Apparel manufacturer Kahn Lucas has partnered with Hearst Brand Development to launch a limited-edition, online capsule collection called “The Edit by Seventeen.”
The collection will be offered exclusively on the editby17.com web site. The collection was created with the editors at Seventeen magazine, who used recent runway and street style trends to help inform the looks. The Edit is also Kahn Lucas’ first push into the Gen Z apparel segment, and the company — for its part — is using its own proprietary data analytics tools to guide the look of the collection.
The firm’s data tool, Kahnalytics, is a “data analysis strategy developed by Kahn Lucas, which leverages design feedback and opinions from over a thousand tweens,” the company noted. “While the initial designs and overall fashion direction reflects the point-of-view of Seventeen’s editors, final designs are influenced by the results of the Kahnalytics teen panel.”
Michelle Tan, editor in chief at Seventeen, said the 17-piece pop-up collection “features all your back-to-school must-haves, so our readers can mix-and-match this fall’s fiercest looks. It’s fun to wear and everything is under $120.”
Howard Kahn, executive chairman of Kahn Lucas, said the collection “marks the first time that Kahn Lucas is entering the junior sportswear market, having a 127-year history as a girls’ dress manufacturer.”
“We are creating an engaging consumer journey where teens are feeling connected to the collection development process being managed by our designers and the executive fashion team at Seventeen Magazine,” Kahn said. “Our company is now positioned to grow in new ways while helping our retail partners.”
The collection targets “fashion forward” readers of Seventeen magazine who are between 13 and 18 years old. “Product includes trend-right high-waisted jeans, matching two-piece skirt sets, faux-fur trimmed moto jackets, and more with a focus on comfort, quality and interchangeability,” the companies said in a statement adding that price points range from $24 for the T-shirts to between $89 to $119 for outerwear. The magazine and apparel maker expect to launch two additional pop-up capsule collections later this year.
Dor Sela, chief executive officer of Kahn Lucas, led the creation of Kahnalytics. His experience using data-informed strategies were honed at prior positions at Carrefour, Master Card and Procter & Gamble. “This collaboration and our proprietary data model allows us to position Kahn Lucas as an innovator in the branded sportswear market,” Sela said. “We study the consumer closely and are building community engagement by connecting directly with the next generation of shoppers and their tremendous spending power.”
Kahn Lucas is a privately held fashion apparel company established in 1889. Aside from The Edit by Seventeen, the company also founded girls’ apparel lines that include Emily West, Youngland, Bloome and Sweet Heart Rose. It is based in New York.