Seven for All Mankind

4008 Words17 Pages
Executive Summary In this report, we will look at the company 7 for All Mankind, which is a premium denim manufacturer, which has expanded to other apparel and accessories in recent years. Founded in California in 2001, 7 for All Mankind was acquired by VF Corporation in 2007 and joined their diverse brand portfolio. We will examine 7 for All Mankind’s current market situation and how they can enhance their market share in the future given projected market conditions. The first section of the report will look at the current market situation of 7 for All Mankind. First, we will start with an in-depth look at the current macro environment using a PEST analysis. Using this tool, we will see that the coming recession and perceptions of…show more content…
One of the leading factors in the success of the brand has been the status that has come with buying the denim; it was a display of wealth, as consumers recognize 7 for All Mankind as a luxury brand. In order to take a closer look at the attractiveness of the premium denim category we can look at a Porters Five Forces analysis (Exhibit 4) for the premium denim industry. If you take this out of the context of the current economic factors, we see that there are relatively low barrier of entry and the high profit margins of the product can make it attractive to new entrants. As this is a fashion product there is consistent change in consumer perceptions of what brand is in style and which isn’t, as a result there is a constant influx of small designer denim brands hitting the market. The benefit that 7 for All Mankind has in this situation, is that they have a high brand awareness, which means that although there will always be a high number of competitors, 7 for All Mankind is positioned in the eyes of the consumer as a staple premium denim brand. If we take this Porters Five Forces analysis with the economic factors that are currently affecting the industry we know that the actual attractiveness of the industry is low, given the decline in sales, increase in raw material costs and number of entrants in
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