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7 For All Mankind Broadens Its Brand

The geniuses behind 7 For All Mankind are taking their brain power and focusing on launching a line of fashionable accessories, including shoes and handbags.  A recent article in the Wall Street Journal examines whether or not 7 For All Mankind’s expansion can work.

The Journal tends to support the idea the 7 For All Mankind’s expansion will give the brand a stronger presence in the market and will be good for the company, stating:

"Launched in 2000, without any advertising but lots of word of mouth in hip, fashionable circles, Seven For All Mankind's jeans quickly became hot sellers, racking up $70 million in sales in its second year in business in 2002, up from $13 million its first year… The brand burned hot enough to catch Wall Street's attention. In 2005, Bear Stearns's Merchant Banking unit bought a 50% stake in Seven for All Mankind LLC for nearly $300 million. Founder Mr. Koral owned the rest. He is staying on with Seven until his contract expires in February."

Seven has also recently been acquired by the major apparel label, VF Corp, who also owns brands like Lee, Wrangler and Nautica.  Seven should be able to use the resources already in place at these sportswear brands while breaking into the accessory market.  

7 For All Mankind’s premium jeans literally exploded onto the scene, quickly earning critical acclaim and an immediate following for its innovative us of fits, fabrics, and finishes in denim.  Will the same happen for the brand’s new line of accessories? 

What do you think?  Will 7 For All Mankind be able to successfully crossover into other product categories or should they keep their focus on the quality denim that so many of us how come to love?

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