In a recent interview with Women’s Wear Daily, Silver Jeans CEO Suzanne Silverstein shared her insights on the fashion industry and the success of the brand. For the 103-year-old Western Glove Works, operator of Silver Jeans, it’s time to get its denim story out in a telling way. Suzanne Silverstein, the newly appointed CEO of Silver Jeans and its sister brand Jag, has been leading rebranding efforts and making digital and merchandise changes since starting last July. Silverstein, who succeeded former CEO Michael Silver, aims to better connect with customers by telling the company’s rich story.
Leadership Transition and Vision
Silverstein, a fashion and retail veteran, is the first non-Silver family member to run Western Glove Works. Michael Silver, the former CEO, remains on the board, while his brother Bob serves as president and chairman. Silverstein’s vision for the company involves leveraging its history and customer loyalty to enhance brand awareness, particularly in the U.S.
Increasing Brand Awareness
Despite being a significant player in the denim market, Western Glove Works has struggled with brand awareness. Silverstein highlights the company’s strengths in inclusivity, offering multiple inseams and fits for various body types, including plus-size, tall women, and men. She notes the need for increased marketing efforts to share these strengths with a broader audience.
Rebranding and Digital Transformation
Since Silverstein joined, the company has partnered with the Thinkingbox brand agency to relaunch its website and social media platforms. Silver Jeans has expanded its presence on Instagram and launched on TikTok, using cheeky ads and bolder designs to attract attention. The new website includes a richer portal on the company’s history and more editorial content.
Inventory Management and Product Expansion
Silverstein has streamlined the company’s inventory, bringing it in line with budget projections and adding new washes while maintaining inclusivity. The company is also rolling out a new Luxe Stretch women’s line, featuring super stretchy yet rigid-looking denim, with plans to release over 200,000 units by the end of 2024. Additionally, Silver Jeans launched its first non-licensed, non-denim line, “Essential Twill,” for men.
New Denim Styles for Holiday 2024
For holiday 2024, Silver Jeans will introduce a new men’s denim style, described as the perfect desk-to-dinner jean. This dark inky blue denim with cleaned back pockets and tonal stitching aims to provide a polished look suitable for both office wear and evenings out.
Commitment to Quality and Longevity
Western Glove Works credits its longevity to the quality of its products, value, and the tenure of its employees. Many staff members have been with the company for decades, reflecting a deep-rooted commitment to excellence. Silverstein emphasizes the superior quality of their jeans, comparable to premium brands but at more accessible prices.
Engaging Younger Audiences
While maintaining its core customer base, Silverstein aims to engage younger audiences, particularly Millennials and Gen Zers. She intends to make the brand’s new voice and look fun and aspirational, leveraging the company’s rich history for compelling storytelling.
Silverstein’s Background and Vision
Before joining Western Glove Works, Silverstein held leadership roles at NYC Alliance, the JS Group, Seven For All Mankind, and Saks Fifth Avenue. She brings a deep understanding of brand relevance and aims to enhance Silver Jeans’ storytelling to reflect its quality and fit.
Current Denim Trends
Silverstein notes the popularity of wide-leg, baggy, and barrel-leg styles among Gen Z, while acknowledging that skinnies are currently less favored. She highlights Silver Jeans’ ability to cater to multiple generations and body types, emphasizing the importance of stretch in denim for a comfortable fit.
Wrapping Up
Using its rich history and commitment to quality, and by enhancing brand storytelling and engaging with a broader audience, Western Glove Works and the Silver Jeans brand, aims to solidify its position in the competitive denim market.
