7 for All Mankind position their brand in the premium denim market, a segment that ever since their entrance in 2001 has becoming highly exploited by new brands wanting to compete about selling their jeans to the premium price. As of today their is a decline in demand to be seen in this segment and the premium jeans market is said to only count for 1% of the entire jeans market. Giving this rather negative outlook it is even more important for a brand to stand out from the rest.
Seven customers buy their jeans based on the style and the brand recognition. The emotional connection of lifestyle and image they feel towards the brand does even make them pay the higher premium price. Today, in the new environment of the market, a strong emotional connection with the target segment is the key advantage, because customers don’t only buy the jeans with the Seven logo, they buy the idea of the brand. An idea of what this product can bring them in terms of value and status. And who would do it better than the "Lifestyle innovators" at Seven?!
“Branding is about identifying the right demographic, market and target segment, wants need trends, why they buy, then develop a brand/marketing strategy that appeals and retches that group.”
Being aware of who their target customer is and what they look for, Seven has made sure to find the right touch-points and channelling their marketing activities trough the right media. They are very present on the Internet where they have a home web page with both online-shopping and news-spreads. But they are also active on different social media networks, such as Facebook, Twitter and has also a blog, The Denim Dossier, here you can find the newest fits and scroll through pictures of celebs wearing your favorite (and theirs) denim brand.
Yes, 7 for All Mankind know their game, they are aware of what their customers look for and where they look for it. Building a strong relationship, getting to know their customers and spread the news of their best cuts of blue denim, Seven nows where the action is. And they make sure to be there, before someone else is, no matter if it concerns updating their Facebook log or cover the bottom of Cameron Diaz. Doesn't that make you want to be part of the Seven Family too!
So when choosing your blues, choose wisely because don't forget, it's already on you.
Read more:
Webpage and online-shop: http://uk.7forallmankind.com/en_en/
Facebook: http://www.facebook.com/7ForAllMankindEU
Twitter: http://twitter.com/#!/7FAM_EU
Denimdossier blog: http://denimdossier.com/
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