Seven Eleven is set to unveil its own fashion line, starting with the ‘Seven Select Supima T-shirt,’ as part of a strategy to enhance its presence in the fashion and beauty categories.
Seven Eleven, a prominent convenience store chain, is set to launch its own fashion private brand (PB) products on September 9. This initiative comes as part of the company’s strategy to enhance its presence in the fashion and beauty product category, which it has been developing through the establishment of a dedicated team known as the Seven Collect Team last October.
The decision to enter the fashion sector is strategically aligned with the company’s objectives to expand its market offerings and improve competitiveness. Since September of the previous year, Seven Eleven has already been testing the waters by collaborating with the streetwear brand ‘Mwoong’ and the sock specialist brand ‘Sockstop’ for the sale of T-shirts and fashion socks at its ‘Dongdaemun Dondon’ store. This location is specifically designed for fashion and beauty merchandise, indicating a targeted approach to capturing consumer interest in these categories.
In addition to this, Seven Eleven also conducted experiments by offering fashion products at a next-generation franchise model, called the ‘New Wave Origin Store,’ which opened in October. The results from these initiatives revealed a significant growth in the fashion category, with sales increasing by 15% compared to the previous year.
The first product to be launched under the new fashion PB line is the ‘Seven Select Supima T-shirt,’ which will be available in two styles. Designed to appeal to a broad audience, this daily fashion item has been crafted with great attention to material quality to ensure a comfortable wearing experience. Constructed from soft yet durable ‘Supima’ cotton, the shirt not only provides comfort but also features a moisture-wicking function, making it suitable for all-day wear. The T-shirts will be priced at an affordable 9,900 won and will be offered in two sizes (L/XL) and colors (white and black).
Following the T-shirt launch, Seven Eleven plans to introduce the ‘Seven Select Color Pop Socks’ later this month, which will be available in eight different styles. Socks are anticipated to be in high demand as they are a staple in daily fashion.
Park Se-hyun, head of the Seven Collect Team, commented on this launch, stating, “We believe that the launch of this fashion PB product will be the first step in discovering future food sources, developing them, and securing the capability to move into a broader market.” He expressed optimism that the forthcoming fashion items will positively impact the brand image that Seven Eleven is striving to cultivate.
With this new endeavor, Seven Eleven aims to capitalize on the rising trend of fashion retail within the convenience store sector, continuing to evolve its brand and offerings in response to consumer preferences.
Source: Noah Wire Services
