The new distributor of Seven For All Mankind has earmarked seasonal differences and the brand's year-long absence from Australia as key challenges in the local market.
Pacific Leisure Australia (PLA) recently acquired the licence to manage both wholesale and retail operations for Seven For All Mankind across Australia and New Zealand. The distribution licence for the cult denim brand was formally held by International Fashion Group.
Seven For All Mankind national sales and brand manager Michela Everett said its absence from the market, in addition to seasonal differences between Australia and the brand's US-based head office, were key hurdles for the label in Australia.
However, a varied product mix and the opening of the first local Seven For All Mankind retail stores are anticipated to drive demand, she said.
“Seven For All Mankind as an international brand took on a key initiative to launch retail stores worldwide and Australia was one of the key regions,” Everett said.
“As Seven For All Mankind becomes a lifestyle brand and houses many categories including denim, sportswear, footwear, accessories for men, women and even a children's range, retail stores are the perfect environment to represent the brand in its entirety.”
As reported in Ragtrader on July 16, the flagship Seven For All Mankind store will open in Melbourne’s Chadstone in October. The first collection in store will be the northern hemisphere autumn/winter 2010/11 range, along with product from related brands owned by Seven For All Mankind's parent company, VF Corporation. Labels in the VF Corporation portfolio include Lee, Wrangler and Vans.
Seven For All Mankind also currently operates a pop-up store in Sydney's Paddington and is on the hunt for possible additional store locations in both Sydney and Melbourne's CBDs.
Price points for the Seven For All Mankind denim range stretch from $269 to $500 and local stockists include David Jones and Fleur Wood. The label was established in 2000 and its denim range is 100 per cent manufactured in the USA.
Erin O'Loughlin