7 For All Mankind's Suzanne Silverstein: 'Retailers with brick-and-mortar locations will have to work harder'
The Glossy Podcast · with Suzanne Silverstein · November 4, 2020 · 37 min
Summary
In this episode, Suzanne Silverstein of 7 For All Mankind discusses how the premium denim pioneer is adapting to evolving consumer demands. She explains the brand's shift towards comfort-focused designs amidst the pandemic and their aggressive sustainability goals to tackle the denim industry's environmental impact. This episode offers critical insights for retailers on brand evolution, sustainable practices, and the future of brick-and-mortar in a changing market.
Key takeaways
By 2023, aim for 80% of products to meet robust sustainability standards like Higg FEM to address environmental impact, particularly water consumption, in textile manufacturing.
Integrate comfort-focused product development, such as elastic waists and forgiving fits, to meet changing consumer preferences driven by lifestyle shifts like those experienced during the pandemic.
Develop a clear strategy to overcome challenges in sourcing existing raw materials versus incorporating new, sustainable alternatives in your supply chain to meet ambitious environmental goals.
Re-evaluate the role and experience of brick-and-mortar stores, anticipating increased pressure for them to offer more than just transactions to remain competitive.
Established brands should balance their heritage with agile innovation to adapt to new trends and consumer behaviors effectively.
7 For All Mankind is nearly synonymous with the top-shelf denim trend of the early 2000s. "Premium denim didn't exist [prior]; we really launched this category," company president Suzanne Silverstein said on the Glossy Podcast.
Twenty years after its founding, the company is now doing a bit more reacting to established trends. The pandemic has put a premium on comfort above all, so the jeans maker is fast-tracking a few articles that focus on just that -- via an "elastic waist, forgiving fit," Silverstein said.
One focus of 7 For All Mankind that has remained intact is sustainability. The denim industry has a notoriously wasteful reputation, which it's "probably earned," Silverstein conceded. Two-thousand gallons of water are typically required to create one pair of jeans.
But by 2023, 7 For All Mankind expects that 80% of its products will clear certain scores by the Higg FEM standard.
"The only thing that's really slowing us down, quite frankly, is our existing raw materials," Silverstein said. "All new materials we work with fit our criteria."
What does this episode say about retail & omnichannel?
By 2023, aim for 80% of products to meet robust sustainability standards like Higg FEM to address environmental impact, particularly water consumption, in textile manufacturing.
What does this episode say about product & merchandising?
Integrate comfort-focused product development, such as elastic waists and forgiving fits, to meet changing consumer preferences driven by lifestyle shifts like those experienced during the pandemic.
What does this episode say about supply chain & operations?
Develop a clear strategy to overcome challenges in sourcing existing raw materials versus incorporating new, sustainable alternatives in your supply chain to meet ambitious environmental goals.
What does this episode say about brand & content?
Re-evaluate the role and experience of brick-and-mortar stores, anticipating increased pressure for them to offer more than just transactions to remain competitive.
What does this episode say about retail & omnichannel?
Established brands should balance their heritage with agile innovation to adapt to new trends and consumer behaviors effectively.
