern?"