Seven For All Mankind is taking its first steps toward developing a direct-to-consumer business today with the launch of its first e-commerce Web site today.
“I think it’s true of any luxury company that’s addressing a modern consumer â€” you need to be available on the Internet,” said Michael Egeck, who left VF Corp. to become chief executive officer of the Vernon, California-based premium denim company in August.
After taking the reins at Seven, Egeck outlined five growth initiatives that would be the company’s focus for the future, including expanding into other product categories, growing its international business and signing new licensing deals. Although the company plans to begin opening its first signature stores during the second half of 2007, Egeck found that the groundwork had been done to move forward quickly on launching an online store.
“It seems like we’re doing this quickly, but it would have been good to do this a year or two ago,” he said. “This company was growing so rapidly that the focus was on servicing the existing demand versus creating new demand,” he said. “There’s a lot of pent-up demand for more and improved information about our products. We’re really interested to see what happens when we turn it on.”
The site will initially be very simplistic without interactive fit guides, instead focusing on presenting detailed views of the full product range. Visit: Seven For All Mankind